Lululemon Plans Men’s Footwear Launch
Lululemon Plans Men’s Footwear Launch
Lululemon, which last week called its early holiday sales “strong” and forecasted total Q4 revenues of $3.135 to $3.17 billion, intends to put extra attention on the men’s business and launch footwear for men in 2024. The men’s footwear will join the existing women’s footwear line at lululemon, which launched in 2022, and includes running and training styles, as well as a recovery slide.
While the brand’s Q3 men’s sales increased by 15 percent, the group admitted men’s brand awareness for lululemon is low and ranges from 13 percent in the U.S. to 12 percent in Australia and in the single digits in all other global markets. An effort is underway to increase media and brand building around men’s offerings. In Q3, the company tested a new men’s campaign featuring its ABC bottoms and the advertising will continue in 2024 as the brand launches its first footwear offerings for men and focuses on its core franchises new Soft Jersey and Steady State product concepts.
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