.lululemon will debut monthly memberships for clothes, events and classes in a bid for loyal customers. --
and the retailer's Mirror deal. In the trial — which ran in a handful of cities across the U.S. and Canada — members were charged $128 annually for perks such as free shipping, workout classes and special events.
Nikki Neuburger, Lululemon's chief brand officer, said the company was able to learn from the pilot what its customers value most: priority access to merchandise, invitations to events and unique fitness content.According to Neuburger and Aragon, Lululemon is attracting new customers through Mirror who hadn't shopped at the retailer before. Mirror subscribers also spend"significantly more" on average than the typical Lululemon customer, they said.
"These deals aren't just about content deals," said Aragon."It's about getting [people] into the Lululemon lifestyle, and that includes wearing our gear." Lululemon's expanded fitness offering could make the retailer a closer rival to a company like ClassPass,which lets users sign up for workout classes from a number of boutique studios as well as national chains — on a subscription basis.
It's not entirely uncommon for athletic apparel brands to venture down this path, either. Alo Yoga, known for its yoga apparel and endorsed by reality TV celebrity Kendall Jenner, has a $20-per-month subscription program to its own yoga classes.
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