Rivals Rush to Copy Lululemon’s Yoga Pose

Gap, Nike, and Nordstrom appear to have something in common: Lululemon envy. Seeking to lure shoppers willing to spend $98 on stretchy yoga pants, these retailers are mimicking the strategy of Lululemon Athletica, the 13-year-old Vancouver (B.C.) sports apparel company known for its pricey yoga gear. Nike’s Salvation chain of athletic-wear stores is selling $64 training capris and features a yoga-studio format and logo similar to that of Lululemon. Gap’s Athleta stores sell $60 women’s yoga tops and offer free yoga classes—another innovation popularized by Lululemon. Nordstrom’s Zella line, dedicated to yoga attire, even hired a Lululemon alum to launch the effort.

By adding yoga gear to their mix, the three big retailers are positioning themselves to grab a larger share of women’s athletic apparel sales. Despite the lingering effects of the recession, U.S. sales of women’s athletic clothing rose 2.6 percent last year, to $30.5 billion, says market researcher NPD Group. Lululemon’s revenue grew 57 percent, to about $712 million. “This trend is 100 percent driven by Lululemon,” says analyst Andrew Burns of equity research firm D.A. Davidson.