Lululemon has revised its forecasts downwards due to falling demand for its yoga pants. Poonam Goyal, senior analyst at Bloomberg Intelligence, explains that despite good online and in-store traffic, sales have not kept pace. The women's collections didn't have the right cuts, colours and patterns.
Lululemon is trying to introduce looser, more casual clothing for men and women. But this is taking time, as the brand is best known for its sportswear. Customers still love the brand, but it needs to offer the right products to succeed.
Competition in the sportswear sector is increasing with brands such as Abercrombie & Fitch. Goyal notes that the sportswear market is growing everywhere, with more people playing sport and spending time outdoors. However, competition is coming from everywhere, from big brands like Amazon, Walmart and Target.

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