Premium activewear brand Lululemon Athletica (NASDAQ: LULU) has changed the way people view and wear gym clothing, contributing to the rise and normalization of athleisure. It's done that through a powerful combination of quality, patented fabrics, seasonless designs, premium pricing, and devotion to a sense of community and brand-building, all underpinned by its innovation culture.

Its most recent product launch is an under-the-radar collection that could completely change its underlying business. Yet, as much of a shift as it is, management hasn't made much noise about it. Let's see what Lululemon is doing and why investors should sit up and take notice.

Since Lululemon makes activewear, you might be surprised to see woolly sweaters and casual slacks on its women's product list. This move into clothes outside of activewear is an obvious pivot from its core selection of yoga pants and cropped tops, and most of these products are under a category called "Fall Clothes."

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Source Fool.com