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lululemon Refreshes Product Strategy: Will New Styles Click?
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Key Takeaways
lululemon is updating core franchises, reducing SKUs and boosting inventory discipline.
LULU is chasing about 20% more volume this year to react faster to guest demand.
lululemon saw favorable guest response to Scuba, Steady State and Define franchises.
lululemon athletica inc. (LULU - Free Report) is refocusing its growth strategy around product creation, product activation and enterprise enablement, with the near-term goal of restoring full-price sales growth and strengthening long-term brand health. The company is responding to shifting consumer preferences with a more agile product approach, faster inventory replenishment and a stronger pipeline of new styles.
Management highlighted that it is updating core franchises, reducing SKUs and improving inventory discipline while increasing chase capabilities to quickly replenish products gaining traction. The company is chasing about 20% more volume this year compared with last year, allowing it to react faster to guest demand.
The strategy comes as lululemon navigates inconsistent product performance and weaker demand trends. While some launches have underperformed expectations, management noted positive momentum in newer away-from-body women’s bottoms, including the Groove Wide-Leg, Align Foldover Jogger, Breezily and updated Dance Studio Pant. The company also saw favorable guest response to Scuba, Steady State and Define franchises, while men’s Metal Vent Tech tees and golf tops continued to perform well. These products could help offset pressure in traditional leggings, where sales declined approximately 20% in second-quarter fiscal 2026 as consumer preferences shifted toward looser silhouettes.
Management believes that improved product execution, combined with stronger brand activation and marketing investments, can help rebuild demand over time. However, the recovery depends on whether new styles can consistently attract customers and support full-price selling.
Second-quarter fiscal 2026 results showed that overall product launches remained uneven, contributing to weaker traffic and conversion trends in key markets. As lululemon continues to refine its assortment and invest in winning categories, the ability of these new styles to resonate with consumers will remain a key factor in determining the pace of its sales recovery.
LULU’s Price Performance, Valuation and Estimates
Shares of lululemon have lost 39.9% in the past six months compared with the industry and the Consumer Discretionary sector’s decline of 4.3% and 4%, respectively. The Zacks Rank #5 (Strong Sell) company has underperformed the S&P 500’s rally of 14% in the same period.
LULU’s 6-Month Price Performance
Image Source: Zacks Investment Research
From a valuation standpoint, LULU trades at a forward price-to-earnings ratio of 10.59X compared with the industry’s average of 14.41X.
Image Source: Zacks Investment Research
The Zacks Consensus Estimate for LULU’s fiscal 2026 and 2027 earnings suggests a year-over-year decline of 28.1% and 5.5%, respectively. The company’s EPS estimate for fiscal 2026 and 2027 has moved down 2.1% and 2.4%, respectively, in the past seven days.
The Zacks Consensus Estimate for Kontoor Brands’ current financial-year sales and earnings indicates a decline of 14.3% and 6.1%, respectively, from the prior-year reported levels. KTB delivered a trailing four-quarter earnings surprise of 21.4%, on average.
Savers Value Village, Inc. (SVV - Free Report) , a thrift operator, sells second-hand merchandise in retail stores in the United States, Canada, and Australia. The company currently carries a Zacks Rank of 2.
The Zacks Consensus Estimate for Savers Value’s current financial-year sales and earnings is expected to rise 6.1% and 6.7%, respectively, from the year-ago reported figures. SVV delivered a trailing four-quarter negative earnings surprise of 1.6%, on average.
Superior Group of Companies, Inc. (SGC - Free Report) produces, manufactures, and sells promotional products and branded uniforms, and healthcare apparel and accessories in the United States and internationally. The company currently carries a Zacks Rank of 2.
The Zacks Consensus Estimate for Superior Group’s current financial-year sales and earnings indicates growth of 3.1% and 39.1%, respectively, from the year-ago reported numbers. SGC delivered a trailing four-quarter earnings surprise of 90.2%, on average.
View the Zacks #1 Rank List
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lululemon Refreshes Product Strategy: Will New Styles Click?
