I don’t get too excited about quarterly earnings.

But, I have spent a lot of money at $LULU in the few months and today $LULU reports earnings after the bell.

The numbers will be silly good. They are absolutely crushing it.

That does not mean the stock will rise because everyone knows $LULU is crushing it. The short sellers know it, but they cannot help themselves because they love shorting high P/E, retail, and fashion stocks. They think stocks like $LULU are fads. They are definitely not customers.

Fashology, like the internet, is NOT a fad.

The Wall Street Journal is finally reporting on what I have been blabbering about for a few years…’Men Ditch Suits and Retailers Struggle To React‘.

My nephew Eli has been wearing $LULU ABC pants and their casual dress shirts, sweatshirts and golf shirts to work for over a year.

I continue to wear more and more $LULU. For me it is acceptable to wear the clothes to meetings. For travel $LULU is the most functional to wear and pack. I can cold wash the clothes and hang them in a hotel room to be worn the next day. I pack less, I pack lighter and traveling is just easier.

I wear $LULU to run, do yoga, and golf. They experimented with APL selling shoes in the store, but have just ended the partnership. It just proves how strong Nike is (long) and how badly UnderArmor must be doing trying to take Nike on in shoes. I am testing some new Nike ‘yoga’ clothing and it does not hold a candle to $LULU quality.

I saw the first two $LULU stores being built in Amsterdam a few weeks ago and I have no doubt the stores will be a hit. Asia will eventually be a massive market too.

Their emails and e-commerce are getting better by the week.

I keep hoping the stock gets crushed because I only own a few shares at the moment and it is one of my 8 to 80 stocks. I have a feeling that the stock will not oblige.