Retailers have had to adapt to survive in the age of Amazon. Shoppers need a reason to physically visit stores and give up the convenience of shopping from their couch. To address this new dynamic, lululemon athletica is experimenting with a new large-format, multipurpose store it thinks can drive customer traffic and reinforce its lifestyle brand image.
The company's new location in Chicago's Lincoln Park neighborhood is its largest ever and features several amenities not found in a typical athletic apparel store. The 20,000-square-foot store features a yoga studio, gym, meditation area, healthy food restaurant, and, of course, a Lululemon store. . . . more