Lululemon is ramping up its men’s business by opening standalone men’s stores and devoting more room to menswear in existing stores.
But one thing could hinder its success: the company logo.
Men have complained that the curvy logo, which resembles the Greek letter Omega, is too feminine. Some believe it resembles a woman’s face and hair.
The logo is highly visible on the men’s clothing, just as it is on the women’s line.
Lululemon’s men’s “ABC” pants, for example, have a visible logo just behind the left knee.
Visible logos have gone out of style in recent years. As a prime example of this shift, Abercrombie & Fitch — which built its entire business on selling clothes emblazoned with the brand’s name — was forced to abandon its logo strategy last year as sales plunged.
Lululemon’s visible logos are more discreet than Abercrombie’s, and women don’t appear…
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