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He is looking to improve profit margins while beating back growing competition in a niche market where clothing trends may be turning against Lululemon. You can trade down just a very little bit and still get a really good product. The growth of athleisure — workout clothes worn on the street — expanded the market for companies such as Lululemon, Weishaar said.
Yoga pants belong to the activewear category. Yet, they are often worn for non-athletic events like school, casual work, and social events. This trend created yoga pants, leggings, and footwear that look athletic, but dressier. So how did gym clothes become an everyday style choice?