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Lululemon Athletica: An Ethical Fashion Brand?
Abstract
Lululemon Athletica (Lululemon), a Canada-based sports and yoga wear retailer, was founded by Dennis Chip Wilson (Wilson) in 1999. Lululemon’s products, which were premium priced, gained popularity among yoga practitioners and other fitness conscious people. As of 2014, the company operated through 254 stores across the world. Since its inception, Lululemon had emphasized sustainable business and operating in an ethical manner. The company projected its sustainability vision as elevating the world from mediocrity to greatness by embracing social, environmental, and economic health in every part of its organization and its global communities... |
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Issues
The case is structured to achieve the following teaching objectives:
- Understand issues related to corporate sustainability and being a globally and environmentally responsible company.
- Understand the concept of greenwashing
- Evaluate the methods by which companies can practice sustainability management and gain competitive advantage.
- Explain what it means to be a sustainable business and the relationship between profitability and sustainability.
- Understand the role of the entrepreneur / leader in incorporating and managing an ethical company.
- Discuss how controversies affect businesses.
| Contents |
| INTRODUCTION |
| ABOUT LULULEMON |
| TOWARDS HEALTHY AND FUN LIVES |
| BUILDING THE BRAND |
| A SUSTAINABLE COMPANY |
| CONTROVERSIES |
| EXHIBIT |
Keywords
Retailing,Brand Building,Sustainable and ethical practices,Controversies,Repercussion,Greenwashing,Company vs customer perspective,Business ethics,Ethics and values
