Topic

Brand extension

A consumer brand adding formats or product lines beyond the one that built its following, and the dilution risk that comes with widening the offer.

Current clusters

invest1 publisher

Lululemon's highest-margin product fell 20% in the quarter before O'Neill took over

Leggings are about a third of Lululemon's $11 billion in revenue and its best margin, so a 20% quarterly drop accounts for more than half of the 12% North American comparable-sales decline Heidi O'Neill inherited on Tuesday.

Publishers:fortune.com

Reality

Evidence62
Adoption55
Hype gap+15
Incentives62
Confidence55

leadership1 publisher

Solidcore expands beyond the reformer with its first new class in nearly 13 years

The chain will debut Ascend, a heated floor-based strength class, at its coming Manhattan West studio this winter, and its chief executive says he has made peace with losing some Pilates purists along the way.

Publishers:businessinsider.com

Reality

Evidence45
Adoption14
Hype gap+32
Incentives70
Confidence42