Your worth as a woman depends on people looking at your butt. {lululemon’s manifesto gets spoofed}

Via on Feb 18, 2011

lululemon, spoofed.

With my personal thanks and gassho to Yoga Dork for the heads up.

A student project spoofs the consumerism behind the lululemon manifesto, seen on posters and totes everywhere.

Lululemon, lowercase, is the uber successful yoga apparel brand so famous at making your tush look good it’s called the “lululumon butt”) is so good at rocking from a spiritual, women-first pov. Here’s the actual Lululemon manifesto:

Here’s the spoof. Click here, then click on the image’s text for more info about each criticism.

Two comments from the student site:

It’s difficult to hear when something we love is bad.

There are many companies that make organic, fair trade or local yoga gear for the same price or less than lululemon.

you can’t argue that lululemon has no choice. if companies don’t have a choice, why would ethical options exist?

~ on the other hand ~

seriously guys? There is nothing wrong with lulu lemon… don’t hate the player, hate the game.

Personally, I like lululemon. This writer on elephant may not love them. Or this one. Or, this one.

But I don’t hold their success against them. They’ve rocked the rapidly growing yoga market, have sweet staff and great messaging and messaging and messaging and style. I do wish they’d walk their inspiring talk more with more Made in USA and Canada and organic and fair-trade apparel.

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30 Responses to “Your worth as a woman depends on people looking at your butt. {lululemon’s manifesto gets spoofed}”

  1. [...] This post was mentioned on Twitter by Waylon Lewis and Sofia Frank, Red Fox. Red Fox said: Your worth as a woman depends on people looking at your butt. {lululemon’s manifesto gets spoofed} http://bit.ly/gvPyLW [...]

  2. ARCreated says:

    I like the bags and I like what they say past that I'll pass. As a non rock star (yet?) yoga teacher who can afford that shit??? seriously? 52 bux for a SHIRT???? ahhh…that feels like manmade materials??? No thank you.
    I'm looking for something organic fair trade even (locally made???) and then mmaybe I'll be willing to pay more…maybe.
    I taught a class for Lululemon for one of the studios I work for and got a free top…even if I had the cash I wouldn't have paid for it…everything is ridiculously clingy (runs small? ) I actually asked the girl…do you have anything that feels more cottony and less…shiny clingy….No they didn't. In addition I felt like I was at a rock concert with the blaring music and the overly enthusiastic cheerleaders assuring me I looked "super cute" did not help (I'm a grandma I don't look super cute in a too tight top I look…stuffed :))

    • ARCreated says:

      I admit some of my students do look super cute in their lululemon gear and if they are comfy in it more power to 'em. My last yoga pant purchase was at goodwill…3 dollar on half off saturday…they are probably not organic…but they are cotton and that's good enough for me :) I do not begrudge them their success and in a way they still help promote yoga…so yeah them, but I doubt I'll be an ambassador anytime soon??? who knows I could change my tune if they woo me :)

  3. Mish says:

    Ahhhhh, girls come on over to MishogaWear. I designed the clothes to be soft comfortable. I'm not a big fan of performance material. I personally like cotton. We have some organic and Eco fabric are in the works (bamboo and cotton mixes) It is a little pricey but I hand make every single piece and stand behind each garment 100%.
    Metta La

  4. Personally, I have nothing against a company that made itself successful by finding a niche.
    I do, however, find something wrong with people who pass negative judgement on those who have every right to make a decision on what they wear & how much they choose to spend. It's a powerful brand, so what? How about a big CONGRATS for becoming successful while building communities around this wonderful practice? Lulu does a whole lot of community outreach, like donating to local charities in each store community, giving free yoga classes, & showcasing people who choose to live a healthy lifestyle. As a close friend to 2 Lulu ambassadors & a head of Lululemon community outreach, these guys are dedicated to what they do because they get to create a life they love & share it with people around them. Lulu encourages that. So these people who work for Lululemon are "conforming" just because they have a shiny logo on their pants? When they teach a free yoga class, donate to schools to help children eat healthier, or host a charitable event supported by their community, are they conforming because of that shiny little logo then?
    As far as the manifesto, mocking something that others might find liberating is certainly not grounds for creating peace or inspiring togetherness, as yoga encourages in all of us.
    I am quite disappointed. How about: The light in me sees the light in you. Seriously…the lesson here? Live & LET live!

