Lululemon is a niche, lifestyle brand of
yoga and running clothing. Lululemon is essentially a logo on a swatch of Third World cloth enhanced by a brand manifesto rife with
New Age bromides: DANCE, SING, FLOSS AND TRAVEL; JEALOUSY WORKS THE OPPOSITE
WAY YOU WANT IT TO; BREATHE DEEPLY; LOVE. Clearly, Lululemon is not for
everybody. Especially if you’re a little above your ideal body weight or if you
have an issue with other people being able to see through your pants.
‘Quite frankly some women’s bodies just
actually don’t work for it. It’s really about the rubbing through the thighs,
how much pressure is there.’ Alas, recently deposed Lululemon founder Chip
Wilson was not discussing the favoured murder technique of Bond assassin Xenia
Onatopp. No, he was blaming his core customers for the poor performance of his
company’s shoddy athletic apparel.
Anyone who’s ever worked a day in their
life knows that the customer is not always right. Still, it’s good policy not
to alienate the money. If you’re disdainful of your customers, perhaps because
they have yet to embrace yoga as an ideology or maybe because they’re hesitant
to do one thing each day that scares them, it’s probably a best business
practice to keep that sort chatter for the bathroom mirror or a discreet
Anyway, that sound you heard following Chip’s
hasty exit was years of carefully cultivated brand equity being flushed away.