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

Text Link:  http://www.globaltvbc.com/lululemon+sets+its+sights+on+menswear/6442790625/story.html

Questions for Discussion:

1. Will men be keen to buy from Lululemon given its strong association with womenwear?
2. Will this strategy annoy its core target market – Women?
3. In you view, is this a good or a bad strategy?
4. Should they launch a separate sub-brand for Men to avoid cannibalizing its sales to women?