THE BIG SQUEEZE
“Abercrombie is that brand you
love to hate,” said Dorothy Crenshaw, CEO and creative director
of public relations firm Crenshaw
Communications, who noted
that Lululemon comes across as
a brand that benefits from the
cheerful, inclusive nature of yoga
culture. “I guess I hold [Lululemon] to a different standard.”
Margaret Bogenrief, co-founder
and partner at ACM Partners, a
boutique financial advisory firm,
said consumers shouldn’t be
shouting at retailers like Lululemon and Abercrombie. They’re
very particular brands that appeal
to a distinct customer base that
has been carved out over time, she
said. Angry customers would be
better served by targeting massmarket retailers like Target and
Old Navy to change the plus-size
shopping world, she added.
Retailers like Lululemon and
Abercrombie shouldn’t sell
plus-size clothing because it
would be bad for business, since
the larger sizes doesn’t mesh
appropriately with their brands,
according to Bogenrief.
“They hate unhealthy living,
and for better or worse, plus-size
people aren’t included in that,”
she said, referring to the com-
HUFFINGTON
08.18.13
pany’s culture. “Lululemon is
very image conscious. That’s why
women are shelling out $100 for
a pair of pants they could get at
Target for $20.”
Bogenrief went on to say that
executives are simply doing what
they think is best for Lululemon’s
bottom line and the retailer is not
alienating its own customers —
just people who wouldn’t shop
there anyway. Still, she admitted
that Lululemon’s decision to stay
away from plus sizes is “wrapped
in an ugly package,” and the company could improve outreach to
women who feel left out.
“There’s a difference between
unfortunate, cruel behavior and
attitudes, and what makes sense
for business,” Bogenrief said.
“Traditionally, retailers are generally operating in their
best interest.”
Kim Bhasin is a senior retail reporter
for The Huffington Post.
HuffPost
Live’s
Nancy Redd
discusses
Lululemon’s
business
strategy on
air. Tap here
to watch the
full segment.