Lululemon hopes Ivivva brand will create young customers

Lululemon (NASDAQ:LULU) may have started losing some of its loyal customer base, but it's looking to build it back up by aiming at younger shoppers through its successful Ivivva Athletica brand.

Ivivva targets 6- to 15-year-old girls with athletic apparel made from the same materials as Lululemon products, reported Business Insider. The youth chain started in Canada in 2009, but has grown to have 20 locations by the end of the year in cities like Dallas, Houston, New York, Boston and Chicago.

Unlike its women's brand, Ivivva is proving to be a much needed lift for Lululemon. The girls' business reported a 37 percent leap in same-stores sales for the most recent quarter, while Lululemon sales dipped 3 percent.

"I'm very, very excited about the work that we are doing with Ivivva," Lululemon CEO Laurent Potdevin told Business Insider. "We are creating the next generation of Lululemon guests, so a very exciting prospect, and in the meantime we're doing great work in our communities with little girls."

The chain uses the same tactics as its parent company to get shoppers in the door, hosting yoga, Zumba and other fitness sessions in-store, while also holding "Dreams and Goals" support groups.

That said, there are signs that Ivivva could face some of the same challenges that have proved problematic for Lululemon. While the girls' brand does mark down items, they're still significantly more expensive than similar products from brands like Under Armour (NYSE:UA) and Nike (NYSE:NKE). Some reviews on Ivivva's website have also reported issues like pilling, similar to the sheer fabric issue that saw Lululemon's CEO step down last year.  

For more:
-See this Business Insider story

Related stories:
Lululemon pushing menswear, expansion
Lululemon Athletica appoints Duke Stump as executive vice president, community and brand
Lululemon founder Wilson sells shares, ends battle
Lululemon, Aeropostale among retailers unlikely to reach 2015
Lululemon founder wants to buy back company

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