Lululemon targets tweens with new line
Vancouver-based Lululemon Athletica Inc has introduced a new line of clothing called Ivivva Athletica aimed at preteen girls. The collection, aimed at girls ages
Lululemon chief executive, Christine Day, said: "It's a huge niche market that was missing. We have the opportunity to do it right in a unique community way and want to be first to the market."
Ms Day said the company will make "appropriate athletic wear" for young girls.
Until now, she said many young girls have simply been buying the company’s items in the smallest available sizes.
Ivivva will be different from Lululemon, a brand whose target market is women in their early 30s. "The goal is not to have a mini Lululemon," said Ms Day. It will be geared to sports including gymnastics, dance, figure skating, field hockey, track and field and soccer. She said she hopes the new line will inspire younger women to be physically active.
