Girls don’t want to wear Mom’s denim and that goes the same for her yoga pants. So Ivivva (LULU) is pairing its brightly colored and patterned togs with anything-but-yoga activities. During recent mall checks, we saw Pilates, Cross-fit and Zumba classes (being held outside the store) paired with different products and styles, so that young customers learn about the technical features that are appropriate for different sports while positioning the brand as the more active version of Lululemon. Enculturation into the active lifestyle also provides a legitimacy to the brand and in our opinion reduces the risk of it being perceived solely as a fashion trend.

The in-store experience is carried over online with a fully responsive design so that its millennial shopper can easily access it by smartphone, tablet or desktop. Simple, fresh site UI elements allow the color and patterns of the clothing to pop. The full complement of social integration including WANELO is a boon to young shoppers, and the active concept is relayed back with user-generated content showing product in use in diverse activities from ballet to surfing.

Overall, an exciting retail concept we’ll be watching as the athletic trend continues to play and win.

The information contained within this post is the opinion of Mary Epner Retail Analysis and does not provide any advice regarding the purchase, sale or any other transaction in any security. For our complete terms, please click here


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