Sep
01
Lululemon, in a First, Goes After the Guys
Posted in: Uncategorized
Guys are finally getting their due at Lululemon.
The Vancouver-based activewear brand will debut its first dedicated men’s marketing campaign later this month, taking advantage of momentum the retailer is seeing in its men’s business, executives said Thursday on a call reporting second-quarter sales increases.
Men’s is “one of our best-kept secrets,” said Laurent Potdevin, chief executive of the 19-year-old brand, on the call. The new push, which is expected to highlight products like Lululemon’s new ABC (anti-ball-crushing) pants, will be part of the larger “This Is Yoga” global brand campaign launched in May.
