![]() Less activewear, more everyday clothing such as shirt dresses, blazers, and neoprene pants. For instance, the retailer's top-selling sports bras and leggings are shown on a wall of full-body mannequins, allowing the shopper to see and feel the wide, rainbow-bright assortment.Īlso featured is a designated area for lululemon's Labs, which are shops-within-shop collections of "no-sweat" products that blend form and function. ![]() bras and pants) and reimagined how to showcase in the new brick-and-mortar setting. Erickson and her team looked at their biggest categories and top performers (i.e. "We really looked at how to drive innovation into the shopping experience," says Erickson. The new store showcases the full expression of lulu product, merchandised in new ways. But will it work? Are people looking to shop, sweat, shower and eat inside of a megamall? We'll just have to wait and see.Īccording to Maureen Erickson, VP of experiential retail at lululemon, the city format (Chicago) and the mall format (Twin Cities) of experiential stores are both tests and trailblazers for many more to come for the Canadian-based retailer. ![]() The 19,700 square foot store (which replaced the smaller one that opened at MOA in 2010) marks the brand's second experiential format after the opening of one in Chicago last summer. Tomorrow lululemon is opening its second largest store to date at Mall of America, where you can do a lot more than just shop. ![]()
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