Lady discount apparel

Athleisure' lifestyle apparel is on the rise, and so are stores that provide it. There is little question that stylish activewear--from yoga pants to terry track suits--is getting extended play through 2004. To meet demand, numerous companies are not only expanding the breadth of existing assortments, but are launching entirely new retail concepts to satisfy the growing number of misses, juniors and plus-sized fans. The goal is to sell clothes that are suitable for the street but practical for the gym.

Gap Body was one of the first of these chains to meet with success Originally intimates-focused, the store now features an extensive range of gym-appropriate apparel, primarily in cotton/Lycra blends.

More recently this past May, Dick's Sporting Goods launched a new store concept, Ativa, aimed at drawing in these customers. Reebok has also begun testing sportive lifestyle apparel and footwear concept stores in California, the epicenter of holistic living. These stores include elements that go above and beyond classic athleticwear concepts including Lady Foot Locker and Modell's. These stores are, in a sense, women's wellness centers, with studios for yoga and other fitness classes, walking and running clubs, and sales associates prepped to provide information on the mind-body approach to fitness. Ativa sells hand weights and exercise implements specifically designed for women, exercise videos, and even energy bars--one-stop shopping for busy rooms.

One of the fastest-expanding of all of these specialty stores is Lucy, a 12-store chain founded a few years ago. The national, Portland Ore.-headquartered chain will expand to 28 stores by the end of 2004. Currently, there are stores in New York City, Houston and Los Angeles.

"We plan to keep expanding, as we have been very lucky in the positive response that our store concept has received in all of the markets where it has been introduced," said Beth Zappitello, director of merchandising for Lucy.

The name "Lucy" might be familiar--the company started as a Internet retailer, with memorable "Lucy of Portland" ads that portrayed "Lucy" as a quasi-patron saint of women's fitness. Because of its initial strong consumer advertising push, the company has been successful in retailing approximately 50% of Lucy-branded private label. Apparel encompasses 80% of the assortment, not including footwear, which is sold in larger stores. The company has carried brands including Adidas, Hard Tail and even Christy Turlington's Nuala line at, premium price points. However, "the average top is between $22 and $24," said Zappitello. "We sell a lot of cotton in both basic and fashion colors." Ativa's assortment is similar, with both aspirational items and more affordable private label.

Lucy's peers, including Old Navy, are responding to the 60% of the population above a size 12 with plus-size activewear, which sales have proven not to be an oxymoron. Likewise, as in Victoria's Secret and J.Crew catalogs, Lucy is offering multiple pant lengths, catering to petite, average and statuesque shoppers.

"The more customized the selection of apparel, in both the design and fit of the apparel, and the boutique, custom assortment of styles in the department, the better we do," noted Zappitello.

Women are still wild for active wear that doubles as casual wear, and as a result, expect these new retail chains to keep springing up and thriving.