As people are increasingly working from home and exercising at home, clothes that are both functional and comfortable have become popular. Capitalizing on this trend, Canadian athletic gear brand Lululemon recently opened its largest shop in Asia in the Roppongi Hills commercial complex in Tokyo. The store showcases a hybrid clothing style called "athleisure" in which athletic outfits can also be worn for non-athletic outings and other occasions.
Lululemon was established in 1998 as a yoga apparel brand. Its products that are both functional and fashionable are especially popular among people in their 20s and 30s in North America. Lululemon Athletica Inc. currently operates about 500 stores mainly in North America as well as in Europe and Asia. The brand entered the Japanese market in 2017.
The Roppongi store is the company's ninth outlet in Japan and opened on June 10. The store is characterized by its wood-grain interior and warm atmosphere. Besides clothes for activities such as running and yoga, shirts and pants for men to wear both at work and outside of work -- produced with the concept of "From bicycles to conference rooms" -- are displayed on the first floor.
The shop also features a multipurpose space on the second floor where events, yoga lessons and other activities are held.
"Every Lululemon store places importance on offering customers an experience rather than selling products," said Stewart Tudor, managing director of Lululemon Athletica Japan.
The company has appointed people like ordinary yoga teachers and athletes as its "ambassadors" to promote the brand. They contribute to creating local communities by holding events on a regular basis and building close relationships with customers.
Even amid the novel coronavirus pandemic, the company has continued to offer lessons and hold other events online. As more people are staying home, sales of yoga mats and clothing such as stretchable pants that are comfortable to wear while telecommuting have also been brisk.
"People are connected and enjoy the 'Sweat Life' by moving their bodies for mental and physical health. We want Lulemon to provide such opportunities," Tudor said.
Read more from The Japan News at https://japannews.yomiuri.co.jp/
