The Problem Of Defective Yoga Pants

As women have continued to embrace a variety of fitness and athletic activities, including yoga, we believe other athletic apparel companies are not effectively addressing their unique style, fit and performance needs. We believe we have been able to help address this void in the

Over the last 10 years’ gym memberships within the United States have increased from 41.3 million to 54.1 million. The biggest trend over the last few years is becoming fit, more and more each day people are finding ways to live fit and healthier lifestyles. From eating the right nutritional foods, working out and people just wanting to follow the latest and greatest trends. The increase in gym memberships and the amount of people working out leads to the increase in athletic attire. For this exact reason athleisure wear was born, it is the newest fashion trends were people wear athletic clothing regardless if they intend go to the gym or not that day. People are wearing it to the office, shopping, to run errands and other social events. Athleisure wear consist of articles of clothing such as spandex, leggings, yoga pants, sports bras and fashionable sweats. Over the last 10 years an increase in athleisure wear has spread at a rapid rate globally, particularly in the women’s fashion industry. Since 2013 the increase in athleisure wear apparel has grown by 14% and accounts for 18% of the total clothing retail market. With this trend still catching on, active wear is expected to continue to grow at an average rate of 3.3% annually. Due to this rapid increase in purchasing athleisure wear the apparel industry will continue to grow especially Nike because they are the market leaders in active sportswear. For that exact reason I believe that Nike is a

The athletic apparel industry has shown a large increase in popularity. Global sales of sport clothing have increased from 146.1 billion US dollars in 2007 to 162 billion US dollars in 2012(Global Participative Sport as Consumption). Particularly in the United States, sales of sport apparel have increased by 7% from 2013 to 2014 (Wingus). There has been a large trend in healthy living, as “activewear accounted for $33.7 billion in sales and made up 16 percent of the apparel market” (Wingus). The industry is booming, as sportswear, specifically yoga pants, has transformed into people’s daily apparel. (Refer to Appendix Table 1) Huffington post noted, “people are wearing trendy workout clothes all day, every

This case study of Footwear International demonstrates the cultural differences in society. It shows the consequences when a society, like Bangladesh, get interpreted the wrong way by the people. John Carlson from Footwear International experienced an innocent mishap within his company, which had disrespected many people. He needs to let the people know that it was an honest mistake and that Footwear International will do whatever it takes to correct the problem.

Finally, Lululemon’s founder, Chip Wilson, made a publicly offensive suggestion, that some women’s bodies were not made to wear his yoga pants. “The problem was that the yoga-apparel company has been having with its pants on the size of women 's thighs” (EBSCO, Nov 14, 2013). After making those comments discourage plus size customers were embarrassed and felt like they don’t want to shop at the store anymore. Some women blamed CEO for making products that don’t last long. One of the examples from Financial Post. However, despite the unfortunate occurrences last year Lululemon is in a very healthy position in the Canadian and US markets. In addition to that, Lululemon’s baggiest competitor is now Sears Canada. Sears became a new stop for consumers who want high-quality and affordable yoga gear. “The struggling department store chain says its Pure Energy Athletics line of yoga clothes has been a hit with customers since they were introduced in February. The chain says it sells yoga pants for $14.99 or $29.99 — a steal compared to similar clothing from other retailers, like Lululemon Athletica” (Edmonton Journal, May 21, 2014). However, Lululemon has a tremendous

This report has been created with the intent to analyze the athletic apparel industry with a specific focus on Lululemon Athletica, Inc., further refered to as Lululemon. In this report you will find that the strengths and weaknesses of Lululemon’s current strategies and future goals are analyzed and compared to that of its closest competitors. In conclusion to the analysis, recommendations have been made to potentially guide Lululemon Athletica, Inc. in a positive direction in regards to its future endeavors. The following

You will use the critical thinking skills you have been developing to identify violations of the Universal Intellectual Standards and Logical Fallacies in the essay, “Sweatshirts from Sweatshops” on pages 406-408 of your textbook.

