Lululemon Targets Teen Scene With Ivivva Athletica

 - Sep 4, 2009
References: flickr & financialpost
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.