Description: Lululemon is planning to increase its target market by entering into menswear. Christine Day, CEO of Lululemon, believes future growth will come from this new target market.
Source: Global BC
Date: January 17 2013
Questions for Discussion:
- Will men be keen to buy from Lululemon given its strong association with womenwear?
- Will this strategy annoy its core target market – Women?
- In you view, is this a good or a bad strategy?
- Should they launch a separate sub-brand for Men to avoid cannibalizing its sales to women?