Lululemon Testing Kids Concept in the U.S.
Lululemon’s unique approach to yoga-inspired clothing has worked for moms, aunts and big sisters, so why not try younger kids? The Canadian chain is testing a concept called Ivivva Athletica with clothing that girls between six and 14 can wear to dance, gymnastics or yoga classes.
According to its website, "Ivivva is made for seriously active girls. All of our clothes are designed with input from dancers, gymnasts, ice skaters, movers and shakers. And we even have dance classes right in our stores every week."
The concept, which was originally developed in 2009, currently has seven stores in Canada. Here in the U.S., Ivivva has chosen to open five "showrooms" with smaller footprints, reduced hours and edited selections before going the full store route. The first U.S. showroom opened in New York City earlier this month and others are located in Boston, Chicago, the Seattle area and Southern California.
- About Ivivva Athletica – Ivivva Athletica
- welcome to the family ivivva USA showrooms! – Ivivva Athletica
- Lululemon to test different type of store in O.C. – The Orange County Register
- Lululemon’s Little Sister Tests the Waters in America – brandchannel
Discussion Questions: Do you see a significant market for Lululemon-like clothing for six to 14-year-old girls in the U.S.? What would you do if you were a retailer of kids’ dance or gymnastics clothing and you knew that Ivivva was coming your way?