Here’s a great article and video from Yahoo! Finance on Lululemon’s “Man Problem”. Lululemon’s brand is so tied up with yoga, and yoga is so strongly associated with women, that any yoga-centric brand is going to have a really difficult time connecting with men. So this is not really Lululemon’s problem, per se, but a larger problem facing commercial yoga in America. Sure, the “gendering” of yoga has been very lucrative for a lot of companies, but it also ignores almost half the marketplace — i.e., all those people out there with Y chromosomes.
I’ve said a lot on this topic in the past, so instead of repeating myself, I’m including links to some older posts:
- Lululemon Needs To Make One Change To Massively Improve Business (businessinsider.com)
- Yoga for Men Video on Yahoo! (yogaisforlovers.wordpress.com)
- Yoga for Real Men (yogaisforlovers.wordpress.com)
- Yoga for Men (yogaisforlovers.wordpress.com)