Skip to main content
BoF Logo

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.

Lululemon's Lack of Patents Makes It Vulnerable to Amazon Attack

According to a new report, the yogawear maker lacks the intellectual property needed to mount a defence against the e-commerce giant, who began using a top Lululemon supplier for its private-label athletic wear line.
Lululemon campaign | Source: Lululemon
By
  • Bloomberg

NEW YORK, United States — Lululemon Athletica Inc. has a patent problem.

The yogawear maker lacks the intellectual property needed to mount a defence against Amazon.com Inc. encroaching on its market, according to Canaccord Genuity analyst Camilo Lyon.

That's of particular concern since Amazon began using a top Lululemon supplier, Eclat Textile Co., to make a new line of private-label athletic wear. The Taiwanese vendor helped Lululemon develop its signature Luon fabric, as well as newer materials, Lyon said. Though Lululemon holds dozens of patents, they're mostly focused on design aspects — rather than making fabrics.

“Sharing manufacturers is not ideal, particularly with no patent protection,” he said in a report on Monday.

ADVERTISEMENT

Amazon has already pushed into other fashion categories with its private-label brands, and now it’s making a foray into sportswear — a move reported by Bloomberg News last week. That’s raised concern that Lululemon will see its market share and profit margins get squeezed by the e-commerce behemoth.

Shares of Lululemon fell almost 4 percent in the two days after the news was reported on Friday.

Lyon recommends selling Lululemon shares, which he expects to drop to $43. They closed on Tuesday at $58.93.

“We believe Amazon will use its ever-potent price weapon to create awareness for its emerging athletic brand, as it is wont to do when entering a new category,” Lyon said. “Assuming comparable quality of product and attractive pricing, we believe Lululemon’s fashion-driven customer is likely to be the first to explore a lower-cost alternative from Amazon.”

By Lindsey Rupp: editors: Nick Turner and Lisa Wolfson.

© 2024 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from News & Analysis
Fashion News, Analysis and Business Intelligence from the leading digital authority on the global fashion industry.
view more

Subscribe to the BoF Daily Digest

The essential daily round-up of fashion news, analysis, and breaking news alerts.

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON
The Business of Beauty Global Awards - Deadline 30 April 2024
© 2024 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions, Privacy Policy, Cookie Policy and Accessibility Statement.
The Business of Beauty Global Awards - Deadline 30 April 2024