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The Ethics of Lulumelon
Lulumelon Athletica, Inc. is an American-Canadian company that is an apparel retailer whose headquarter is in Vancouver and Delaware. The company was founded in 1998 and is the leading retailer of yoga pants and other yoga wear (Marsh & Ahmed, 2020). It has expanded, and today, it sells accessories, lifestyle apparel, athletic wear, and other personal care products. Nonetheless, the company has over 500 stores globally and sells its goods online (Helmore, 2020). The company has been facing criticism after promoting a decolonizing gender workshop whose central theme was anti-capitalism, further promoting a backlash from the social media users who claimed that the workshop was ironic.
Capitalism is an economic and political system where a nations industry and trade are controlled using the private owners for-profit and not by the state. The production of goods and services in such a system is mainly based on supply and demand in the general market. The most common type of capitalism is referred to as Laissez-faire, a system where the people are unrestrained. They determine where to invest and the goods they should produce and sell. And the prices at which they should sell the goods and services (Berger & Przyrembel,2019). The laissez-faire marketplace mainly operates without any controls or checks. Capitalism has helped the countries since it has solved the problems related to economic production and resource distribution (Berger & Przyrembel, 2019). Instead of people planning for financial decisions using centralized political methods like feudalism or socialism, economic planning under capitalism occurs through voluntary and decentralized decisions (Berger & Przyrembel,2019). Lulumelon is an example of capitalism since it is a privately owned company with many retail stores. The company has been vital since it has promoted efficiency in the manufacturing of goods it has been maximizing the value of its properties. The company has made itself more valuable through its trading power in Canada (Helmore, 2020). The company has been categorized as one of the best in the production of yoga wear and other accessories and athletic wear. Its legal rights have been protected, and the company relies on using contracts and fair dealings to become more successful (Helmore, 2020). If it were not for capitalism, Lulumelon would not be where it is today. It was unethical for the company to start a fight against capitalism, yet it is a product of the same. Some people described the move as hypocritical, which was true since capitalism is the cause of the companys existence, and it was unethical for it to support its end since it would mean that it would also end (Helmore, 2020). The company took part in the campaign only for the money.
The resisting capitalism themes were gender stereotypes, consumerism, and colonialism. Even the themes never showed Lulumelons real character since it was part of the gender stereotypes when Chip Wilson, its founder, claimed that the companys products were not for overweight women (Helmore, 2020). It showed that the company was discriminative against overweight women, and they were only meant for its fit customers. This was a stereotype against overweight women because being obese is a medical condition that these women may be struggling...…a virtual signal to show how woke they were in their product campaigns (Meyersohn, 2018). Still, Lululemons efforts would backfire based on the anti-capitalist sentiments. The main argument would be that if the company were against its roots, it would also be against its customers at some point since it could never be trusted (Meyersohn, 2018). Yet, it was a capitalist company, which would make people lose trust in the company due to its hypocritical nature.
In summary, Lulumelon can make some recommendations to improve its activities. Firstly, it must sign the Bangladeshi Accord to show that it cares about the employees and is determined to promote sustainability. It should also become more open to its customers and create a vaster base by being more attractive in its campaigns. In case it may have failed before in its activities, it can try correcting its mistakes by publicly apologizing to the people and ensuring its campaigns are more ethical and acceptable to all people. The company may also expand its market niche and start producing clothing for non-sportswear and sportspersons. It can lower costs by adopting a differentiation and cost leadership strategy as part of the companys generic strategic planning.
Moreover, Lulumelon can also improve on research and development to help it know its market niche. The R&D department should research the market needed by the company and how this could maximize the companys sales. It would also help the firms know-how being part of some actions that would cause its downfall or success. If the research and development team were more active, the company would not…
References
Berger, S., & Przyrembel, A. (2019). Introduction: Moralizing capitalism: Agents, discourses, and practices of capitalism and anti-capitalism in the modern age. Moralizing Capitalism, 1-26. https://doi.org/10.1007/978-3-030-20565-2_1
Helmore, E. (2020, September 11). Billion-dollar Lululemon under fire for promoting ‘resist capitalism’ event. the Guardian. https://www.theguardian.com/business/2020/sep/11/lululemon-athletic-wear-resist-capitalism
Marsh, S., & Ahmed, R. (2020, October 15). Workers making £88 Lululemon leggings claim they are beaten. the Guardian. https://www.theguardian.com/global-development/2019/oct/14/workers-making-lululemon-leggings-claim-they-are-beaten
Meyersohn, N. (2018, December 20). Lululemon’s controversial founder: The company is worse off without me. CNN. https://edition.cnn.com/2018/12/20/business/lululemon-founder-chip-wilson/index.html
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