W7 Discussion: Lululemon: Turning Lemons into Lemonade

Chapter 12: Lululemon: Turning Lemons into Lemonade: 12-1 Introduction Book Title: Business Ethics: Ethical Decision Making and Cases Printed By: Kennisha Holloman ([email protected]) © 2019 Cengage Learning, Cengage Learning

12-1 Introduction

Lululemon Athletica is an athletic apparel company intended for individuals with active

lifestyles. The organization has deep roots in the yoga community and is one of the few

businesses to offer apparel for this specific market. Lululemon is based in Vancouver, British

Columbia, Canada, and operates its clothing stores in numerous countries throughout the

world. The apparel store offers product lines that include fitness pants, shorts, tops, and

jackets for activities such as yoga, running, and other fitness programs. It operates in three

segments. These segments consist of corporate-owned and corporate-operated retail

stores, a direct to consumer e-commerce website, and wholesale avenues. The company

operates more than 350 stores predominantly in the United States, Canada, Australia, New

Zealand, and Singapore. Lululemon has grown rapidly in the last 20 years and is expected

to continue its growth strategy well into the foreseeable future. It has also established a

subsidiary geared toward youth called Iviva Athletica.

Store growth and expansion into other countries has allowed Lululemon to achieve financial

success with revenues of $2.3 billion. While financially stable, the organizational structure

has seen changes with the hiring of a new CEO. Lululemon hired Laurent Potdevin in early

2014 hoping to appoint a worthy and experienced industry professional. The company also

wanted to distance itself from negative headlines circling around former CEO Denis “Chip”

Wilson. Potdevin was once the CEO at Toms and has worked in the industry for over 20

years.

There is no question that Lululemon has seen great success in recent years. From its

conception in 1998, the organization has grown tremendously in markets across the globe.

However, Lululemon’s success has also been tainted by controversy, negative publicity, and

questionable ethical decisions. This case will detail the issues and controversies circling this

organization and identify how Lululemon has managed these issues. In addition, we provide

information regarding the positive ethical decisions that have been made throughout

Lululemon’s history.

Chapter 12: Lululemon: Turning Lemons into Lemonade: 12-1 Introduction Book Title: Business Ethics: Ethical Decision Making and Cases Printed By: Kennisha Holloman ([email protected]) © 2019 Cengage Learning, Cengage Learning

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