Young yoga lovers, rejoice! This fall, Lululemon tween yoga stores called Ivivva Athletica will be opening in Vancouver, Victoria and Calgary.
To be able to target that area between 6 and 12 years old (tweens) is a retailer's dream come true, so the upcoming Lululemon tween yoga line that will be sold at Ivivva Athletica is a brilliant innovation -- if it takes off. But why wouldn't it?
With the yoga movement enticing demographics from college boys to great grandmas, it only seems natural that younger generations would gravitate to something like the Ivivva Athletica Lululemon tween yoga line, and the conscious lifestyle principles the brand is known for.
"The garments won't look like a mini version of Lululemon," Deanne Schweitzer, Lululemon's head of global strategy, said. "This is brand is going to have unique technical features and [it is] a bit more colourful, more adventurous. These kids don't want to look like their moms."
The Ivivva Athletica stores will also offer clothes and accessories for gymnastics and dance as well as soccer.
Tween Yoga Lines
Lululemon Targets Teen Scene With Ivivva Athletica
Trend Themes
1. Tween Yoga Apparel - The Lululemon tween yoga line sold at Ivivva Athletica stores represents a unique opportunity to develop apparel for the under 13 yoga and fitness demographic.
2. Youth-focused Fitness - With the opening of Ivivva Athletica stores, there is an opportunity for the fitness industry to develop programs and services that cater to the youth market specifically.
3. Lifestyle Brand Development for Tweens - Lululemon's foray into tween yoga and fitness apparel highlights the opportunity for lifestyle brands to aggressively target younger demographics and shape lifestyle decision-making behavior from earlier stages of life.
Industry Implications
1. Athletic Apparel - The Ivivva Athletica brand creates a market opportunity for athletic apparel companies to focus on the under 13 demographic, creating high-performance garments that marry functionality with fashion sensibilities.
2. Youth Sports Programs - In response to Ivivva Athletica stores opening, there is potential for youth sports programs to expand their offerings, integrating various physical disciplines and mindfulness practices at an earlier stage.
3. Retail - The introduction of Ivivva Athletica stores showcases the often-overlooked potential for retailers to create verticals for specialized, niche markets and extend brand reach beyond traditional demographics.