    • Nadine says:

      heartofayogi, I completely agree that labeling people 'lululemmings', or judging them based on their choice of clothing is far from exhibiting yogic values. On the other hand, I hardly think that charging $100 for a pair of made-in-China pants is an exemplary example of a company's socially conscious standards. I have friends who are Lulu ambassadors and have a couple of students who work there. I certainly don't judge them personally, think they are conforming, or any of that. My feelings about the company (which are not intense, it's just another apparel merchandiser) are separate from the person. I'm vegan, but I don't judge people who eat meat of whatnot.
      Stirring the pot and getting people to question what they think they know about something is an important part of increasing one's awareness, and I think that the spoof does an effective job by using the mouse-over feature to back-up the parody. 'Live and let live' is a nice idea, but I'd rather have truth and awareness, no matter how uncomfortable that may make me or other people. I'd rather live a life of authenticity.

    • Mia says:

      The free Yoga classes are to manipulate.

  5. xuuya says:

    I have a pair of Lululemon shorts that have lasted about 4 years… worn them for yoga, jogging, lounging, biking, walking… whatever. I *love* them.

    I was talking about Lululemon the other day with a friend, and I said that yes, I am willing to spend $90 on a pair of shorts that get as much mileage as my 4-year old ones have gotten, and I am happy to support a company whose clothes are made in BC, not a sweatshop. Now that I've seen the Annual Report, I can see that only 5% of their clothing was made in Canada… and 83% is made in China or SE Asia. I didn't read the Annual Report cover to cover, but I wasn't able to find any place where they mention the conditions in the factories in China and SE Asia, or that they hold themselves to a higher environmental standard than the country the clothing is being manufactured in. And knowing Lululemon, if they did, they would be advertising it. They would be cashing in on it. I doubt they're just being modest.

    As far as patting them on the back for all of their altruistic community work… it's all part of a corporate branding strategy. It's advertising, just more subliminal. This way, the consumer justifies spending $100 on a pair of yoga pants because they're such a nice, caring company. Look! Free yoga classes! They really care about their customers, and their health. They're not Nike!

    Page 8 – "We differentiate lululemon athletica through an innovative, community-based approach to building brand awareness and customer loyalty. We use a multi-faceted grassroots marketing strategy that includes social media, partnering with local fitness practitioners and retail educators and creating in-store community boards. Each of our stores has a dedicated community coordinator who organizes fitness or philanthropic events that heighten the image of our brand in the community. We
    believe this grassroots approach allows us to successfully increase brand awareness and broaden our appeal
    while reinforcing our premium brand image."

    I think having fallen for their community-based grassroots marketing approach is what made me assume all of their clothing was made in Canada. I figured they were too green, too socially responsible of a company to outsource their manufacturing to China.

    I appreciate this post for helping me see the truth, and see my own vulnerabilities when it comes to corporations trying to convince me to buy stuff. I'd still buy my $90 shorts again if they hadn't been discontinued (the butt is virtually transparent and I'm still wearing them… but it might require me concurrently making a $90 donation to a human rights and/or environmental protection organisation to feel okay about it, knowing what I know now.

  6. Daryl says:

    An interesting side point is that lululemon apparently pressured the website SICFit to take down their reblogging of the poster: http://www.sicfit.com/article/5306-REMOVED-POST

  7. matthew says:

    It's their marketing innovation: choose prominent local yoga teachers who fit the brand, kit them out with swag, send them off to their classes as working models, put their life-sized posters on the wall in the store, and create a sense of ersatz community. Works very well for them, because people need community and find it hard to manage through non-consumer means.

    • Yogini5 says:

      I see through that too, it is blatantly transparent through "Yoga Fashion Advice" on the yoga teacher blogs. And Lulu is not the only manufacturer who does this.

      I have noticed Lululemon worn on students at a more popularly priced studio I now go to. WORN Lululemon.
      After a while, contrary to popular belief, Lulu does get worn-looking, folks … Just have to go to studios that are in a certain price range to see it ….

      Now to keep my eyes on my own mat ..

  8. Joana Smith Joana Smith says:

    I like Lulumon's bag with all the slogans… whenever I see it sitting in my garage I am inspired.
    Also, I see nothing wrong with speaking out, getting people all inflamed might inconvenience some,
    but it's also kind of funny. Rock the boat!

