The athleisure retailer pulled yet another line of leggings after complaints that they were too sheer.

Lululemon athletica’s CEO Calvin McDonald will relinquish his role on January 31, 2026 to an as-yet-unnamed successor. Whoever that person is will face the task of restoring the brand’s authority in a category it once dominated—particularly in North America, where sales have been stagnant or negative for seven straight quarters. Whoever takes the helm at lululemon should look to refocus the brand on its athleisure roots. The company needs to make sure that its core product lines are resonating with consumers before devoting significant resources into other categories like footwear, where it faces a tougher path to building credibility amid entrenched competition.

Athleisure brands lululemon athletica and Vuori are expanding their presence overseas as the US market cools. With the US market looking increasingly uncertain, it’s no surprise that brands like lululemon and Vuori are looking to international markets to shift growth into a new gear. This trend will likely pick up among apparel brands this year, as they look for ways to mitigate the impact of tariffs and reduce their reliance on US shoppers.

The news: Skims, the shapewear brand founded by Kim Kardashian, is on an expansion tear as it nears $1 billion in annual sales, per Business of Fashion. The company plans to open 16 stores in the US this year, bringing its total domestic footprint to 22. Over the next nine months, Skims expects to establish itself in seven new markets—including stores in Mexico, London, and Dubai. Our take: While stores are hugely important to Skims’ growth, the company has several advantages over the rest of the D2C field. Unlike most other D2C companies, Skims doesn’t need to rely on its stores as billboards given its high-profile founder, who is also a fixture of its ad campaigns. Its partnership with Nike will give it access to an even larger audience and smooth its entry into the athleisure category—assuming production delays don’t get in the way. The launch will also considerably increase Skims’ retail presence without needing to invest in premium real estate.

The news: Lululemon beat earnings expectations and met revenue forecasts in Q1, but softening demand in its core Americas market cast a shadow over the results. Our take: Even premium brands aren’t immune to macro pressures. As consumers grow increasingly cost-conscious, discretionary purchases—especially those with big price tags—are easy for consumers to postpone. Lululemon’s challenge now is not just product innovation, but convincing shoppers its value proposition is worth the premium.

Nordstrom, Kohl’s look to brand partnerships to boost sales: While Nordstrom turns to buzzy companies like Savage X Fenty to attract younger shoppers, Kohl’s takes a kitchen-sink approach.

Self-reported spending is down 6% among US teens (which includes Gen Alpha and Gen Z consumers), but they are still shelling out on beauty, according to Piper Sandler’s latest Taking Stock with Teens survey.

Nike is once again selling wholesale to DSW and Macy’s: Renewing those relationships will help it reach the sizable segment of consumers who aren’t willing to seek out its products.

Lululemon’s sales grew 24% in Q1 as demand for premium athleisure stays strong: That same dynamic helped brands like On Running, Hoka, and Vuori record significant growth.

Athletic apparel seller Vuori is dipping its toes in a new advertising realm with its first-ever TV commercials—an opportunity to spotlight its high-in-demand product category, as many consumers are gravitating toward activewear amid the pandemic.

Social media advertising will remain vulnerable in Q2 and possibly longer. CPMs will stay low, spending cuts will persist, and ad creative will be tricky to get right.

Joe Kudla, founder of Vuori, speaks with eMarketer vice president of business development Marissa Coslov about the fashion and leisure brand’s response to the coronavirus pandemic, including how it's redeploying its workforce to avoid layoffs and connecting with consumers. Made possible by Salesforce.

Over the past few weeks, retailers have closed their stores indefinitely as the coronavirus continues to spread in the US. Many brands, like athletic apparel seller Vuori, have shifted their focus to ecommerce and social media channels to stay connected to customers. We recently spoke with Vuori's founder, Joe Kudla, about his company's direct-to-consumer (D2C) beginnings, as well as its ongoing efforts during the pandemic.