It looks like Lululemon has learned a lesson, and is working to develop merchandise to fit the fuller-figured population.
In its fourth-quarter earnings call, Lululemon CEO Laurent Potdevin reiterated that the retailer is a "growth company" and is "focusing on extending our brand operating model to all genders, categories and geographies to fully unlock the potential of strong and sustainable growth."
Potdevin specifically pointed to an evolution in the company's tank tops and a new pant assortment due out in the second and third quarters, respectively, as an example of these efforts.
When asked by Cowen & Co. analyst Oliver Chen for further details about the tank innovation, Tara Poseley, the company's chief product officer acknowledged, Lululemon has fallen short on offering products for women that want more support in their tops.
"You're going to see a better balance of support options in the tank, which has really been lacking, so we're adding four new styles with medium support, and then by Q3 we'll be adding a full-support tank," she said.