If anyone was wondering how Lululemon Athletica has made it despite a tumultuous past two years, they’d simply have to check the market.
Researchers have spent the past year analyzing the “athleisurewear” trend and officially, it’s here to stay. And for a brand like lululemon that’s been making yoga-happy lifestyle apparel since 1998, their corner is claimed and, seemingly, unwavering.
All the bad press, accusations of elitism and movement at corporate levels has not changed what consumers want: comfortably designed activewear worth its price. And now, they can get this at lululemon’s new flagship store at 114 Fifth Avenue.
“Innovation is at our core, from our technical product design to our unique guest experience,” Carla Anderson, lululemon’s general manager of U.S. retail told StyleBlazer. The freshly opened facility has a retail space, class rooms, lounge area known as Hub Seventeen and a dining space.
“While all of our stores offer in-store yoga and fitness classes and events, Hub Seventeen is the first time we have created a dedicated community space separate from the retail experience,” adds Anderson. “It’s 3,000 square feet of multifunctional space will host a regular series of fitness and yoga workshops throughout the week as well as special events with our ambassadors and studio partners. The Gathering is our monthly dinner series in partnership with innovative local chefs and restaurants. Every six weeks we will be hosting a pop-up gallery for local artists to celebrate and show their work. The Frame is our monthly film screening in partnership with Rooftop Films. Finally, our Super Sundays performances will feature up-and-coming music artists.”
But what does all this mean if the clothes don’t fit?
In response to complaints, lululemon stepped up its apparel options in September, offering “feel good” pant categories like relaxed, naked, held-in, hugged and tight up to size 12. And while that might not be leaps and bounds to some, they do appear to be trying.