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Neon Tommy - Annenberg digital news

Lululemon Tote Bags Enrage Customers

Gabi Duncan |
October 31, 2013 | 7:10 p.m. PDT

Staff Reporter

Lululemon's message of Brahmacharya (Twitter).
Lululemon's message of Brahmacharya (Twitter).
Lululemon Athletica, the yoga-inspired athletic apparel company, has been having a controversial year.

In March, they were forced to recall a line of see-through yoga pants. Then, in July, they received criticism for discriminating against plus sizes. A former Lululemon employee, Elizabeth Licorish, accused Lululemon of hiding and refusing to restock merchandise above a size eight. 

The fitness company is now making headlines for its new line of reusable tote bags that represent the five yamas (moral, ethical and societal principles) of yoga. The bag promotes the yama of brahmacharya, which Lululemon defines as moderation, or non-excess. The most recent bag depicts cookies, potato chips, condoms, cigarettes, prescription pills and IV needles to convey the message of moderation. 

Lululemon's website says, “Brahmacharya teaches us to recognize that moment of just enough, so we don't move past it into uncomfortable excess. Maybe it's by pushing away the plate of French fries or using our pent-up energy for a run. By focusing inward, we keep our bodies healthy and energetic. And hey, there are some things we're better off avoiding altogether.”

However, Lululemon's attempt to communicate the importance of a balanced life is misguided. The company’s definition of brahmacharya as "moderation" is a far stretch from the actual meaning of the Sanskrit word. Traditionally, the word means celibacy, or restraint from sexual indulgence. Many believe that Lululemon is taking a sacred yogic word and stretching it to mean what they want it to mean, thus devalueing tradition and history. 

Others have responded with anger and disappointment, feeling that Lululemon is implying that its consumers need assistance curbing habits like shooting up, popping pills, smoking cigarettes and having unprotected sex. To them, the insinuation is both presumptuous and offensive, and they do not feel it is Lululemon’s place to determine which activities or lifestyle choices are or are not appropriate.

Colleen said on Lululemon's blog, “I have a young daughter and we practice moderation and balance. I normally love the Lulu bags, but I am offended by the pictures on this bag. Really?? I don’t want my daughter (or myself) using drugs or smoking, even in moderation. After purchasing a pair of shorts and a new bra --- because in all honesty I do not practice brahmacharya in regards to Lululemon’s clothing --- I looked more closely at the pictures and tossed the bag in the recycle bin." 

Michelle said, “They’re a company that thrives on the wantings of others to sell their products... Perhaps Lululemon should exercise some of it’s own brahmacharya toward it’s own company.”

Customers like Colleen and Michelle express the irony that Lululemon would scold its customers on moderation while simultaneiously coercing them into purchasing as many tanks and sports bras as possible. 

Others are just downright confused as to the purpose of the bags. Lucy wrote, "When I received my latest purchase in this… bag, I wondered what it meant. Looking more closely, it still didn’t make sense! I’d have preferred an autumn scene..or healthier message/saying..keep it simple! Will have to say that this bag will not be seen again!"

Neon Tommy spoke with a Lululemon employee, who preferred to remain anonymous. She fully supports the latest marketing venture.

"I think it was super clever what they did, promoting the yamas with the yoga bags. At first, I thought the bag was a little racy, but it's really creative. I personally haven't heard anything negative," she said.

Sandy Wei, executive assistant to the vice-president of Planning and Allocations and Director of Merchandise, is also unfazed by the advertising strategy. Wei shared a grateful blog post about how brahmacharya has personally affected her life. 

“Brahmacharya makes us think twice and listen to what our mind and body deserves. If you catch me at the grocery store staring at a bag of chips, it’s because that’s the new me battling with myself, making choices and practicing brahmacharya,” wrote Wei.

Though alienating and insulting customers is a sure-fire way to lose business, Lululemon's success does not appear to be slowing down any time soon. 

It's up to each individual whether they want to heed Lululemon's message of brahmacharya. But Lulu may find that some customers' idea of brahmacharya is to no longer shop in their stores.

Reach Staff Reporter Gabi Duncan here. Follow her on Twitter.



 

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