Mays
The determination of a good brand is all in the company’s sustainability. Whether or not they are able to provide the best product made of the best raw materials, with the right kind of labor, and branding it with the right kind of marketing strategies. Some companies are worth buying from more than others; in the world of athletic or athleisure clothing, it is becoming more prominent that certain brands are going to be able to stand the test of time compared to their competitors. What puts companies on a higher level than their competitors is not all about pricing, it is about environmental impact, overall wear and value of a product, and what tactics companies use to make their product more sustainable.
In the world of athleisure there are two “luxury” brands that come to mind, Athleta and Lululemon. Both are notorious for having a cult-like following as well as being loved by many well known people. Are they worth the hype? Can these two brands be as good for the environment and sustainable as they claim?
Athleta
To understand the way this brand works, it is imperative to understand the core values and model in which this company is built upon. According to Athleta (2019), one of their 5 core values is “sustainability sustains us” they explain that “it’s about doing the right thing, especially when it’s hard. And using the power we have as a big company to make informed decisions that improve lives – for everyone, everywhere”. Athleta (2019) also prides themselves on being a B corporation, “We use business as a force for good. We’re proud to be recognized for putting people and planet right up there with profit”; they believe that being sustainable is just as important, if not more important than thriving financially. Another part of being a sustainable brand is being able to plan for the future and create attainable goals that are positively impacting the environment and the surrounding communities. Athleta (2019) has made 4 main goals for the year 2020, they want to empower more women through P.A.C.E. and Fair trade, they want 80% of their products to be made with sustainable fibers, they want 25% of their products to be made with water-saving techniques, and they also want *0% of their waste to be diverted from landfills. These goals are an improvement from their recent ratings that state only 60% of their materials are made with sustainable fibers, only 4% of their products are made with water-saving techniques, and only 70% of their waste has been diverted from landfills; they are close to their 2020 goal but it is good to see a company trying to avidly improve their sustainability (Athleta, 2019).
Apart from Athleta trying to raise their own standards towards a more eco-friendly company, Athleta has earned B Corp certification. According to BusinessWire (2018), “ B Corp Certification requires a holistic review of a business’ social and environmental performance, accountability and transparency”. By earning B Corp Certification, Athleta’s purpose has become “creating a positive social and environmental impact, taken as a whole, through the products we offer, the treatment of our employees, customers, suppliers, and partners, the marketing of our products and brand, and our engagement with the broader community”. This purpose shows how well-rounded Athleta is as a company, not just focusing on one key element of sustainable business but all elements including the community and environmental impacts.
Lululemon
Compared to Athleta, Lululemon seems to be the more desired brand due to endorsement and price. Consumers may look at this brand and lean towards it more because it can seem more upscale due to their high prices. But the question is, What does Lululemon do for sustainability practices? According toto Lululemon (Sustainability, n.d.), they have four aspects involved in their stand on sustainability, they include:
“We are a model for community-led sustainability including our extended lululemon family of ambassadors, vendors, and guests. We educate, inspire, and challenge our communities to become leaders in sustainability. We expand our collaborations and partnerships to include brands, suppliers, and NGOs that share out sustainable vision. We communicate our sustainability efforts with honesty, transparency, authenticity, and integrity.”
Sustainability also includes energy and carbon footprints. Lululemon (Energy and Carbon, n.d.) stated that “product shipments make up the largest part of our footprint (51%), followed by capital goods (18%), electricity and natural gas use (14%), employee commuting (7%), and business travel (4%)”. These numbers are just part of a bigger picture of what sustainable methods Lululemon states they use.
Although Lululemon is not a part of B Corp Certification, they have some strengths as a company. According to Horan (2011), lululemon lists their strengths as “premium active brand, distinctive retail experience, innovative design process, community-based marketing approach, deep rooted culture on training and personal growth, experienced management team with proven ability to execute”. There is however, no mention of the environmental impact Lululemon has. They barely touch base with the community aspect of their brand and it is focused on their marketing strategy and not on their positive impact on their surrounding communities. From a personal aspect, Wolfe (2017), believes that Lululemon’s environmental impact is just not good enough; she states that “they’ve made no time-bound commitment to reducing greenhouse gas emissions”. Wolfe (2017) does state that 60% of Lululemon’s materials are certified by Bluesign; but there is no deadline for hazardous chemicals to be removed nor are there policies for reducing water use throughout the company.
Not everything about Lululemon is bad, they have created a brand that markets towards peoples desires to be seen as the “yoga” or “athletic” type of person. The Lululemon brand has been able to empower people by using their “brand identity through appeals of self-betterment” they use phrases such as “breathe deeply, do one thing a day that scares you, this is not your practice life” (Lawrence & Lozanski, 2014). Lululemon clothing is seen almost as a status symbol of “social and spiritual activism rooted in bodily improvement and self-transformation” (Lawrence & Lozanski, 2014).
Are They Worth The Hype?
With all the facts, it should be evident that Lululemon is not worth the hype from a social and environmental perspective. They lack the evidential support that they have made worthwhile strides towards real sustainability compared to other athleisure brands such as Athleta.
Why is Athleta the Better Pick?
References:
Athleta. (2019). Our Values. Retrieved from https://athleta.gap.com/browse/info.do?cid=1074427&mlink=55287,15864962,Footer_ OurValues&clink=15864962
BusinessWire. (2018). Athleta Earns B Corp Certification. Retrieved from https://www.businesswire.com/news/home/20180320005035/en/Athleta-Earns-Corp- Certification
Horan, M. R. (2011). Where's the buzz? why no one is talking about lululemon athletica's sustainability initiatives (Order No. MR77437). Available from ProQuest Central; ProQuest Dissertations & Theses Global. (1026591698). Retrieved from https://search.proquest.com/docview/1026591698/previewPDF/1EE7D8339CB2428BP Q/1?accountid=27975
Lavrence, C., & Lozanski, K. (2014). "This is not your practice life": Lululemon and the neoliberal governance of self. Canadian Review of Sociology, 51(1), 76. Retrieved from https://onlinelibrary.wiley.com/doi/full/10.1111/cars.12034
Lululemon. (n.d.). Energy and Carbon. Retrieved from https://info.lululemon.com/sustainability/our-footprint/energy-carbon
Lululemon. (n.d.). Sustainability. Retrieved from https://info.lululemon.com/sustainability?mnid=ftr;en-US;sustainability
Wolfe, I. (2017). How Ethical Is Lululemon?. Retrieved from https://goodonyou.eco/how- ethical-lululemon/
lulu1
MKT.docx
0
