Fashion Management Design Lulu Lemon Brand Free Essay Example, 2000 words

The brand sells the invitation to desired healthy life via the creation of the network of fitness and yoga instructors as hosts of various events. According to the chosen strategy and the policy of the Lululemon, being green and eco-friendly is one of the fundamentals of the company as the lifestyle propagandized comes hand-in-hand with the perception of the healthy planet. Due to the website Lululemon is pushing sustainable agenda, and the extensive language is used to describe the anxiety about the reduction of the carbon footprint, huge investments into new technologies and safety. However, the Carbon Disclosure Project revealed that the level of carbon reduction is one of the lowest within the industry. There is one place, though, where Lululemon can be viewed as a leader – it is the stance on healthy forests (Horan, 2011). The company is engaged into Canopy Planet project, aimed at ending of forest fibre use in apparel manufacturing. Thus, the relationships with the environment are considerably satisfying; there is still a lot to be done (Yohn, 2014). Lululemon has a number of dark pages in its history (Machelot, 2014). We will write a custom essay sample on Fashion Management Design Lulu Lemon Brand or any topic specifically for you Only $17.96 $11.86/pageorder now The situation with the Carbon Disclosure project and the failure of disclosure of relevant information obviously are to indicate, there is a problem with the ethical matter within the company. But much more damage to the brand image was caused by the founder of Lululemon, Chip Wilson, and the comments he made, which were totally inappropriate and were of racist and sexist nature. Also, the company was involved into a scandal concerning the poor quality of the product through a huge number of complaints on the official website and Facebook page. Rather than apologize, the company defended their product quality and suggested the problem lay with clients, not with the product (Machelot, 2014). Table 2. Lululemon’s sales rate after the scandal Source: Yahoo Finance As it can be seen from the figure above, the connection between social and economic aspects is obvious; it is not the quality problem that had the impact on the overall sales rate, but the ill communication that occurred further which consequently led to unsatisfying results. In general, the problems within the company are connected with the ethics, and approach to the social responsibility tenets can be viewed as ‘average’ and leaves much to be desired, which is not enough in pursuit of success. There are internal issues that deteriorated the reputation and they still present a threat for the company’s future.