“Chai” coffee and “Apple Pies” are both words associated with unhealthy food options, and when accompanied by Wilson's phrase “Rubbing blades,” larger women whose thighs can “rubbing” together are essentially negatively shamed for both their body type and food choice. This was a poor semiotic choice on the company's part, as Lululemon generally prefers to use positive and encouraging language to communicate messages about its brand. For example, on Lululemon's Facebook page, their mission states that their brand is "to create components for people to live long, healthy, fun lives." The semiotic approach taken in the storefront could have been significantly improved if the brand had used language that promoted positive body image, such as that on its Facebook, Twitter and Instagram pages, which addressed negative comments made by Wilson in more professional way and eye-catching way. Using a direct quote from the interview that was used to shame women who Wilson said "bodies just don't work for this [Lululemon yoga pants]," the store alienated a large portion of the female population and communicated the message that these women are not welcome in their stores. As found in Lululemon's audit report, one of the company's key weaknesses lies in the lack of communication between store-level staff and upper management. If there had been ongoing communication between these two audiences, such as emails or regular meetings, then public relations crises like this could have been