Lululemon brand strategy and sizing overview

Lululemon utilizes a unique sizing system that often deviates from standard retail measurements. While a size Small typically corresponds to a US size 4 or 6, the brand emphasizes specific body measurements—including bust, waist, and hips—to ensure proper fit across its various product lines.

The company's name was also a strategic choice by founder Chip Wilson. The name was designed to sound distinctly North American to appeal to specific demographics. Wilson reportedly chose a name that would be difficult for Japanese speakers to pronounce, using the letter 'L' to create a sense of Western exoticism and authenticity in Asian markets.