Dive Summary:
- Yoga apparel company Lululemon is making its menswear line more visible, with around 100 men taking part in the July 28th Wall Street Decathlon wearing its branded shirts and shorts.
- The company saw a rough several months with issues involving see-through yoga pants that were followed by the resignation of the CEO and several other executives, but the push in visibility for its menswear line is part of its effort to bounce back.
- While the collection isn't extensive and it's priced higher than brands like Under Armour, will men—who may also be more averse to trying yoga—be willing to pay more for athletic apparel that might last longer and save them from further shopping?
From the article:
... The potential hurdle in the plan is trying to tie back to the company’s yoga-based roots. Lulu’s had success building its brand by hosting yoga events across the globe. Encouraging men to get down(ward dog) with the discipline might tie them up in knots to the detriment of the brand. The New York Times reported that science is on the side of the female body’s inherent elasticity to bend, roll and otherwise twist itself into yoga’s positions. Men who practice yoga are fewer (one in five out of an estimated 20 million practitioners in the United States), yet report more serious injuries more frequently. ...
