Company: Lululemon Athletica Inc.
CEO: Calvin McDonald
Year founded: 1998
Headquarter: Vancouver, British Columbia, Canada
Number of Employees : 38,000
Type: Public
Ticker Symbol: LULU
Market Cap (Jun 2025): $31.87 Billion
Annual Revenue (FY2024): $10.6 Billion
Profit | Net Income (FY2024): $1.8 Billion
Products & Services: Athletic Wear | Lifestyle Apparel | Shoes | Casual Wear | Accessories | Bags | Yoga Mats | Water Bottles | Secondhand Goods | Personal Care Products | Digital Workout Classes
Competitors: Nike | Adidas | Under Armour | Athleta | Sweaty Betty | Fabletics | Alo Yoga | Puma | Outdoor Voices | Gymshark | Vuori | prAna | Zella | AEANCE | Columbia Sportswear | Public Rec | Old Navy | Reebok | Tracksmith | Abercrombie & Fitch | Free People | ASICS
Fun Fact:
Did you know?
Lululemon is a global technical athletic apparel, footwear, and accessories company founded by Chip Wilson. The brand offers fabric innovations and functional designs. It partners with yogis and athletes in local communities worldwide for continuous research and product feedback. In 2024, lululemon’s annual revenue increased by 10% to $10.6 billion. It generated $1.8 billion in profit. But who is Lululemon’s target market? [1]
To understand Lululemon’s customer base and success for over 27 years, here is an in-depth analysis of its target market:
Lululemon’s Target Market Overview
Lululemon targets consumers seeking apparel, footwear, and accessories for yoga, running, training, and other physical activities. It started as a yoga wear retailer and expanded its offerings to include sporting tops, jackets, hoodies, joggers, running shoes, underwear, leggings, casual wear, gloves, mittens, hats, shoes, bags, yoga mats, and water bottles. In May 2025, lululemon launched the new Align No Line High-Rise Pant to celebrate the 10th anniversary of its Align label. The Align franchise was introduced in 2015 as a single pair of stretchy yoga tights and disrupted women’s athletic apparel thanks to Lululemon’s Science of Feel product creation methodology. It evolved into a $1 billion business. [2]
Lululemon has grown by adapting its portfolio and marketing strategies. The brand creates transformational products and experiences that build meaningful connections and well-being for all. In Mar 2022, lululemon announced its official entrance into the footwear category. The brand introduced its first running shoe, Blissfeel, in New York and revealed Chargefeel, Strongfeel, and Restfeel styles. It now offers a head-to-toe solution for guests. The company unveiled its men’s footwear collection in 2023. [3]
Lululemon segments its customer base to cater to different tastes and preferences. Here is a comprehensive analysis of Lululemon’s demographic, psychographic, geographic, behavioral, and technographic segmentation:
Lululemon’s Target Market: Demographic Segmentation
Lululemon’s target market spans both genders. The brand was founded to provide innovative yoga wear for women. It now offers athletic and lifestyle apparel, accessories, and personal care products for all consumers. In 2024, lululemon generated 63% of its annual revenue through its women’s product category. Its men’s segment accounted for 24% of sales, highlighting a strategic shift to serve both genders. [4]
Lululemon is committed to growing its men’s category. Male consumers engaged in fitness activities increase demand for Lululemon’s stylish and functional athletic wear. The brand launched its first global marketing campaign for men, “Strength To Be,” in Sep 2017. In Apr 2022, lululemon announced its Power of Three ×2 growth strategy to accelerate growth and global expansion. The company plans to double its digital and men’s revenue and quadruple its international sales. Wayne Gretzky, DK Metcalf, and Casey Neistat wore the ABC pants in the 2023 advert. Lululemon’s men-vs-women sales gap has narrowed since 2018. “Following our compelling track record of delivering against our goals, I am excited about taking our growth strategies to the next level to serve more and more guests around the world,” said CEO Calvin McDonald. [5]
Lululemon primarily targets young to middle-aged adults between 18 and 45 years. Its products appeal to health-conscious women aged 18-35. Gen Z, Millennials, and younger Gen Xers dominate Lululemon’s target audience. This demographic is active, engaged in yoga, fitness, and wellness practices, and prioritizes a healthy lifestyle. The brand operates in the fast-growing women’s activewear market. In 2024, the global women’s performance sports apparel market was valued at $42 billion. This figure could increase to about $50 billion by 2027 according to Statista. [6]
