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

Lululemon is cutting back on sales. Peter Dazeley/Getty Images 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 during the company's Q4 earnings call o...