Lululemon's billionaire founder slams the company's diversity and inclusion efforts: ‘You've got to be clear that you don't want certain customers coming in'

He's completely correct. Brands live or die based on their identity, among other things of course.

Some brands market themselves as something-for-everyone; Walmart, Kia, Coca-Cola, etc. Others aim for exclusivity; Tesla, Omega, AussieBum, and yes, Lululemon.

Changing from one identity to another is frought with risk, especially for companies with a relatively large market share grown from that existing identity.