Jefferies says data shows Lululemon’s brand strength waning and competition rising which should slow growth and pressure margins and earnings. The analysts say in a research note that the company is facing some of the issues that caused the downfall of Under Armour. They believe Lululemon is losing incremental share to Alo Yoga and Vuori, that fashion in bottoms is shifting to wide-leg and that the entrance into the Mirror business and footwear sector were mistakes. The result, according to the analysts, is that Lululemon’s total sales growth average, which was greater than 30% over the last 12 quarters, is now about 10%. Jefferies, with an underperform rating on the stock, lowers the price target to $240 from $300. Shares are down 2.5% to $364.82.

A slowdown in the North American sportswear market shows Lululemon Athletica’s stock is overvalued, Jefferies analyst Randal Konik says in a research note. The maker of workout gear’s core consumer faces incremental pressures, and while its market share expansion in China is encouraging, the highly competitive nature of that market could make it more difficult to drive higher market share across the region. That would likely make investors be incrementally more focused on slower growth in the U.S. rather than healthy international results, Konik says. “We believe sales growth rates and store productivity are at peak levels, suggesting financial results could be more volatile from here.” Jefferies sees Lululemon’s top-line trends healthy, but expects a deceleration in the 2H of 2025. Shares fall 2.5% to $364.82.