Lululemon targets male customers with expanded menswear line

Lululemon is shifting its focus to attract more male customers, aiming to quadruple its men's business by 2026. The company plans to double its overall revenue to $12.5 billion, with men's sales growing 11% in the second quarter of 2023. Historically seen as a women's brand, Lululemon is expanding its men's offerings, which include apparel for various sports and casual wear. The company has introduced innovative fabrics, such as a sweat-proof casual shirt, to appeal to men seeking practicality and performance. Despite its efforts, Lululemon faces challenges in brand awareness among men and competition from other athleisure brands. The company is working to improve visibility and create a more inclusive image to attract a broader male audience.