Lululemon Opening Men's Stores - Business Insider

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Lululemon's Expansion into Menswear

Lululemon, known for its women's yoga apparel, plans to open standalone men's stores by 2016. This expansion presents a significant opportunity but also substantial challenges.

Challenges Faced by Lululemon

The company faces several hurdles in attracting male customers:

• Brand Perception: The current store design and atmosphere are overwhelmingly feminine, deterring male shoppers.
• Lack of Male Employees: The predominantly female staff contributes to an unwelcoming environment for men.
• Feminine Branding: The name and logo are perceived as unappealing to a male target market.
• Male Attitudes towards Fitness Apparel: Men are less likely to prioritize expensive gym attire compared to women.
• Marketing Strategy: Lululemon's marketing expertise lies primarily in targeting women, lacking the experience in reaching male consumers through channels successfully used by competitors like Nike and Under Armour.
• Pricing: The high price point of Lululemon's clothing may be less justifiable for men who use the apparel solely for workouts.

Lululemon must address these challenges before its men's stores open to avoid a potentially unsuccessful launch.