Lululemon Athletica has launched a Canadian online retail store for its Ivivva line of dance and athletic apparel with the launch of Ivivva.com.
Visitors to the site can shop for products such as sports bras, leotards, shorts, pants and skirts in the Ivivva line, which was created by in 2009 in response to a demand for Lululemon-style garments in girls’ sizes.
In addition to serving as a retail website, Ivivva.com features a tool that allows visitors to e-mail suggestions and comments to the company’s designers. The site also includes a blog with content pitched to young dancers and athletes.
A spokesperson was not made available for interview, but a representative of Lululemon Athletica’s public relations department said in an e-mail that the company intends to promote the new website via word of mouth rather than a traditional media advertising campaign.
Lululemon operates Ivivva stores in Vancouver,Calgary, Edmonton and a showroom in Oakville, Ont.
