Chip Wilson, Lululemon founder and former CEO told Forbes in an interview that "...I think the definition of a brand is that you’re not everything to everybody… You’ve got to be clear that you don’t want certain customers coming in." suggesting that the brand stray away from inclusivity for diverse audiences.
According to ABC News, Wilson has a history of making controversial comments in reference to the Lululemon brand and its consumers.
In 2013, Wilson told Bloomberg on its "Street Smart" television program that Lululemon’s leggings don’t work for "some women’s bodies."
And the controversial comments don't stop there, according to style magazine The Cut, in 2004 Wilson told Canada’s National Post Business Magazine that he came up with a brand name that has three L’s because it was funny that Japanese people couldn't pronounce the "L" in Lululemon. “It’s funny to watch them try and say it,” said Wilson.
A spokesperson for Lululemon defended the brand to CNN in a statement and acknowledged that Wilson does not speak for the brand since he left the board in 2015.
The statement reads, "lululemon is committed to creating and fostering an inclusive, diverse, and welcoming environment throughout our organization and across our communities. We have made considerable progress since launching our Inclusion, Diversity, Equity and Action (IDEA) function, and we are proud of the goals we have achieved,"
Social media influencer and luxury/lifestyle guru Jackie Aina took to TikTok to share her thoughts on an article by Business of Fashion with accounts of former Lululemon employee's experiencing racism while working for the retail athleisure company.
Aina addressed the racism allegations in the BOF article to her 2.8 million followers saying, "Lululemon, what the h*ll is your problem? People just want to work, why can't people just come to work and have a respectable work environment and be treated as equals on the job? I don't understand why that is so hard to ask?"
What does this controversy mean for the brand in the coming months of 2024?
Well, according to the NASDAQ provided by CNBC, stocks are still up for Lululemons multi-billion dollar company despite the controversy the company continues to face.
Although the company is doing well from a financial perspective, it may need to improve its public image to consumers to maintain trust in the brand.
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