Yoga Becomes a Social Scene
Oct 25th
On a humid September afternoon, swarms of young men and women crowd into Yoga to the People in the East Village. The noise level builds as they spread their colorful yoga mats over the floor and begin stretching and chatting about last night’s debauchery or next week’s plans.
Once the class starts, the peace and quiet does not exactly prevail, as some people keep their cell phones by their sides, texting in between poses while others occasionally whisper to their neighbor.
The boisterous scene at Yoga to the People is a stark difference from the disciplined, spiritual and meditative yoga that existed in the past. As yoga has become more modern, it has also increased in popularity, especially among young people. The number of people practicing yoga jumped from four million in 2001 to 16 million in 2008, and about 40 percent of those people are 18-24 years old, according to the Yoga Journal.
While yoga used to be about the individual, Generation Y has transformed yoga into a social form of exercise. Millennials have adapted yoga to fit their social needs, coming to class with their smartphones, friends and clad in designer yoga attire. Read the rest of this entry »
Affordable Luxury for the Gen Y Woman
Dec 8th
NYU junior Mary Williamson hasn’t been to Fifth Avenue’s Henri Bendel, where the girls at the headband counter used to greet her by name, all semester. Though she no longer hands over $150 for a Jennifer Behr headband, visions of the pricey accessories run through her head.
Williamson has limited her food purchases, walked the mile and a half to class instead of taking the subway, and skipped going out to bars and clubs in order to save up for her beloved Lululemon yoga pants and a new pair of designer jeans.
She, and other Gen Y women have grown up on brands just as they came of age with Nick at Nite, Beanie Babies, and slap bracelets. They sought out designer buy goods as early as middle school, first with $150 Kate Spade bags, soon after with $80 Juicy sweatpants and finally with $160 designer jeans. Over the years, Gen Y has become hyperaware of designer labels.
Although the recession has hurt premium apparel brands, they continue to find favor among fashion-conscious, Gen Y women who, so long as companies tailor their marketing strategies appropriately, are buying into affordable luxury. Read the rest of this entry »