Gap is coming straight for Lululemon with $100 workout pants for men (GPS)

pulse

September 20, 2018 4:23 PM

Hill City is a new men's clothing brand from Gap Inc. that is sold online and at Athleta stores. The collection features a mix of athletic and casual wear, such as shorts, hoodies, and light jackets, which have an average price point of $80.

Gap
Lululemon

Gap is doubling down on athleisure to boost sales.

On Monday, the retail giant launched Hill City, its new men's clothing brand that is sold online and at 50 Athleta stores.

The new collection features a mix of athletic and casual wear, such as shorts, hoodies, and light jackets, which have an average price point of $80. Running pants cost $98; shorts cost between $58 and $78.

according to The NPD Group.

Adding menswear also allows Gap to better compete with other industry players who are also focusing on this customer.

Lululemon, one of Athleta's key competitors

The ABC (anti-ball-crushing) pant is one of its most popular items in this category, and it's paving the way. These $128 stretchy pants are Lululemon's version of comfortable jeans.

"The ABC pant in men's is probably one of the best. It's clear that our guests have an appetite for this," Haselden said.

He added: "We're being pulled into these categories versus pushing our way into them, if you will."

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