Key Takeaways
lululemon athletica inc. (LULU - Free Report) is refocusing its growth strategy around product creation, product activation and enterprise enablement, with the near-term goal of restoring full-price sales growth and strengthening long-term brand health. The company is responding to shifting consumer preferences with a more agile product approach, faster inventory replenishment and a stronger pipeline of new styles.
Management highlighted that it is updating core franchises, reducing SKUs and improving inventory discipline while increasing chase capabilities to quickly replenish products gaining traction. The company is chasing about 20% more volume this year compared with last year, allowing it to react faster to guest demand.
The strategy comes as lululemon navigates inconsistent product performance and weaker demand trends. While some launches have underperformed expectations, management noted positive momentum in newer away-from-body women’s bottoms, including the Groove Wide-Leg, Align Foldover Jogger, Breezily and updated Dance Studio Pant. The company also saw favorable guest response to Scuba, Steady State and Define franchises, while men’s Metal Vent Tech tees and golf tops continued to perform well. These products could help offset pressure in traditional leggings, where sales declined approximately 20% in second-quarter fiscal 2026 as consumer preferences shifted toward looser silhouettes.
Management believes that improved product execution, combined with stronger brand activation and marketing investments, can help rebuild demand over time. However, the recovery depends on whether new styles can consistently attract customers and support full-price selling.
Second-quarter fiscal 2026 results showed that overall product launches remained uneven, contributing to weaker traffic and conversion trends in key markets. As lululemon continues to refine its assortment and invest in winning categories, the ability of these new styles to resonate with consumers will remain a key factor in determining the pace of its sales recovery.
LULU’s Price Performance, Valuation and Estimates
Shares of lululemon have lost 39.9% in the past six months compared with the industry and the Consumer Discretionary sector’s decline of 4.3% and 4%, respectively. The Zacks Rank #5 (Strong Sell) company has underperformed the S&P 500’s rally of 14% in the same period.
LULU’s 6-Month Price Performance
Image Source: Zacks Investment Research
From a valuation standpoint, LULU trades at a forward price-to-earnings ratio of 10.59X compared with the industry’s average of 14.41X.
Image Source: Zacks Investment Research
The Zacks Consensus Estimate for LULU’s fiscal 2026 and 2027 earnings suggests a year-over-year decline of 28.1% and 5.5%, respectively. The company’s EPS estimate for fiscal 2026 and 2027 has moved down 2.1% and 2.4%, respectively, in the past seven days.
Image Source: Zacks Investment Research
3 Stocks Looking Good
Kontoor Brands Inc. (KTB - Free Report) is a lifestyle apparel company that designs, manufactures, procures, sells, and licenses apparel, footwear, and accessories. The company currently carries a Zacks Rank #2 (Buy). You can see the complete list of today’s Zacks #1 Rank (Strong Buy) stocks here.
The Zacks Consensus Estimate for Kontoor Brands’ current financial-year sales and earnings indicates a decline of 14.3% and 6.1%, respectively, from the prior-year reported levels. KTB delivered a trailing four-quarter earnings surprise of 21.4%, on average.
Savers Value Village, Inc. (SVV - Free Report) , a thrift operator, sells second-hand merchandise in retail stores in the United States, Canada, and Australia. The company currently carries a Zacks Rank of 2.
The Zacks Consensus Estimate for Savers Value’s current financial-year sales and earnings is expected to rise 6.1% and 6.7%, respectively, from the year-ago reported figures. SVV delivered a trailing four-quarter negative earnings surprise of 1.6%, on average.
Superior Group of Companies, Inc. (SGC - Free Report) produces, manufactures, and sells promotional products and branded uniforms, and healthcare apparel and accessories in the United States and internationally. The company currently carries a Zacks Rank of 2.
The Zacks Consensus Estimate for Superior Group’s current financial-year sales and earnings indicates growth of 3.1% and 39.1%, respectively, from the year-ago reported numbers. SGC delivered a trailing four-quarter earnings surprise of 90.2%, on average.