Chang Lao's Blog

From Getty Images, pedestrian walks by San Francisco Lululemon store.

Lululemon, a Vancouver based yoga wear retailer, has decided on a partnership with his Holiness, Dalai Lama. The company plans to donate $750,000 over the course of three years to the Dalai Lama Center for Peace and Education. However this decision has created controversy as the Dalai Lama’s belief emphasize living simply while Lululemon sell $100 yoga pants.

Lululemon has suffered from many questionable marketing decisions over the past few years, and this will become another on that list. I believe that although they are attempting to create a sustainable business, they are using the corporate social responsibility rather creating corporate shared values.

The marketers of Lululemon, however, argue that this decision was made purely on the fact that the Dalai Lama’s values were in line with Lululemons and that they wanted to promote the fact. If this were true, then it is an unwise decision because it only saps away from profit and does not benefit the business in a sustainable and economical way.
On the other hand if this was a public relations decision then, according to the triple bottom line, this would only fulfill the social portion of the three factor diagram. The partnership does not benefit the environment or help Lululemon’s economic development.

Rationally speaking, I believe that, although Lululemon promotes the same belief, they are still a corporation. No corporation should be associated with the Dalai Lama, therefore this is a poor decision on their half and should be reflected upon to improve future marketing strategies.