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Online Advertisement: The Exercise Clothing of Lululemon
One of the most controversial and successful brands of athletic wear is Lululemon. Lululemon has become so synonymous with yoga its clothing has become integral to the stereotype of an affluent, (usually) white, suburban woman who does yoga and is very into physical fitness as well as has the budget to support her fitness habit. The company, however, has also been the target of a great deal of backlash regarding its products sustainability, encouragement of unhealthy behaviors, and lack of diversity on its website. Lululemon, partially because many of its consumers identify as socially conscious, has tried to diversify its fashion models and also launch advertisement campaigns that encourage healthier attitudes to exercise, life, stress, and even food.
This aspiration and attempt to change the companys brand image can be seen in the text of the above-cited advertisement. In it, a woman wearing the iconic Lululemon pants is shown in a yoga pose, hands as if in meditation upon her knees. She is also wearing what appears to be a Lululemon top and has her hair pulled back, as if ready to do yoga. The advertisement reads: Namaste or Snack Away. The use of the yoga term namaste, or peace, immediately attempts to create a sense of ethos or ethical validation for Lululemon and therefore the advertisement.
By using a yoga pose, and a model who is practicing yoga rather than showing off her fit, thin body and beautifully made-up face to the camera, the subtle implication is that the company knows the real reason people are doing yoga, namely to find some sort of stress relief and inner peace from their daily routine. By suggesting that yoga is about mental as well as physical fitness, the company attempts to solidify its ethical credibility and knowledge of yoga for its target consumer. This also...…range of sizes because they dont work on some womens bodies (Lin and McFerran 79). The company almost immediately backtracked on this statement, but while Wilson is no longer in charge of the company, the negative image and fallout from his comments still resonate. The target audience of Lululemons advertising campaigns for its athletic gear are still affluent women who work out, but the softening of this image, and the desire to appeal to image who do not perceive of themselves as embodying this ideal is seen in the use of the model.
The model is still white and female, but is shown meditating, eating, and engaging in normal activities, not in a very challenging yoga pose. The purpose of the advertisement is obviously to sell Lululemon clothing, but also to market the clothing to women who may feel concerned they are not fit or dedicated enough to be the typical Lululemon consumer. The advertisement enlarges the companys demographic…
Works Cited
Lin, Lily, and Brent McFerran. “The (Ironic) Dove Effect: Use of Acceptance Cues for Larger Body Types Increases Unhealthy Behaviors.” Journal of Public Policy & Marketing, vol. 35, no. 1, 2016, pp. 76–90. JSTOR, http://www.jstor.org/stable/44164869. Accessed 12 Nov. 2022.
Tennant, Mieka. “Chic Sustainability.” Corporate Knights, vol. 4, no. 5, 2006, pp. 12–15. JSTOR, http://www.jstor.org/stable/43242445. Accessed 12 Nov. 2022.
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