Lululemon caters to consumers with different educational backgrounds and income levels. Its prices fall within the premium segment, targeting shoppers with disposable income. These consumers often invest in high-quality products with craftsmanship and performance. Most of Lululemon’s customers are educated and well-informed about health and wellness trends. The brand strengthens its position among this demographic through fitness classes, health-focused workshops, and wellness events. In Sep 2024, lululemon hosted wellbeing events worldwide as part of its “Together We Grow” initiative. It connected consumers in major global cities, including Seoul, Shanghai, London, Berlin, and New York on World Mental Health Day. [7]
Lululemon’s Target Market: Psychographic Segmentation
Lululemon targets consumers with specific psychological attributes. The company tailors its products and marketing messages to resonate with the audience’s lifestyle choices, interests, personality traits, and values. Its customers prioritize physical fitness, mindfulness, self-care, and well-being. Lululemon appeals to this consumer group by connecting its products with a healthy, active lifestyle. In Sep 2023, lululemon partnered with Peloton as its exclusive digital fitness content provider. Lululemon Studio All-Access Members can access thousands of Peloton classes. This partnership communicates Lululemon’s commitment to fitness and healthy living. [8]
Lululemon’s target audience includes Gen Z and Millennials. These consumers value ethical consumption and sustainability. They consider how their purchases impact communities and the planet. Lululemon appeals to eco-conscious consumers by embedding eco-friendly and sustainable practices into its production and operations. For example, lululemon seeks to use 100% sustainable materials by 2030. The company aims to reduce the average freshwater usage in its product manufacturing process by 20% by 2025. About 100% of the regenerated cellulosic fibers used in Lululemon’s products have been sourced responsibly. It switched to 100% forest-based materials third-party audited or certified in 2022, achieving its target ahead of schedule. These sustainability goals and achievements align with the values of eco-conscious consumers. [9]
Lululemon’s target audience is defined by its purpose statement: “Elevate human potential by helping people feel their best.” The brand focuses to satisfy the needs of fitness enthusiasts and active consumers seeking stylish workout gear. It achieves this goal by promoting a balanced lifestyle. For example, lululemon’s marketing messages promote the lifestyle that customers can achieve through its gear rather than the products themselves. This strategy links consumers’ aspirations with Lululemon’s apparel, shoes, and accessories. [10]
Lululemon’s audience seeks connection and wants to feel part of a community. The brand satisfies these desires through local events, including yoga classes, running clubs, and workshops. It also tailors its marketing messages to emphasize the experiences associated with its products. For example, lululemon partnered with Peloton in Oct 2024 to host “Playdates” classes and play-inspired activities on World Mental Health Day. These events allowed consumers to move and connect with others. [11]
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Lululemon’s Target Market: Geographic Segmentation
Lululemon serves a global target audience. The brand leverages geographic segmentation to strengthen its products’ position in diverse markets worldwide. In 2024, lululemon generated $6.48 billion in the US and $1.41 billion in Canada. Mainland China contributed $1.36 billion, making it Lululemon’s third-largest market. The brand accumulated $180 million in Hong Kong SAR, Taiwan, and Macau SAR and $1.12 billion in other geographic areas. [12]
Lululemon has a strong market presence in North America. It was founded in Canada and expanded to the US, conquering both markets. The brand has dominated the American and Canadian activewear space since its founding. As of May 2025, Lululemon operated 760 retail locations globally. The US has 374 Lululemon stores. Mainland China is Lululemon’s second-largest market with 151 outlets, followed by Canada with 71, Australia with 33, South Korea with 20, the UK with 19, and Mexico with 17. [13]
