Lululemon Designing New Lines

Lululemon Athletica is adding new merchandise lines to overcome hampered sales in recent quarters. In response to a shifting tastes among its customer base, the company has been working to develop products that go beyond basic athletic wear to include more elaborate designs, as well as fashion that can be worn outside the gym, according to The Wall Street Journal.  

Experts say differentiation is increasingly important in the athletic wear arena. New competitors have emerged in recent years, including Gap Inc.’s Athleta brand. Established brands, including Nike and Under Armour, have also expanded their product lines to compete with Lululemon’s successful line of yoga wear.