Staff Reports
Chip Wilson, the chairman and major stockholder of clothing brand Lululemon, has expressed his dissatisfaction with the company’s recent advertisements. In an interview with Forbes, Wilson criticized the models featured in the ads, calling them “unhealthy,” “sickly,” and “not inspirational.” He also voiced his disdain for Lululemon’s focus on diversity and inclusion, stating that the brand should not aim to cater to everyone like Gap does.
However, Wilson’s comments are unlikely to make any significant impact on Lululemon. According to David Swartz, an analyst at Morningstar who covers the company, the numbers speak for themselves, and Lululemon doesn’t need Wilson. The company representative also emphasized that Wilson does not speak for Lululemon and his views do not reflect the company’s beliefs.
10 trailblazing women. 6 days of running. World records on the line. Announcing FURTHER: a first-of-its-kind ultramarathon that celebrates human possibility—and champions the potential of female athletes. https://t.co/wstNc3oTot #lululemonFURTHER pic.twitter.com/9k5vKDmwrM
— lululemon (@lululemon) May 23, 2023
Joanna Schwartz, a marketing professor, believes that Lululemon’s success is partly due to its niche focus on a young, affluent, and female demographic. She explains that the brand’s aspirational image, high-quality products, and emphasis on yoga and intentionality have contributed to its popularity. Schwartz disagrees with Wilson’s viewpoint, arguing that Lululemon should not shy away from catering to a diverse range of customers like Gap does.
Schwartz also highlights that Wilson’s past comments regarding body types and Lululemon’s clothing fit have faced criticism. In 2013, Wilson suggested that some women’s bodies are not suitable for Lululemon pants due to thigh rubbing and pressure. Schwartz views this as exclusionary language, but she applauds Lululemon’s efforts to become more inclusive by addressing issues like sizeism. Despite opposition, the brand has become more racially and ethnically diverse and has expanded its size range beyond women’s sizes 00-10.
In conclusion, while Chip Wilson may have expressed his disapproval of Lululemon’s advertisements, the company remains unfazed and focused on its inclusive approach.
