by Apparel Resources News-Desk
12-July-2019 | 3 mins read
No bigger delight than working out while shopping! Lululemon Athletica, the maker of high-end yoga pants, makes it possible as it opens its biggest store where shoppers can workout like at a traditional fitness studio.
Also, if visitors forget their own gear, this outlet lets them borrow a Lululemon outfit to workout in and return. Notably, the clothes are washed between each use.
The strategy is to lead them to buy the product (an unworn version) after the workout session.
The store is located in the Lincoln Park neighbourhood of Chicago at 944 W. North Avenue and spans an area of 20,000 square feet. The store includes a restaurant serving smoothies, salads, burgers and beer, workout studios, meditation space and one-of-a-kind merchandise inside.
The first floor of the outlet is dedicated to women’s merchandise – Lululemon’s iconic leggings, sports bras and yoga pants as well as accessories like water bottles, backpacks and items from its recently launched personal-care line.
The second level has an assortment of merchandise for men, including its famous ABC pants, underwear and sweat-wicking tops. The second floor also has three different studios to hold daily classes: one for meditation, one for yoga and one just for high-intensity workout classes.
This floor also has a restaurant called ‘Fuel’. Besides, it also features spacious locker rooms for men and women with showers and changing areas.
Customers can buy classes in packs of 5, 10 or 20 at a slight discount with roughly 6 to 10 classes running on any given day, the company confirmed.
Lululemon is walking with the emerging trend wherein the shoppers are looking for more than a transaction. Celeste Burgoyne, Executive Vice-President of global guest innovation for Lululemon in the Americas, said, “Lululemon will be holding additional events at the Lincoln Park store, like movie screenings and concerts. More than 100 yoga practitioners are flying in from across the globe later this month for a special class. And these efforts all tie back to the company’s mission to play a bigger role in the communities where it sells.”
If the experiment works, Lululemon may dedicate 10 per cent of its store fleet to the new concept by 2023.
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