Lululemon targets consumers in urban and rural areas worldwide. However, the brand appeals to urban dwellers with easy access to gyms, yoga studios, and outdoor activity spaces. It has a strong market presence in vibrant North American cities. As of Jan 2025, Lululemon had 12 stores in New York City, 7 in Chicago, 6 in Houston, 5 in Los Angeles, 5 in Las Vegas Nevada, and 5 in Atlanta. Vancouver leads in Canada. The fitness culture is integrated into daily life in cities, where many young, affluent, and health-conscious consumers seek premium athleisure apparel. [14]
Lululemon offers high-quality athletic gear for outdoor activities in rural areas. It satisfies the needs of rural consumers by investing in fabric innovation and product development. In 2022, lululemon entered a new category and launched its first-ever Hike Collection. The 33-piece line of women’s and men’s clothing and accessories cater to outdoor enthusiasts. It appeals to active consumers seeking stylish and comfortable gear for outdoor summer activities in rural areas. “We created Hike for anyone looking to get outdoors and enjoy the peaceful feeling that comes from immersing oneself in nature,” said Ben Stubbington, Lululemon’s senior VP of design and concepts, “We wanted this collection to be about the functionality Lululemon is known for, elevated with adaptable details for outdoor adventures like packable, lightweight layering systems, fashion-forward aesthetic and colors, with abrasion-resistant, highly breathable fabrics.” [15]
Another component of Lululemon’s geographic segmentation is climate. The brand considers climate in its fabric innovation and product development. For example, lululemon designs apparel with light, breathable fabrics for warm-weather workouts. These products target fitness enthusiasts in warmer regions. It develops clothing with insulation for winter sports or colder workout environments. These considerations ensure that Lululemon’s products address consumers’ needs influenced by their regions’ climate. [16]
Lululemon serves its global audience through company-operated stores and e-commerce platforms. The brand has strengthened its multichannel sales strategy since 2020 by investing in a direct-to-consumer model. In 2024, lululemon’s direct-to-consumer channel generated over $4.5 billion. The company’s e-commerce segment accounted for over 40% of the $10.6 billion in annual revenue. This multichannel approach enhances convenience and access to Lululemon’s products worldwide. [17]
Image Source: Israel Espino
Lululemon’s Target Market: Behavioral Segmentation
Lululemon’s target consumers buy activewear from brands that promote fitness, inner peace, self-care, and wellness. The company aligns its products and marketing messages with this purchase behavior. For example, in Sep 2022, the brand unveiled Lululemon Studio. This new service connects members to fitness content, community, and products, including over 10,000 on-demand and live-streamed classes. Consumers can access Lululemon Studio at home, in person, and on the go. [18]
Lululemon’s target audience includes “achievers” and “succeeders.” These consumers aspire to achieve their full potential through mindfulness practices. The company satisfies this audience’s needs by providing resources and product innovations. In Mar 2024, lululemon hosted its first women’s ultramarathon. The brand unveiled new products co-created with the 10 female athletes competing in the event. The 36 innovations consider situational and always-on functions for a multi-day race, creating an opportunity for professional women runners to set distance and time-based world records. “When supported with innovation and resources, we are confident women will continue to redefine the limits of what’s possible. This is the motivation and purpose behind our FURTHER initiative,” said Nikki Neuburger, Chief Brand Officer, lululemon. [19]
Lululemon’s target consumers seek specific benefits from the athleisure company. They want more than apparel, shoes, and accessories. Their desires are captured by Lululemon’s vision statement: “We create transformative products and experiences that build meaningful connections, unlocking greater possibility and well-being for all.” The brand’s commitment to satisfy these demands is reinforced by its core values: personal responsibility, connection, inclusion, courage, and fun. [20]
