Lululemon has been testing an annual subscription plan that would merge its digital and physical footprints, offering users access to discounted shipping for online orders and access to exclusive yoga classes and events in the real world.
During the test, which Lululemon refers to as a “loyalty program,” members were charged a fee of $128 for an annual membership (that’s $10 above the annual price of Amazon Prime). Users were able to choose between an exclusive pair of pants or shorts at sign up and additionally had access to monthly curated work out classes in the local community, facilitated by existing Lululemon ambassadors.