A history of Lululemon’s public scandals and gaffes

Lululemon, a popular athletic clothing brand, has faced criticism due to derogatory statements made by its founder and former CEO, Chip Wilson, regarding the company’s diversity and inclusivity initiatives.

During an interview with Forbes, the 68-year-old ex-CEO argued that expanding the availability of Lululemon products would negatively impact the brand. He expressed, “They are striving to emulate the Gap, catering to everyone.”

According to him, a brand is not meant to appeal to everyone. It is important to be explicit about the customers you do not want to attract.

The company and its founder have faced criticism in the past for making offensive comments towards Asians, women, and individuals who are overweight. Lululemon has also faced backlash for their superficial attempts at activism and tokenistic advertising.

In 2005, prior to his departure from the company, Wilson stated that he deliberately chose a brand name with three L’s because it is not a sound found in Japanese phonetics. He shared with Canada’s National Post Business Magazine, “It’s amusing to see them attempt to pronounce it.”

In 2013, Wilson was removed from his position as CEO due to backlash caused by comments he made during an interview with Bloomberg Television’s Street Smart. In response to criticism about the company’s leggings being of low quality and see-through, Wilson stated that they were not suitable for some women, specifically those with curvier bodies. He attributed the sheerness of the leggings to the rubbing of thighs and pressure on them.

A retail store in Maryland owned by the company publicly displayed a message questioning the former CEO’s words in a creative window display. The message mentioned “Love” and referenced items such as chai, apple pies, and suggestive actions. The company promptly removed the display and their Twitter account, now known as X, released an apology to distance themselves from the CEO’s comments.

In December of that year, the CEO of the company resigned and two years later, he resigned from the company’s board. The Canadian company has since made efforts to change its image as a brand only for wealthy, white women by implementing a diversity and inclusion initiative and inclusive marketing strategies.

In September 2020, the company received criticism for advertising a Zoom workshop on “decolonising gender” taught by Rebby Kern, a brand representative. The workshop was advertised as a chance to challenge capitalism and educate participants on how gender norms have been shaped by different cultures and how colonialism has suppressed these histories in favor of consumerism.

Some individuals criticized the irony of a billion-dollar company promoting anti-capitalist ideals while also profiting from capitalism. A user on X, formerly known as Twitter, named Kevin Duffey expressed this sentiment by stating, “Lululemon hosting a workshop to resist capitalism while selling us $180 yoga pants is a perfect example of 2020.” Another user, Mattea Merta, questioned the company’s motives, asking why they are promoting an anti-capitalist Marxist workshop when their entire existence is based on capitalism.

In November of 2020, the organization established a fresh division called Inclusion, Diversity, Equity, and Action, or IDEA, with the goal of enhancing staff diversity and spearheading DEI education, growth, and discussion. Numerous employees, however, disclosed to Business of Fashion that this action was merely for show and did not align with the company’s actual values. They also stated that the new department had not implemented tangible and significant changes within the company as promised.

Workers stated that the company frequently favored promoting less qualified white employees over Black employees. They disclosed that the formation of IDEA was primarily for the purpose of preserving the company’s image, rather than prioritizing the well-being of employees and customers.

Source: independent.co.uk