Lululemon’s design strategy revolves around serving products for guests that size in between 2 and 12. Obviously, this doesn’t suit everyone. The retailer, famous for its $98 yoga pants, admitted that plus-size consumer is not one of their targets at the moment. Lululemon is conscious that the size range will limit their type of customers.
Facebook commenters accused Lululemon of shunning plus-size and discriminating against plus-size consumers. It should be considered that in order to become a more profitable company, Lululemon has to start focusing on producing plus-sizes. Many people start to exercise when they age and start gaining weight as their metabolism change. The retailer’s main products are for yoga, and many women as they age, fight stress and chronic conditions by doing yoga. Not only people start gaining weight but also heart diseases and blood pressure tend to become worse. Lululemon can be a victim of unsuitable reputation that might, in a future, even if they start offering plus sizes, not get profit from a certain target segment because of the customers’ view of the retailer as a discriminatory company.
http://www.huffingtonpost.com/2013/08/02/lululemon-plus-size-clothing_n_3696690.html