Get ready for fewer sales: Lululemon has a new 'obsession' with full price and minimal discounting

Lululemon is cutting back on sales.

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• Lululemon announced plans to boost full-price sales by reducing markdowns.
• The move is one step in the brand's plan to return to its premium positioning.
• It reported a 5% revenue increase year-over-year to $11.1 billion in fiscal 2025.

Lululemon is looking forward to the changes it plans to make in 2026 — customers, maybe not so much.

Full-price and marked down items were the hottest topic...