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Lululemon announced this week that they will be going where no yoga thong has gone before (that we know of): into the realm of menswear. The company says they plan to aggressively grow their mens business, opening stand-alone mens stores by 2016.
Unsurprisingly, though, for a company whose reputation was built largely on its ability to make a woman's ass look awesome in spandex, menswear makes up less than 20% of sales, Bloomberg reports. On the other hand, the menswear market is an incredible opportunity. Imagine if all your dude friends were as into Lulu as all your women friends? That would be a lot of gear. But Lululemon has its work cut out for it before that becomes a reality.
Business Insider just published a great piece citing all the reasons why it's going to be damn hard to convince guys to get into the brand. The reasons vary from the too-feminine name and logo (just say "Lulu" out loud a couple times, you'll see their point) to the fact that Nike and Under Armour already corner much of the high-tech athletic-wear market. High prices and lack of male employees are also issues for the male shopper.
But the biggest obstacle is that—unlike women—men really don't give a shit what they look like at the gym. "Most men are happy to wear a t-shirt and pair of old shorts to the gym," says Brian Sozzi, chief equities strategist at Belus Capital. "They don't see any need to put effort into their appearances there."
On the other hand, we certainly look forward to seeing Lululemon try to change that.
· 6 Reasons Men Don't Want To Wear Lululemon [Business Insider]
· The Leggings That'll Make You Forget Lululemon [Racked]
· Lululemon Recalls See-Through Yoga Pants, Shortage Ensues [Racked]