Lululemon Gains Momentum in Men’s Performance Wear Market
The activewear giant is gaining recognition in the men’s market, outpacing brands like Vuori, Alo and others, a survey shows
A new survey conducted by tracking organization Tracksuit highlights Lululemon’s significant gains in the U.S. men’s performance wear market over the past year. With 9,022 qualified participants sharing insights into their preferences and brand awareness, Lululemon is a standout performer in a competitive and rapidly growing category.
Steady Growth in Awareness & Category Penetration
Between November 2023 and October 2024, overall awareness of the men’s performance wear category increased from 72% to 77%, reflecting a broader interest in clothing that combines comfort, flexibility and functionality for everyday use, according to the survey. Lululemon capitalized on this trend with a remarkable 10% increase in awareness, rising from 51% to 61% among all respondents. This growth significantly outpaced the average awareness increase for competitors, which held steady at just 24%.
Among the core demographic of men aged 34 to 65, Lululemon saw an even greater increase in awareness, climbing from 54% to 67%, a 13% gain. In contrast, competitors such as Bonobos (24% to 21%) and Faherty (12% to 8%) experienced declines, while Vuori and Alo for Men saw modest, non-significant increases.
Rising Consideration Metrics
Lululemon’s consideration metrics also trended positively, rising from 33% to 36% across all respondents, representing a statistically significant 3% increase. This indicates a growing number of consumers are not only familiar with the brand but are also considering it for future purchases.
Conversely, brands like Bonobos and Faherty saw their consideration decline, with Bonobos dropping from 14% to 11% and Faherty falling from 9% to 6%. Competitors like Vuori and Alo for Men saw slight increases, but these changes were not statistically significant, underscoring Lululemon’s strong position in capturing market interest.
What Drives Lululemon’s Success
Survey participants highlighted several attributes where Lululemon excels.
- Versatility: Lululemon’s reputation for creating clothing ideal for an active lifestyle remains a key strength, appealing to consumers seeking multi-functional apparel.
- Premium Quality: The brand’s association with durable, high-performance materials continues to resonate with buyers prioritizing longevity and comfort.
- Innovation: Respondents view Lululemon as a leader in incorporating modern, performance-focused designs that adapt to evolving consumer needs.
The survey also pointed to areas where competitors perform well. Alo for Men, for instance, ranked highest on the perception of being “for people like me,” a critical factor in driving consumer preference.
Expanding Interest in Men’s Performance Wear
The survey reveals an expanding interest in men’s performance wear across the board, with category penetration growing by 5% year-over-year.
While Lululemon leads in awareness and consideration gains, competitors like Vuori and Alo for Men are carving out niches with targeted messaging and offerings. Vuori, for example, saw a slight increase in awareness among men aged 34 to 65, rising from 14% to 17%. In contrast, traditional players such as Bonobos and Faherty are struggling to maintain their foothold, with both brands experiencing declines in awareness and consideration.
As awareness and consideration continue to grow, Lululemon is well-poised to further expand its influence in the men’s performance wear market. However, competitors like Alo are quickly gaining market share, signaling the Vancouver-based brand’s need to continue to drive consumer engagement and high-quality apparel.