7IM's Ben Kumar reveals why diversification never goes out of style

It's not often that you see asset allocation strategies and leggings mentioned in the same update. In this final overview of 7IM Ben Kumar, Ben reflects on what we can all learn from the different approaches of retailers M&S and Lululemon.

What is the most visible legacy of Covid in everyday life?

The strange mask still worn on public transport? A faded sign explaining, in great detail, how to wash your hands? A Perspex screen somewhere it really doesn't need to be?

I think it's something else. Office mode. In fact, in the UK, men's suits have been removed from the inflation basket. 2022* – if no one buys them, they are not representative!

Loaded question: Imagine I gave you a perfect prediction of this trend toward casual and away from formal in 2022. Armed with this information, if you were to buy the shares of athleisure super-brand Lululemon or Marks & Spencer stuffy, who would you have supported?

Prepare to be as shocked as someone seeing the price of a pair of high-end designer leggings for the first time.

Over the past two years, Lululemon shares have generally trended sideways, while M&S's share price has trended downward.double.

The problem is that even if you know exactly what the world will look like, that doesn't always translate into how stock prices move.

There are many specific reasons why Lululemon has struggled: there's not a lot of money you can spend on sweatpants, clothes don't wear out as quickly at home, others brands have emerged to capture a share of the market.

But the more interesting case is why M&S has thrived. As a company, it's doing something that we think investors can learn from. It is diversifying.

From food to clothing, household items and even finance. So while their formal wear struggled, the rest of the business soldiered on, giving the fashion industry time to adapt, ditch formal wear, and evolve.

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