I just came across an article on twitter, shared by the awesome @bec2point0, about a retailer who is shunning plus size shoppers.
Read article here.
Are you KIDDING ME LULULEMON? Did anyone at all in your company go to business school? Seriously...where do I even start.
You are an athletic clothing company. Do you know who often works out and purchases athletic clothing? PLUS SIZE PEOPLE. And guess what? Our customer loyalty would probably be better than someone who is a size 2. Because GUESS WHAT!!!! We work out and lose weight! Gasp! Then we would trade in our size 12s for size 10s. Then our size 10s for size 8s. Then our size 8s for size 6s. And so on. Does that not sound like a good target market? IT DOES TO ME!
But instead...per this article...you choose to throw size 12s and 10s in a heap in the back of your store. That is just pathetic and sad. Do you have no pride? Are you sooo successful that you can ignore thousands upon thousands of possible customers even though you carry products to cater to them? Must. Be. Nice.
Yes, I understand that manufacturing plus size clothing could cost more due to more fabric and such. But I'm sure a size 2 uses less fabric than a size 8, but of course that's not an issue...is it? You state that creating plus size sizes would result in you charging more for the items...ok, and? What's your point? People who are plus size are used to this. It happens ALL the time. Old Navy is a prime example and I don't think they are losing customers over it. Yeah it sucks, but consumers are willing to pay a little extra money to get what they want (well this consumer anyway). I could understand not wanting to enter a new market that may not be successful...but research is confirming over and over again that there are billions of dollars in the plus size athletic wear market! So what is a reason to NOT enter it?! Oh yeah...Abercrombie reminded us of that reason not too long ago...idiots.
On a personal note, I have been working very hard to lose weight and become healthier over the past few years. I started as a size 24 and am currently at an 18. Do you understand what that means?! That means that in the past 2 years I have purchased many new pairs of yoga pants. Yup. In FACT I counted how many I owned a while back and I believe it was about 18. Yes, 18 pairs of yoga pants in various sizes. My point? One day...when I would be able to fit my amazingly beautiful plush ass into size 12 yoga pants...I wanted to purchase these $90 yoga pants from you, Lululemon. But now I suppose my mind has changed, and that sucks....FOR YOU! Because I have no control on my shopping habits and you just lost A LOT of money from me purchasing size 12s, 10s, 8s AND 6s from your store.
Sorry I'm not sorry.
P.S.- For an amazing pair of yoga pants...try Old Navy. A store that I will forever be loyal to for the sole fact that when I was at my largest size, they always had cute options for me. Now THAT'S how you create customer loyalty. Marketing 101...try enrolling into that Lululemon.