Lululemon has been an incredibly successful company, being the top brand of active wear for years. However, it recently came under attack when founder Chip Wilson commented that Lululemon yoga pants aren’t meant for everybody, implying that women needed a certain figure to wear their clothes. While it was Chip Wilson who stated this opinion, it became associated with Lululemon’s brand rather than him as a person. It put into question Lululemon’s morals as a company. The health-oriented brand became one that put women’s bodies at fault as the answer to their quality issue. People began to think the business was discriminating against women who were larger or required plus sized apparel. The integrity of Lululemon was put at stake; similar to the way Abercrombie and Fitch’s was earlier this year, as explained by Erica who wrote Pretty and Plus Sized. It’s hard for a company to rebound from a sore topic like body image, which many people feel strongly about. The brand that previously had a good reputation for its quality and service was quickly hurt by one man’s actions. Lululemon will have to advertise their ethics as an open and friendly corporation to earn back customers that were lost in this controversy.
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http://business.financialpost.com/2013/12/10/lululemon-athletica-chip-wilson-controversy/
I think that Chip Wilson’s morals should be the ones being questioned in this circumstance. Lululemon is known for being health-oriented, as you mentioned, and does carry sizes for various sizes of women. This being said, as Chip Wilson is the founder of the company, it is bound to have a negative affect on Lululemon’s image.
As you mentioned, Lululemon will have to advertise their ethics in order to reinstate trust in their clients, but could it be too late?
I don’t believe it is. Lululemon is such a big brand name that it is only a matter of time before people forget about Chip Wilson. I think the quality of their products will be enough to earn their customers back.