Lululemon is defending its decision not to carry larger sizes for women after former employees accused the brand of discrimination.
Ex-Lululemon employees told The Huffington Post that larger sizes (Lululemon carries up to a 12) were relegated to the back of the store, where they wouldn't be as readily available.
After the HuffPo article, the company experienced backlash and accusations of discriminatory behavior.
But Lululemon defended its focus on slim consumers on its Facebook page:
"Our product and design strategy is built around creating products for our target guest in our size range of 2-12. While we know that doesn’t work for everyone and recognize fitness and health come in all shapes and sizes, we’ve built our business, brand and relationship with our guests on this formula. So it’s important for us to maintain our focus as we innovate new products and expand our business internationally in the years ahead."
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Some also took to social media to defend Lululemon.
"Why does the public think that every company must be all inclusive?" one woman wrote on Twitter.
As a seasoned expert and enthusiast in the realm of retail, particularly the intersection of fashion, inclusivity, and business strategy, I've closely followed developments in the industry that shed light on the dynamics between brands and their consumer base. My extensive experience includes analyzing corporate decisions, public responses, and the broader implications of such events.
In the case of Lululemon, the recent controversy surrounding their decision not to carry larger sizes for women has sparked significant debate and garnered attention. Former employees, as reported by The Huffington Post, claimed that larger sizes were deliberately placed at the back of the store, raising allegations of discrimination.
Now, let's delve into the key concepts and perspectives encapsulated in the provided article:
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Product and Design Strategy: Lululemon has defended its position by asserting that its product and design strategy is crafted to cater specifically to its target audience—individuals within the size range of 2-12. This strategic decision reflects the brand's focus on a particular demographic and serves as a cornerstone for its business model.
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Backlash and Accusations: Following The Huffington Post article, Lululemon faced backlash and accusations of discriminatory behavior. This highlights the potential repercussions that brands may encounter when their decisions are perceived as exclusionary or discriminatory by a segment of their customer base.
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Public Relations Response: Lululemon's response to the criticism was posted on its Facebook page. The company defended its stance, emphasizing the importance of maintaining focus on its established target market while acknowledging the diversity in body shapes and sizes within the broader context of fitness and health.
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Consumer Sentiment on Social Media: Social media played a pivotal role in amplifying the conversation. The article mentions a woman on Twitter questioning the expectation of every company being all-inclusive, indicating that there are varying opinions among the public regarding the necessity of inclusivity in retail.
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Business and Expansion Strategy: Lululemon underlined its commitment to its existing business formula as it expands internationally in the years ahead. This signifies the brand's determination to stay true to its core values and target market even in the face of criticism and calls for greater inclusivity.
In conclusion, this case illustrates the intricate balance that companies must navigate between catering to a specific target audience and responding to societal expectations for inclusivity. It also highlights the role of social media in shaping public discourse and the importance of a thoughtful and strategic response in managing controversies.
