Lululemon is currently facing several issues identified by Jefferies analysts. The brand is moving away from its core yoga roots and adopting a more generic style akin to the Gap. The analysts pointed out that large logos and an overabundance of sales are problematic. A disjointed product assortment has failed to convert with consumers. Lululemon's comparable sales in the Americas have dropped by 2%, and its stock price has decreased by over 38% in 2025. Furthermore, new designs feature bright colors and larger logos in an attempt to appeal to a wider, younger audience.
"LULU continues to stray further away from its yoga-inspired roots to designs similar to general apparel brands like the Gap."
"They're trying to become like the Gap, everything to everybody. And I think the definition of a brand is that you're not everything to everybody," said Chip Wilson.
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