Lululemon’s new concept for kids: Ivivva

Lululemon is testing a new activewear brand for kids called Ivivva, being launched in freestanding stores. I agree with other Retail Wire panelists that there is a market for this concept but the brand positioning will be interesting to watch:

A good idea, certainly worth a test. Whether the apparel sold by Ivivva is meant to be used as performance wear or (more likely) as a “status” activewear brand, it’s an interesting concept. Lululemon might be flying into some economic headwinds right now, especially in terms of disposable income devoted to kids’ upscale brands, but a small-scale test allows for some trial-and-error. If the brand succeeds in today’s environment, it is even more likely to work in the future.

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