Lululemon’s new CEO inherits a mess that looks like the one she left at Nike

Lululemon named former Nike executive Heidi O'Neill as its new CEO in April, amid struggles with declining sales, particularly in leggings, and sales in China falling for the second quarter in a row. In the five months since her appointment, the company's situation has worsened, with a 12% drop in North American comparable sales and another reduction in its full-year outlook.

O'Neill, who previously led Nike's consumer, product, and brand division, acknowledged the need to return to Lululemon's core strengths, which include innovative, technical activewear that sets it apart from competitors. However, she faces multiple challenges, including a sharp drop in leggings sales and a weakening position in the athleisure market.

Analysts have criticized Lululemon for expanding into non-core categories, diluting its brand equity and falling behind competitors like Alo and Vuori. O'Neill will need to streamline the company's product assortment, focus on its best-selling items, and emphasize innovation in fabrics, fits, and performance features to reestablish Lululemon's core identity and drive future growth.