http://www.bnn.ca/News/2014/10/24/Lulu-Lama-Partnership-between-yoga-wear-maker-Dalai-Lama-sparks-outcry.aspx
Lululemon’s questioning marketing tactics are once again put under the spotlight as it partners with the Dalai Lama Center for Peace & Education in its research in connections between the body and the mind. Many consumers have used blogs and other social media platforms to express their disagreement with the partnership, as Lululemon’s pricey apparels starkly contrast with the Dalai Lama’s modest lifestyle and his support for the poor.
The luxury retailer has experienced many marketing crises in the past, such as asserting that some women have body sizes inappropriate for the company’s styles in response to complaints that yoga pants were see through. In my perspective, Lululemon is attempting to rebuild their image through working with an influential political figure associated with “empowering healthy communities through mindfulness”. However, I believe that the goal of this strategy is too closely linked with merchandising than with pursuing the shared mission of the corporation. Such a marketing tactic is ineffective as it is difficult for consumers to see the relationship between expensive yoga wear and the Dalai Lama’s fight against poverty.
In reaction to the outcry provoked by Lululemon’s new partnership, the company should focus on doing market research to pinpoint what motivates customers to buy Lululemon apparel. Lululemon should then put into perspective whether the results of the research align with the values advocated by the Dalai Lama. When these connections are made, Lululemon can express a stronger message to its customers, and gain better insight in creating alliances in the future.