Cheaper prices and copycat tactics have Gap’s Athleta in the running to tap the yoga market.
Athleta is quickly closing the gap on Lululemon (pun absolutely intended). Athleta, the company adopted four years ago for $150 million as the down dogging leg of big poppa Gap Inc. is steadily closing in on butt-snuggling, wallet-slimming Lululemon’s turf. Not only are prices cheaper than the luon-y competitor, Athleta is pulling a single white female and stalking the hell out of the yoga chain.
According to Businessweek, every time a lulu location opens Athleta stores are cropping up nearby like petulant copycat children. Other copycat tactics include infiltrating the community and holding regular sponsored classes like Mommy & Me Yoga as well as training the staff to be overly friendly and just way too interested in how much our extracurricular activities will bounce our boobs.
It’s a smart move by Athleta, what with the US market of womens active wear already raking in $14.3 billion, but can they catch up with the culty company that made a record $1 billion in sales last year alone, despite stock dips, and has the fourth-highest sales per square foot among North American retailers after Apple Inc., Tiffany & Co. and Coach Inc.? Yowsers.
Luring yoga teachers with a tempting 30 percent discount (versus lulu’s 15) is not a bad place to start. Oh, and that they have an incredibly profitable corporation and established megabrand.
We’re thinking everyone should just get themselves one of these numbers and be done with it.
[top photo: Yue Wu, The Chronicle / SF]
- Abercrombie’s ‘Perfect Butt’ Yoga Pants (for Skinny Photoshopped Aliens)
- Gap Inc.’s Athleta, the Non-Lululemon, Comes to Take Manhattan, Plans 50 Stores by 2013
- What Is Your Yogi Name? Read This Chart and Find Out
- Yoga is Too Expensive, Or Why It Should Be Free
- Lululemon Spoofs Yoga Barbie Doll, Sparks Customer Frenzy