The fitness brand known for trendy activewear apparel is tweaking its strategy to include more male-specific campaigns and products related to running to better extend its reach beyond female consumers

The active fashion market has grown in the last decade, with female-focused brands like Lululemon leading the charge through sleek and chic designs. Now the company is looking to other audiences, hoping to appeal to male customers with new options and a refocusing of what the brand stands for.

The company found that the majority of its male customers don't use Lululemon products for yoga, for which the brand is mainly known, but instead for running, or even workouts like CrossFit. With this information, the retailer is working to build the menswear side of the business. So far, the retailer is on track to make $1 billion in male clothing sales by 2020, especially given that 30% of its new customers come from men.

By focusing on light-weight, high-quality running gear, Lululemon is hoping to open its door to more male consumers. Stuart Haselden, Lululemon’s COO, explains, “We feel like we’re just getting started in men’s. We see Lululemon growing into a dual-gender brand, and in time we will be known for more than just women’s yoga pants.”

Lululemon

The active fashion market has grown in the last decade, with female-focused brands like Lululemon leading the charge through sleek and chic designs. Now the company is looking to other audiences, hoping to appeal to male customers with new options and a refocusing of what the brand stands for.

The company found that the majority of its male customers don't use Lululemon products for yoga, for which the brand is mainly known, but instead for running, or even workouts like CrossFit. With this information, the retailer is working to build the menswear side of the business. So far, the retailer is on track to make $1 billion in male clothing sales by 2020, especially given that 30% of its new customers come from men.