Gap's Athleta Looks a Lot Like Lululemon

Its Athleta chain mimics the locales and methods of leader Lululemon
Photographs by Nick Ferrari for Bloomberg Businessweek

Last month, Lululemon Athletica opened a store in Durham, N.C. Three weeks later, Athleta, Gap’s answer to Lululemon, opened its own shop in the same mall. The pattern—Lululemon store opens, Athleta pops up nearby—is happening across the U.S. as Gap mounts the most potent threat so far to the Vancouver-based yoga powerhouse.

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