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Lord & Taylor wants to woo the boutique fitness crowd


Lord & Taylor Celebrates #ShoesFirst With Nina Garcia Of Marie Claire Magazine

Need more sweat-wicking leggings? (Of course you do.)

This month, Lord & Taylor is launching a dedicated women’s fitness fashion section with an expanded activewear selection, in 40 stores and online. This could reach a lot more women—and their wallets.

Lord & Taylor is the latest department store to woo active women frequenting Flywheel and Pure Barre classes. While online stores have dominated the fitness fashion category with a few curated boutiques and brand stores getting in the game, Bloomingdale’s, Nordstrom, and Barneys have all been muscling in on the growing market.

“Within the activewear category, we saw the lifestyle shift and expanded our offerings in both athletic performance brands as well as lifestyle separates with an athletic feel,” says MaryAnne Morin, chief merchant for Lord and Taylor. “Our customers have been asking for more in this category—from printed leggings to joggers. These are their go-to casual styles.”

In the new section, you’ll find brands like Under Armour, Nike, Marc New York, Betsey Johnson, Bench, Solow, and Y.A.S Sport. And prices look to be a bit more budget-conscious (though not cheap), maxing out at $89. Since stylish leggings have long hovered at the $100 mark, it’s an affordable point of difference for the department store on the quickly growing sweaty-style shopping scene. —Jamie McKillop

For more information, visit www.lordandtaylor.com

(Photo: Lord and Taylor)