News

Lululemon eschews traditional holiday discounts and gets big reward

Lululemon didn’t mark down much during this past holiday sales season and the strategy paid off.

January 15, 2016

Who says consumers are always seeking a good sale or discount?

Not Lululemon that's for sure as the high-end clothing retailer enjoyed a robust holiday sales season without having to mark down much merchandise or dangle discounts in front of shoppers.

In fact, the retailer sold 90 percent of apparel at full price from Cyber Monday through Dec. 24.

A recent company release cites company leaders describing the past holiday sales season as a "very successful holiday season," due to well executed store strategy.

"We had a very successful holiday season driven by strong execution in stores and online during the key holiday weeks. Sales for the fourth quarter are exceeding expectations and gross margin rates and expenses remain in line with prior guidance. We are looking forward to 2016 and will enter the year with a very strong leadership team across the company that is relentlessly driving our strategic priorities and long term vision," CEO Laurent Potdevin said in a company announcement.