Premiumization

“The pace of premiumization has slowed,” he said.

The demise of the de minimis threshold—a regulatory lifeline for global retailers—has quietly reshaped the cost structures of premium brands like Lululemon […] The death of de minimis is more than a regulatory footnote—it is a harbinger of a new era for premium retail. For Lululemon, the challenge is to navigate this landscape without sacrificing the brand equity that has fueled its rise. Yet, as tariffs and supply chain costs persist, the line between premiumization and price sensitivity grows thinner.