Lululemon founder Chip Wilson used the right words to describe how the yoga-focused sportswear company he founded has adopted a diversity, equity, and inclusion marketing strategy since leaving the company. That's what he says.
Canadian billionaire Wilson disparaged Lululemon's “whole diversity and inclusion philosophy” and the fact that plus-size models appear in ad campaigns, calling it “unhealthy” and “sick.” '' and ultimately described it as comparable to Lululemon's style. He spoke in an interview about marketing that “doesn't impress.” forbes.
“They're trying to be like Gap, which is everything for everyone,” Wilson told the outlet about the new direction for the brand he founded several years ago.
Congratulations on setting the bar even higher (again) @Nikki_Hiltz. https://t.co/K8Qwsq0FJ1
— Lululemon (@lululemon) July 21, 2023
But the founders suggested that isolating certain customers isn't necessarily a bad thing if it makes a brand more exclusive. In Wilson's interpretation, marketing inspired by diversity, equity and inclusion opens the door to a wider range of customers.
“And I think the definition of a brand is that you're not everything to everyone…You have to make it clear that you don't want certain customers to come into your store,” Wilson said. (Related: 'Let the theft happen': Lululemon CEO defends firing of employee whose store was broken into by shoplifters)
Wilson has distanced herself from the company for years, after leaving in 2013 saying, “Frankly, some women's bodies don't really work.” [yoga pants],” according to CNBC.
Mr. Wilson has sold about 75% of his shares in the company since 2015, according to Forbes. (Related article: Tech companies cut diversity, equity and inclusion departments to the bone, surprising no one)
The outlet estimated that Wilson would be worth more than $20 billion if he hadn't sold so many shares.
The founder of Lululemon made a fortune but lost billions. Inside his struggle to move forward. https://t.co/l9kRPySfhU
— Forbes (@Forbes) January 3, 2024
As it stands, Mr. Wilson owns a total of 8% of the company, reportedly worth close to $7 billion, according to another billionaire. Forbes profile.
When Wilson founded the athleisure company known for its yoga pants in 1998, it started by opening just one brick-and-mortar store in Vancouver, according to his profile.
