I’m a devoted Lululemon fanatic, however after reading Michelle’s post about their downsizing strategy, I’m admittedly disappointed. I agree with Michelle that this can be perceived positively as encouraging a healthy lifestyle, however I believe it does more damage both to their brand and to spreading the message of health. I am a passionate advocate of self-love, and in our perfection driven world, its something that is increasingly rare. The media already puts immense pressure on people to look “perfect”; getting that pressure from retailers is absurd. Not only is it demoralizing to be discriminating on consumers based on physicality, but it’s actually been shown to discourage health in the long run. Lululemon is also implicitly stating that size is an accurate depiction of health. This perspective neglects the holistic nature of health, and fails to recognize that everyone’s representation of physical health can look different. This business decision restricts the customer segment, unnecessarily discriminates against consumers, and discourages health for the most part. I believe a more effective way for Lululemon to encourage health would be to provide their products to those needing plus sizes. Having their workout clothes and being part of Lululemon’s community may incentivize those who are overweight to get active and start investing in their health.