Lululemon founder Chip Wilson faced criticism for his comments about the brand’s Diversity, Equity, and Inclusion (DEI) policies, expressing concern that the use of “unhealthy” models contradicted the brand’s focus on health and fitness.
He also suggested that the brand’s success stemmed from not catering to everyone, but rather focusing on a specific demographic.
Marketing professor Joanna Schwartz highlighted the brand’s aspirational appeal and the recent efforts to promote racial and ethnic diversity, despite Wilson’s apparent opposition. (Trending: ‘American Idol’ Producer Sued For Sexual Assault)
“They’re trying to become like the Gap, everything to everybody. And I think the definition of a brand is that you’re not everything to everybody,” Wilson said.
“You’ve got to be clear that you don’t want certain customers coming in.”
“That has made Lululemon an aspirational brand that represents very high-quality, expensive goods that are rarely significantly discounted,” marketing professor Joanna Schwartz said of the company’s past exclusivity.
“It’s also a lifestyle brand that is really captured by some of the word representations they create around their brand ideas, focus on intentionality, oneness and yoga,” she added.
“He clearly sees Lululemon as a brand where a large percentage of the population isn’t welcome. In light of that kind of opposition, it’s really impressive that the brand has pushed against that to include a greater racial and ethnic diversity, and by addressing the brand’s formerly long-standing sizeism, which includes a focus almost exclusively on women’s sizes 00-10,” she said.
Wilson’s past controversial remarks, including comments about women’s body types, have previously led to his resignation from a leadership position in the company.
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