If you’re still recovering from your last pricey Lululemon haul, brace yourself, your next one could be even worse as the brand has just confirmed it’s deploying price hikes on select items, and fans are not having it.
The bombshell came straight from CEO Calvin McDonald during the company’s recent earnings call. Lululemon’s reasoning? Tariffs, inflation, and lower store traffic in North America. “We’re experiencing economic uncertainty, lower consumer confidence, and changes in discretionary spending,” McDonald said, adding that Lululemon’s brick-and-mortar traffic was down, even though overall sales still inched upward.
Chief Financial Officer Meghan Frank followed it up by confirming the sting: “We are planning to take strategic price increases… They’ll be modest but will hit shoppers over the next few weeks.”
Translation? That Align legging you love? It might soon cost more than a decent dinner out.
Naturally, the internet exploded. “Lululemon prices are already insane,” one shopper ranted on X. “Using tariffs as an excuse isn’t a smart move.” Another posted a screenshot of a $188 price tag with the caption: “Had me GAGGED, put that s*** back immediately.”
The kicker? Many longtime fans are walking away. “Our family was a big Lulu fan… not so much anymore,” one user wrote, noting the brand’s recent stock dip and quality complaints.
And that’s where the dupe army comes in.
With prices rising, budget-savvy shoppers are jumping ship to brands like Amazon’s Sunzel and even Costco. One fan gushed about the Sunzel Align-style leggings: “So soft, great fit, not sheer, and under $30!” Others said they’re even better than Victoria’s Secret leggings.
There’s also buzz around Costco’s $20 Align dupe, which is flying off shelves. The fit may not be exactly the same, but at a third of the price, who’s complaining?
The shift signals a bigger retail trend. With cost of living still pinching wallets and tariffs adding new pressure, even premium brands like Lululemon are feeling the heat. But raising prices? It might be a gamble that pushes loyal customers to finally look elsewhere, and never come back.
Lululemon says it’s not immune to economic pressures, but in a world full of solid dupes and TikTok review videos, brand loyalty has never been shakier.
Shoppers aren’t waiting around. They’re already filling carts with cheaper, comfy lookalikes, and skipping the sticker shock.