One of Lululemon’s ethical issues that it is currently practiced is that Lululemon encourages employees to ease drop on its customers to gain more knowledge on the current complaints/defects with its products. This practice was introduced to the company because Lululemon is known for wanting to avoid collecting large amounts of customer data through large data techniques. Rather, the company aims to have a close and open relationship with its customers. Lululemon would rather connect with its customers while they are shopping in the store or in its company offered yoga lessons after the store closes rather than collecting data. The company was founded on the mission of “creating components for people to live longer, healthier, fun lives” this philosophy led to Lululemon seven core values: quality, product, integrity, balance, entrepreneurship, fun, and greatness. In this case, the implicated values that have arisen are integrity, quality, and greatness. As a company, Lululemon values greatness as a key value in how the company functions, they do this by always striving to have the best quality products and to be the greatest company. However, another key value is integrity which it encourages its employees to have the quality of being honest and having strong moral principles. The implication of having employees ease drop on its customers in order to gain feedback on the company’s product violates its value of integrity.

The company plans to launch stand-alone men's stores by 2016 and expand their business globally. That same day, the company announced plans to quit the Toronto Stock Exchange (TSX) due to a lack of trading on the Canadian exchange, stating that the expenses associated with having a dual listing were not justifiable(Nichols, 2016). The one remark that sent the media in a frenzy was in response to the public criticism of the sheer yoga pants, Wilson explained, “Quite frankly, some women’s bodies just actually don’t work for it. Even our small sizes would fit an extra-large(Nichols, 2016). It’s really about the rubbing through the thighs, how much pressure is there.” This statement triggered massive social outrage that was felt throughout many media platforms(Nichols, 2016). With this media “fire-storm” it was clear that Mr. Wilson needs to be reprimanded in the sense of being taught to speak to the media. Christine Day has stepped down from the CEO position and corporate will need to select another leader.

Lululemon Inc. has a strong history of making quality fitness clothing for yoga and other athletic purposes by the founder of the company. Dennis “Chip” Wilson in 1998. After becoming “overwhelmed” by the company’s success in Vancouver, Wilson transferred management of the company to trained managers (Nicholes, 2016, p.6). During this time, Corporate CEO Christine Day’s leadership was put into question due to the low level quality of material used to make the Luon Pants, which had a “see-through problem” due to the extreme sheerness of the pant material. More so, in 2013, corporate leadership had a lawsuit brought against the company directors, including Christine Day, of massively raising the

Lululemon offers high-quality premium athletic apparel that is designed for performance, comfort, functionality and style. The innovative design process is attributed to a number of factors such as, real-time customer feedback. Lululemon seeks real-time customer feedback on the design and development of new and existing products. By directly integrating the customer into the product development process the design team can understand and directly respond to consumer needs and wants while creating innovative designs that

One of the biggest and most popular brands in America, Nike, who targets athletes of all ages to be better athletes engages in unethical behavior by exploiting people from other countries by providing bad working conditions and low wages. Nike produces athletic equipment as well as apparel that is not only appealing to athletes, but also to the general public. However, the people that work for Nike and make these products are people being physically abused by supervisors and have to deal with horrible working conditions. According to an article written by Zaid Jilani, he said that thousands of women in Indonesia are being exploited by companies such as Nike where the wages being paid to these women are not enough to survive. Nike is well aware of what they are doing to these people in Indonesia, but still continue with it because the profits they receive at the end of the day is more valuable to them than the poor working conditions they offer to these Indonesian women. This shows that Nike uses the the Utilitarian approach because the company weighs out the pros and cons of the situation and still decides to produce products in Indonesia where it’s perfectly legal to pay low wages and have bad working conditions even though it is

Lululemon has kept up to date with innovating technology worn in people’s everyday lives. Silverescent

In 2013, Lululemon Athletica Inc found it succession of problems that damaged the company’s reputation, these included the following: (i) quality control was top on the list as there was a recall of 17 per cent of the company 's Luon pants, (ii) lawsuits issues with investors, (iii) withdrawal from the Canadian stock exchange, and (iv) bad publicity (Huang, 2014, p.5-7).

Nike’s CEO’s and management made a decision to begin using sweatshop labor in order to save money and begin aggressive marketing. They used this aggressive marketing to have a one up on their competitors, in fact, Nike spent 280 million dollars alone on advertising in 1994 (Schwartz, 2000). Nike would give great athletes million dollar contracts to endorse and wear their clothing. For an example, Andre Agassi received 70 million dollars to endorse Nike's tennis clothing line. The choice to start aggressive marketing is the reason why Nike entered into this crisis and started making unethical decisions. Once the top management of Nike realized the profitability and popularity of hiring professional athletes to wear and endorse their clothes, regular advertising would not suffice. The company became greedy and were willing to use cheap abusive labor so that they could pay professional athletes millions of dollars (Schwartz, 2000).