Small-business owner aims to compete in fashion yogawear market

Alex Leikermoser, owner of the Canadian company Yogagurl, wants to compete against Lululemon Athletica in search of customers for her yoga fashion brand. Her company has just one location, but Leikermoser believes there is a niche for locally produced products. Experts say she may be able to win market share by tapping into the power of social media and developing a superior e-commerce experience.

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