Lululemon, a very marketing savvy yoga/fitness-wear retailer that I, for one, have been going ga-ga over for a few years now (even though it is not inexpensive), has been caught in a contradiction. Their recent negative press is something that could happen to any brand, and that's why this news is worth mentioning. It has broader, "women notice everything" implications.
According to an article by Louise Story in The New York Times, Lululemon's "VitaSea" product line, with tags claiming the inclusion of some sort of seaweed in the fiber mix, may not have any seaweed-specific substances in it at all. The Times actually commissioned a test to confirm the claim and, as Story wrote, the results led to further digging:
"The tests raise obvious questions about Lululemon's marketing. Consumers generally pay more for high-tech sportswear, and companies like Lululemon are trying to capitalize on interest in organic materials."
When questioned for the New York Times piece, an executive from the Vancouver, B.C.-based brand commented something to the effect of -- they couldn't afford to test the claim of the line's manufacturer before putting it in stores. Hmmm.
One of the things a brand, any brand, has to be very careful of, in this era of consumer-expected corporate transparency, is just what happened to Lululemon in this case. Will the brand lose some of its luster or see an immediate decrease in sales with its fanatical customer base? Perhaps not.
But, here's the thing: it will be a negative notch along a female consumer's complex path toward her yoga-wear purchase decision to buy from Lululemon. Particularly for a product that 99% of its buyers would definitely be talking about with other women (yoga and pilates practitioners are notoriously free with recommendations about outfits) - that "notch" could prove to create a significant trust issue in the longer run.
Lululemon does have gorgeous product and many, many fans. So, will the "Ohms" keep the brand safe despite this negative energy?
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