Though trends have shown athleisure declining in prominence among American consumers, Lululemon is defying the downward trend.
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Lululemon's $98 bra shows how it's defying the 'athletic carnage' plaguing retail (LULU)
Trends have shown athleisure's dominance is declining, but Lululemon shows that's not true for every company
Lululemon beat estimates in its latest quarterly earnings report, with revenue increasing 13% to $581.1 million ($567.79 million analysts).
That signals that athleisure isn't dead yet — but poor results from other apparel sellers prove its buyers are becoming pickier.
"They are very intentional," Lululemon CEO "They want brands that have purpose."'
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a misinterpretation in what's going on and how people want to live their lives," he said on CNBC.
There are still more people than ever living more active lifestyles according to
Lululemon targets this core customer with innovative products, like the new best seller in the women's bra category, the Enlite bra — which retails for $98, the Potdevin revealed on Thursday's earnings call. The Enlite uses a different, lighter fabric, and is designed to offer stronger shaping than the average sports bra.
"[Lululemon's] unique brand positioning and fashionable product offering have allowed it to dominate the North American athletic yoga apparel category," Morgan Stanley analysts wrote in a note to investors.
"We're on a very different playground," Potdevin told the CNBC
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