As highlighted through the articles cited below, lululemon’s recent ‘missteps’ are being reflected by the costumer reactions to recent lululemon products as well as the company’s stocks and shares. Chip Wilson, one of lululemon’s co-founders, addressed the issues associated with the recent lululemon pants by saying that ‘some women’s bodies just don’t actually work for the pants ‘.
Over the years, lululemon has very successfully marketed its products by sympathizing with those who may not practice the healthy lifestyle but aspire to. As a result, women around the globe believe that Chips Wilson comments have defied the company’s manifesto.
Former lululemon employees have come out and said that discouraging plus size costumer’s has actually been part of the brand’s strategy. The short-term effects on the yoga-apparel company are already being reflected by a four percent fall in shares. The Long term effect could be more severe because the plus size market generates about $19.4 billion in women clothing sales alone, which is about 18% of women sales. Loosing this market will lead to a significant drop in sales and ruin its hard-earned company image.
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