Lululemon has a loyal customer base. The company satisfies its target audience’s demands to boost brand loyalty. For example, lululemon launched membership programs in 2022 with two tiers, offering customers exclusive benefits. The free membership option gives users early access to Lululemon’s new products, exclusive items, and invitations to in-person community events. Its paid tier provides all perks in the free plan and workout content from partner studios, including Rumble, Y7, Pure Barre, and DogPound. These offerings maximize value for customers’ money, enhancing loyalty. [21]
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Lululemon’s Target Market: Technographic Segmentation
Lululemon’s target consumers are tech-savvy and digitally mature. The audience includes Gen Z and Millennials, known for adopting the latest technologies. They leverage wearable trackers, fitness apps, and at-home class streaming to simplify or enhance their workouts. Lululemon meets these consumers’ needs by investing in cutting-edge tech solutions. For example, the brand acquired the Mirror digital platform. This smart mirror offers live and on-demand fitness classes. Users can work out at home and personalize workout routines to their individual fitness journey by setting goals and preferences. [22]
Lululemon targets consumers who engage frequently in physical activities. This young and active audience uses Lululemon’s gear more often than other consumer segments. They’re also in the advanced tech adoption stage. For example, lululemon launched its complimentary membership program in 2022, offering events, early access to new product drops, receipt-free returns, free hemming, exchange or credit on sale items, and digital fitness platforms. This program had grown to over 22 million members by Sep 2024. [23]
References & more information
Lululemon (2025, Mar 27). Lululemon Athletica Inc. Announces Fourth Quarter and Full Year Fiscal 2024 Results. Lululemon.com
Lululemon (2025, May 20). Lululemon Celebrates 10 Years of Align. Lululemon.com
Lululemon Athletica (2022, Mar 8). Lululemon Reveals First-Ever Footwear Collection: Made for Women First. Lululemon.com
Davies, K. (2025, May 7). Net revenue of Lululemon worldwide from 2018 to 2024 by category. Statista
Lululemon (2022, Apr 20). Lululemon Announces Five-Year Growth Plan to Double Revenue by 2026 to $12.5 Billion. Lululemon.com
Davies, K. (2025, Mar 7). lululemon revenue 2008-2024. Statista
Lululemon (2024, Sep 23). Lululemon Brings Community and Movement Together Across the Globe this Mental Health Day. Lululemon.com
James, D. (2023, Sep 28). Lululemon to discontinue Mirror as it teams up with Peloton. Retail Dive
8ception Staff (2024, Sep 28). Is Lululemon Sustainable? Lululemon Sustainability Analysis. Eightception.com
About Us: Our Purpose. Lululemon.com
Weicher, K. (2024, Oct 5). Lululemon x Peloton “Playdate” Classes & Collection. Peloton Buddy
Davies, K. (2025, May 7). Net revenue of Lululemon worldwide 2024 by region. Statista
Davies, K. (2025, May 7). Number of Lululemon Athletica stores worldwide 2022-2024 by country. Statista
SH Analysis (2025, Jan 21). Number of Lululemon stores in the United States in 2025. Scrape Hero
Stessman, E. (2022, Jul 6). A “Hike to Swim” bra, convertible pants, and more must-haves from Lululemon’s Hike Collection. TODAY
Cartwright, S. (2024, Dec 13). From Puffer Jackets to Flared Leggings, These Are the Best New Lululemon Products. SHAPE
Davies, K. (2025, May 7). Net revenue of Lululemon worldwide from 2010 to 2024 by sales channel. Statista
Lululemon Athletica (2022, Sep 28). Lululemon Studio, a new Fitness Platform, is launched. Lululemon.com
Lululemon (2024, Mar 5). Lululemon’s First Women’s Ultramarathon, FURTHER, begins to understand Human Performance and challenge World Records. Lululemon.com
About Us: Our Vision & Values. Lululemon.com
Thomas, L. (2022, Apr 20). Lululemon introduces monthly memberships for clothes, events, and classes to attract loyal customers. CNBC
Renascence Staff (2024, Sep 7). How Lululemon Elevates Customer Experience (CX) with Community Engagement and Digital Fitness Platforms. Renascence.com
Pile, T. (2024, Sep 2). Lululemon expanded its membership program and introduced third-party brands. Glossy
Featured Image by P.L.
Merchandise image by Israel Espino
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