Chip Wilson Chips away Lululemon’s Brand Image
by Cindy Fu
Chip Wilson makes a comment that does damages to Lululemon’s brand image.
Lululemon founder, Chip Wilson has damaged its brand by a comment that sparked up anger. During a Bloomberg TV interview, he said, “They don’t work for certain, some women’s bodies.” This insulted many women and began an online debate, where some sided with Chip Wilson and others feeling insulted, decided to not shop there anymore.
We can take a look at how this all happened by imagining a fishbone diagram. What caused all of this? What were the effects? It began with a seemingly harmless question on Bloomberg TV when Trish Regan asks for the reason behind the piling of the yoga pants and the sheerness causing the pants to become see-through. Chip Wilson formulated an answer on the spot that went against its company’s value and culture. It went against all the inspiring quotes found on Lululemon’s eco-friendly bags. Most importantly, his answer did not support the core value of Lululemon. In the end this hurt his brand, and narrowed his customer segment.
This promted Lululemon to express a public apology that Justin Uyeno briefly touches upon. Chip Wilson is entitled to freedom of thought and speech, but he must take into account he represents the entire company. His public apology was arguably insincere, leaving Lululemon’s image tainted.
References:
“Cause and Effect Diagram | Fishbone Diagram (Kaoru Ishikawa).” Ishikawa’s Fishbone / Cause and Effect Diagram: Summary and Forum. N.p., n.d. Web. 18 Nov. 2013. <http://www.12manage.com/methods_ishikawa_cause_effect_diagram.html>.
Justin Uyeno’s Blog:
“Lululemon founder Chip Wilson’s yoga pant comments justified: CBCNews.ca readers – Your Community.” CBCnews. CBC/Radio Canada, n.d. Web. 18 Nov. 2013. <http://www.cbc.ca/newsblogs/yourcommunity/2013/11/lululemon-founder-chip-wilsons-yoga-pant-comments-justified-cbcnewsca-readers.html>.
“Lululemon founder Chip Wilson issues apology following thigh-rubbing pants comments.” CBSNews. CBS Interactive, 13 Nov. 2013. Web. 18 Nov. 2013. <http://www.cbsnews.com/8301-505263_162-57612083/lululemon-founder-chip-wilson-issues-apology-following-thigh-rubbing-pants-comments/>.