  9. Elaine says:

    haha, awesome spoof. Sad if lulu really did force another site to remove the post considering the purpose of the manifesto is to create dialogue. I love that lululemon can inspire an almost cult like love and loyalty in their employees and their community. Wouldn't it be amazing if you were all commenting here about how lulu only wants your money, but really what they were after was your souls? haha. No seriously, they're not a cult…

    • elaine says:

      As far as conscious consumerism, what is it you would like to see lululemon do? Doubtful they will go full force into organics when their main fabrication is fantastically synthetic. Natural dyes? Probably not since they fade and don't "stick" to the fabrication. Local manufacturing? How would you like to pay $200 for the pants that cost $100 now? What else?

      All I can say about lulu is they are a retail company that is better than most and worse than some in the arena of conscious consumerism.

      As far as community outreach being soley for the evil work of brand building… lulu really does support the passions of their employees and the teachers in the community- whether it be yoga, running, dance, etc. Waylon, I think you should get a group and cram the class full of ele shirt wearing yogis. Then ask the community person how you guys can work together. Why not, you have nothing to lose and a nice yoga high to gain…

  10. [...] I declared that the trouble with yoga stemmed from Yoga Journal and Lululemon and $80 yoga pants and the slick marketing of ridiculous, superfluous products such as yoga socks. [...]

  11. [...] I declared that the trouble with yoga stemmed from Yoga Journal and Lululemon and $80 yoga pants and the slick marketing of ridiculous, superfluous products such as yoga socks. [...]

  12. Sheenon says:

    I can see both sides of the coin here. I think that too many of you feel like the spoof is attacking you as a person and not pointing out the fact that Lululemon creates this image of themselves that is not entirely true. So it is more an attack of their autrnticity. I had a friend who worked at lululemon, she told me that instead of putting stuff on sale. They would mark it down put it on the back room and then after some time the clothes would be shredded. I understand the concept to prevent low cost lululemon stuff hurting the brand. It just seemed a little off.

    To address the free yoga classes. Lululemon is not paying the yoga teacher to teach the free class. It is all charity and they are simply using their space. Which doubles as a store that sells stuff. Maybe you can see the objection here or maybe you have bought into the brand. But it sounds like an awesome marketing tool to get a target audience of consumers I to your store. Once again bravo to lululemon. It is quite brilliant. But is not motivated by selfless service. And that is why the spoof poster was created. There is a huge disparity in what lululemon portrays to the public and what they do privately. Side note I can’t believe no one commented on the striped thing fir chips birthday. Weird

  13. [...] in Sanskrit means “goddess” or “female power,” and the “Akhilanda” means essentially “never not broken.” In other words, The Always [...]

  14. nice blog you have. great information about how people look on some women. they see women sexy as they have a sexy butt and also how they handle their dress. some uses lulumen jacket to be in on fashion style. but for me, it doesn't matter what brand are you in if you are good at handling your dress then go. feel free to take what style you want.

  15. mitchand says:

    I am shocked, shocked I say to discover that capitalism has co-opted something to try to make a profit from it. Oh wait that is what capitalism does. Over and over and over.

  16. [...] in Sanskrit means “goddess” or “female power,” and the “Akhilanda” means essentially “never not broken.” In other words, The Always [...]

  17. [...] in Sanskrit means “goddess” or “female power,” and the “Akhilanda” means essentially “never not broken.” In other words, The Always [...]

  18. [...] in Sanskrit means “goddess” or “female power,” and the “Akhilanda” means essentially “never not broken.” In other words, The Always [...]

  19. @MaxZografos says:

    Lulu Lemon is right up there with Abercrombie and Fitch, in my mind. At least the latter are not shy about their true self.. haha

  20. Yogini5 says:

    Personally, I prefer Athleta. As a former outsize hottie (former BBW if you don't like my preferred nomenclature), they never really snubbed the woman of size in their sizing offerings, as does Lululemon. Also, the clothes are more popularly priced. But I buy few garments from them, too, because sometimes I just like to wear my trainers over leggings and always an old T-Shirt.

    OK. Off of soapbox.

  21. elephantjournal says:

    I'm with you. No one here is hating on Lulu, at least no one at elephant. I personally respect and admire their marketing blalalblablbl I said it already in the above. I do wish they'd offer more organic, eco, Made in USA or Canada or fair labor generally. I think on other hand there's nothing horrible or mean about making fun of, or questioning any brand. We criticize ourselves and encourage haters to write blogs on elephant all the time. It's good for us, particularly if constructive and with good intention.

    This is not about loving or hating Lulu. Overall, again, I think they're awesome and fun and supportive of a lot of good things (sadly, elephant is not one of them). This is about conscious consumerism, and leading by example. That's all. ~ Waylon

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