Pursuits
Man in Tights: Trying Out Lululemon’s Guy Side
Lululemon is targeting guys. Will its strategy work?
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Lululemon Athletica wants me. I’m not particularly stylish and certainly not especially affluent. I’m just a semi-fit guy who runs a bit and every once in a while sweats buckets through a 30-minute Jillian Michaels yoga DVD. In other words, there are a lot of guys like me out there (minus the Jillian Michaels part, I imagine).
It turns out, the number of women willing to shell out $100 for a pair of workout trousers is limited. And with about 218 U.S. locations and a burgeoning web store, Lululemon is stretching its potential. The company’s growth has slowed steadily in the past two and a half years.