<p>Lululemon founder Chip Wilson is taking backlash for his recent comments about the brand&#8217;s adoption of Diversity, Equity, and Inclusion (DEI) policies — which he said led to the use of &#8220;unhealthy,&#8221; &#8220;sickly,&#8221; and &#8220;not inspirational&#8221; models to promote the brand.</p>
<p><a href="https://nypost.com/2024/01/03/business/lululemon-founder-chip-wilson-slams-diversity/" target="_blank" rel="noopener">Wilson</a>, who left the company in 2015, but remains its largest individual shareholder, complained that with the move to include models he deemed &#8220;unhealthy,&#8221; the company was moving toward promoting diversity over health and fitness.</p>
<p>&#8220;They&#8217;re trying to become like the Gap, everything to everybody. And I think the definition of a brand is that you&#8217;re not everything to everybody,&#8221; he explained during an <a href="https://www.forbes.com/sites/jemimamcevoy/2024/01/02/lululemons-founder-made-a-fortune-but-lost-out-on-billions-inside-his-struggle-to-move-on/?sh=d51285233982" target="_blank" rel="noopener">interview</a> with Forbes. &#8220;You&#8217;ve got to be clear that you don&#8217;t want certain customers coming in.&#8221;</p>
<p>Joanna Schwartz, a marketing professor at Georgia College &amp; State University, told <a href="https://www.newsweek.com/lululemon-founder-blasts-company-diversity-chip-wilson-1857526" target="_blank" rel="noopener">Newsweek</a> that the brand&#8217;s success was in part derived from its refusal to be &#8220;everything to everybody,&#8221; explaining that instead, they worked hard to &#8220;super-serve their core&#8221; — wealthy, fit, and usually younger women.</p>
<p>&#8220;That has made Lululemon an aspirational brand that represents very high-quality, expensive goods that are rarely significantly discounted. It&#8217;s also a lifestyle brand that is really captured by some of the word representations they create around their brand ideas, focus on intentionality, oneness and yoga,&#8221; she added.</p>
<p>Schwartz went on to suggest that remaining in that mindset would be counterproductive, however — and suggested apparently without evidence that Wilson had also been opposed to including models of diverse races and ethnicities.</p>
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<p>&#8220;He clearly sees Lululemon as a brand where a large percentage of the population isn&#8217;t welcome. In light of that kind of opposition, it&#8217;s really impressive that the brand has pushed against that to include a greater racial and ethnic diversity, and by addressing the brand&#8217;s formerly long-standing sizeism, which includes a focus almost exclusively on women&#8217;s sizes 00-10,&#8221; she said.</p>
<p>Wilson has triggered the woke mob on at least one <a href="https://nypost.com/2013/11/09/some-women-just-cant-wear-lululemon-pants-founder/" target="_blank" rel="noopener">previous occasion</a> — when he said that not all women were built for the company&#8217;s yoga pants — which resulted in him stepping down as chairman of the board in 2013.</p>

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Lululemon Founder: The ‘Whole Diversity And Inclusion Thing’ Pushed Company To Use ‘Unhealthy’ Models

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Lululemon Founder: The ‘Whole Diversity And Inclusion Thing’ Pushed Company To Use ‘Unhealthy’ Models