Lululemon is also making a conscious shift to grow beyond its core consumers and resonate more with its growing men’s community, international markets, and younger Gen Z target audiences.
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Award-winning Libyan-American journalist Noor Tagouri has championed the voices and stories of underrepresented communities through her investigative documentary work for years. It was precisely the lack of such stories that compelled Tagouri to fill the void. Growing up, she didn t see a diverse group of women on screen telling stories that represented the multicultural world we will in. Not at first, anyway. I never saw myself women wearing the hijab represented on television, says Tagouri, 27. Then I saw people like Lisa Lang, Oprah, Soledad O Brien, Christiane Amanpour, who I could relate to simply because they felt like they came from a similar background as me. They had dark hair like I had dark hair. They talked about things that I could care about and I can relate to, like the first-gen experience.