Fashion, Features

Ready set &go – Lululemon’s new line

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By: Sarah Horsfall You are a career woman and you have the tendency of always being on the go. You battle it out at the office, you battle it out at the gym, and then in celebration you rage on at an after-hours bar. You have no intention in slowing down because you are a warrior. We conquer and look good while doing it. So what is the problem? Well, who has the time to change? Lululemon has introduced a solution with their new line “&go” that can be worn in and out of the gym. On Monday, the label introduced its new line with the following Twitter tweet: “You’re busy living. We get it. Introducing &go.” The concept being based on easy layering, the fabrics are promised to be breathable and water-resistant. So far the line consists of open-back tops, tops that flare out at the waist, shorts, pants, and a casual dress. The range of the line goes from $54 for a top to almost $200. The line was made available online on Tuesday.
Open-back top

Open-back top

Peplum Tank

Peplum Tank

 
Here to There Pants

Here to There Pants

As we already know, gone are the days of hitting the gym in old sweat gear. The trend of incorporating style with our daily sweat ritual is fully developed. Lululemon’s new line though takes the trend to another level. Lululemon has now created a line that hopes to smooth the transition between what women do at the gym and what they do afterwards. As their website declares, “every minute counts…we get it”. Camilo Lyon, analyst at Canaccord Genuity in New York, commented to the Financial Post that after a year of bad publicity, the strong reception to “&go” could help turn investor sentiment positive. Some of the bad publicity can be contributed to slowing growth, inefficient product recalls, accusations of shareholders being mislead, and Dennis Wilson’s comment regarding women’s body shapes. Six of the twelve new products though, were sold out within a day. Lululemon shares rose more than 2% to US $ 49.07 in midday Nasdaq on Tuesday. The label’s shares rose another 1.92% to US $ 49.95 this morning. There is a strong belief that with this strong reception the line will be expanded.

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