The founder of Lululemon, Chip Wilson, recently got into some hot water in regards to comments he made about how his company’s pants don’t work well for larger woman. Since then, there has been an online petition signed by almost 4,00o women demanding that Wilson apologizes and for Lululemon to start manufacturing bigger pants. I find this whole situation quite funny. My apologies if I’m being a bit insincere, but it’s hard for me to appreciate the seriousness of this issue.
I think it’s rather understandable for Lululemon to not make pants for overweight women. One of Lululemon’s strongest assets is their brand image, and part of that brand image are the people who wear the Lululemon logo every day on the street. Lululemon wants its brand to be associated with thin and fit bodies, not jiggly bellies and thighs. So they don’t want to give the opportunity for overweight women to market their brand, because that’s not how Lululemon wants itself to be seen in the consumers mind.
It may appear like a low blow from Lululemon’s part to not offer larger clothes considering the fact that it heavily promotes itself as a health and wellness company. It may also may not make sense from a business perspective. However, Lululemon is a very successful company, and its hard to argue that its methods aren’t strategically valid, even if they’re not politically correct.







