Shunning Plus-Size Shoppers is Key to lululemon's Strategy, Insiders Say

Back when she still worked at a lululemon store in downtown Philadelphia, Elizabeth Licorish was struck by the contrasting ways the company showcased different sizes of its wildly popular yoga pants. Most of the merchandise was presented out on the floor, hung on the walls, or folded neatly in cabinets for all the world to see. But the largest sizes — the 10s and the 12s — were relegated to a separate area at the back of the store, left clumped and unfolded under a table.