Lululemon's 'We Made Too Much' Remains a Key Success Driver

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  Published in Travel and Leisure on Wednesday, February 4th 2026 at 4:48 GMT by Travel + Leisure
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Lululemon's 'We Made Too Much' Continues to Thrive: February 2026 and the Future of Discount Athleisure

Lululemon Athletica Inc. continues to demonstrate a savvy approach to inventory management with its immensely popular 'We Made Too Much' (WMTM) section, a digital outlet consistently delivering discounted merchandise to eager customers. As of February 4th, 2026, the WMTM remains a cornerstone of the company's success, not only in clearing overstock but also in fostering customer loyalty and attracting a broader demographic. What began as a simple solution to managing surplus has evolved into a key strategic component of Lululemon's overall business model.

Originally launched to address seasonal excesses and products that didn't meet initial sales expectations, the WMTM section has become a destination for budget-conscious consumers and Lululemon enthusiasts alike. Unlike traditional end-of-season sales that often feel chaotic and widespread, WMTM operates with a sense of curated scarcity. New items are added frequently, creating a dynamic shopping experience that encourages repeat visits. This strategy cleverly taps into the 'fear of missing out' (FOMO) phenomenon, driving demand and minimizing the impact of deep discounting on the brand's premium image.

This month, standout finds include items like the Define Power High-Rise Full Tight, a perennial favorite celebrated for its versatility - seamlessly transitioning from high-intensity workouts to everyday casual wear. The enduring popularity of this tight speaks volumes about Lululemon's ability to create core products with broad appeal. Alongside the leggings, the Swiftly Tech Short Sleeve Shirt remains a staple for warmer weather activities, highlighting the brand's commitment to technical fabrics designed for performance. And, consistent with current fashion trends prioritizing functionality and minimalist aesthetics, the Everywhere Belt Bag continues to be a highly sought-after accessory, demonstrating Lululemon's knack for identifying and capitalizing on emerging styles.

However, the success of WMTM isn't merely about offering lower prices. It's about maintaining brand value while clearing inventory. Lululemon historically resisted aggressive discounting, fearing it would erode the perception of its premium positioning. WMTM cleverly circumvents this risk by framing discounts as a result of "making too much" - subtly shifting the narrative from a perceived flaw in the product to a responsible manufacturing practice. This messaging resonates with increasingly conscious consumers who appreciate transparency and sustainability (even if it's framed as inventory management!).

Looking ahead, industry analysts predict Lululemon will continue to refine its WMTM strategy. Several trends are likely to shape its evolution. Firstly, increased personalization. We are seeing hints of AI driven recommendations within the WMTM section, suggesting items based on a customer's purchase history and browsing behavior. This level of tailoring not only enhances the shopping experience but also increases the likelihood of impulse purchases. Secondly, expansion into new product categories. While apparel currently dominates WMTM, expect to see more accessories, footwear, and potentially even home fitness equipment offered at discounted rates.

Furthermore, the rise of resale platforms and the growing circular economy are forcing brands to reconsider their approach to excess inventory. Lululemon has already begun exploring partnerships with resale marketplaces, and integrating these initiatives with WMTM is a logical next step. This would allow customers to trade in used Lululemon products in exchange for store credit, further promoting sustainability and extending the lifecycle of its garments.

The 'We Made Too Much' section isn't just a clearance sale; it's a carefully orchestrated strategy that balances profitability, brand image, and customer engagement. As Lululemon continues to navigate the evolving landscape of athleisure, WMTM will undoubtedly remain a vital component of its ongoing success, adapting and innovating to meet the demands of a discerning consumer base.