Small sizes in marketing
Many big named companies are failing sizing tests in recent news. Gap, Old Navy, Zara and especially Lululemon have all been criticized for only having clothes that fit a specific type of woman, and specific builds of women. Michelle states this is sending the customer a wrong message, and that maybe the customer has no interest in losing weight and is happy with the way they look now.
I disagree with her statement. I believe these companies are trying to target a specific market and it would be a lot more costly for the companies to try to incorporate all sizes into their store. Lululemon specifically, is trying to target a health conscious market. The majority of these people are smaller sizes and therefore Lululemon produces clothes tapered to their build.
Also, people of a different stature, the people who are less health conscious, may not be as comfortable with wearing the clothes that Lululemon manufactures. It would make sense that people who aren’t as in shape and may not be comfortable wearing tight fitting and form fitting clothing would not purchase this product nearly as often.
Therefore, Lululemon may be trying to promote a healthier lifestyle but I think they are more just trying to target a market that they believe will be comfortable in buying their form fitting product and realized it wouldn’t be profitable to extend their product out of that market.