Lululemon Athletica, the company that spearheaded the athleisure movement, has seen signs of athleisure's decline in recent months. As a result, Lululemon's stock is trading lower than its five-year average, and that's got analysts wondering why.
The reason might be a shift in what consumers want. The apparel world seems to be moving away from athleisure, in favor of denim. According to Mizuho Securities analyst Betty Chen, consumers are buying ripped and distressed jeans, as well as "retro" athletic styles. Unfortunately for Lululemon, those callback athletic looks are more in line with Adidas' and Puma's collections.
Hannah Abrams is the senior content editor for Promo Marketing. In her free time, she enjoys coming up with excuses to avoid exercise, visiting her hometown in Los Angeles and rallying for Leonardo DiCaprio to win his first second Academy Award.