Creating shared value means creating value for the business while simultaneously improving the community. Lululemon has always presented itself as am advocate of shared value, emphasizing good health and an active lifestyle. However, recently I’ve been having doubts about what Lululemon’s, specifically Chip Wilson’s, priorities really are.
After coming under fire about their yoga pants being too sheer, Wilson responded by blaming the bodies of the women wearing them. Lululemon has also been accused of not having any of their larger sizes on display, forcing larger customers to rummage through the back stock to find what they want. It seems to me like Lululemon is confused between appearing active and having the shared value of building an active community. Chip Wilson has a lot of backtracking to do if Lululemon wants to retain its healthy image. I also can’t help but question their claim to sustainability after witnessing the multi-year construction of his 37 million dollar mansion. The section of their site called “our footprint” feels more ironic than anything knowing that Wilson has the most expensive house in Vancouver.
Sources:
http://www.huffingtonpost.ca/2013/11/06/lululemon-chip-wilson-womens-bodies_n_4228113.html