Case Study Of Lululemon

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Lululemon is a company that makes clothes specifically for yoga and was created in 1988. Chip Wilson, founder of Lululemon, had attended the first yoga class to ever be held in Vancouver and fell in love. He had felt good during and after taking the class and decided for a change. He wanted to create a line of clothing that would help support certain movement needed for yoga, breathability, flexibility, and stretchiness because he had thought that other clothes weren’t suitable for yoga. This paper will discuss the ethical issues the company has faced and how they have handled them. It will also discuss the ethical culture and how its impacted its relationship with its customers and employees. Lastly, the steps Lululemon should take to improve …show more content…
Lululemon is known for avoiding taking in tons of customer information through big data techniques, and instead wants to promote an open and close relationship with its customers. Employees are trained to listen in to conversations customers are having between each other in order to hear exactly what it is the customer is looking for and whether they have any complaints against the company. Lululemon takes the customers complaints and concerns very seriously, but also crosses the line by listening in to the conversations. Having that kind of ethical culture and training employees to do that, affects the relationship with customers and employees greatly. Some employees may not be comfortable with listening in to customer’s conversation’s and most customers probably aren’t okay with it either. It could immensely affect whether the customer will come back to the store or …show more content…
In my own opinion, Lululemon is way to overpriced. The price for most of their yoga pants is over $100 including tax. I would much rather purchase Nike or Under Armour products because they are cheaper. Sports Bras are mostly over $50 and even their gym bags are over $150. I would much rather go to Dick’s Sporting Goods and spend that much money and get the Sports Bra, bag and even yoga pants. What is nice about their website is that it provides an “Inspiration” bar where you can learn about the construction of the clothes, and even their philosophy which is “Creating components for people to live longer, healthier, fun lives”. In the “About us” section that you’re able to access at the bottom of the page, provides information about the investors, strategic sales, their story, and media. I thought that was very unique that they had listed investors and strategic sales so I went ahead and clicked on both. Under the Investors page, it has listed financial information, recent press releases, latest webcasts and events, investor resources and even stock information. Under the strategic sales section, it talks about the team program, where you can find a strategic sales partner, yoga hard goods, and wholesale. That is very interesting information to portray on your company website and a little astounding that

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