So Lululemon and their ever expanding desire to be on the edge of ironic hipster greatness, decided it might be funny to capitalize on the latest Yoga Teacher Barbie buzz with their own cheeky ad campaign. Via Facebook:
We’re so excited to announce the launch of our new Perfect Balance collection, inspired by our Silicone Valley yoga ambassador, Tiffani!
Her 1 year goals include mastering tree pose in high heels and travelling across the country in the convertible of her dreams
According to the video and Lulu’s VP of women’s design Deanne Schweitzer (who, the poor thing, looks like she’d been dragged into this by her luon underoos) they are SO EXCITED to “elevate the doll industry from mediocrity to greatness one pair of XXXS groove pants at a time.”
It’s clearly supposed to be a joke, granted an ill-timed and rather dumb joke, but the majority of outspoken customers/commenters are not impressed and have taken to expressing their disapproval over the ad, and so it seems, airing their frustrations over decreasing product quality.
Some comments via facebook:
Joan G : This is ridiculous. I love Lululemon but after issues with quality I am considering dropping it altogether, and now a campaign based around a doll? Are you kidding me?!! We are real people wanting real clothes made with quality. You are not sending the right message with this campaign to the younger audience since every woman is made unique and should not strive to be an impossible XXXS or barbie shaped! Get it together Lululemon or I am GONE!
Erin K: Wow. I am incredibly disappointed. Given that Barbie is anatomically incorrect when scaled to human size, why would Lululemon choose to promote its clothing on such a figure? As a healthy active woman, I have enough pressure and unrealistic expectations put on me from the media. Lululemon, you’ve really let me down.
Leslie C: I think it makes perfect sense that a technical clothing line with multiple quality issues begin to make technical clothing for dolls. They will not complain when their pants are see through, since they don’t sweat the dye bleeding won’t impact them, since they don’t workout or move for that matter the poor seam quality won’t impact them. Sounds like a great way to make more money and not have to deal with producing a quality product. Bravo Lululemon!
Michelle A: I’m 30 years old. I don’t want a lulu Barbie. I want athletic clothing that I can actually sweat in without it bleeding on to my hair and skin or other articles of clothing. Or how about crops that don’t unravel at the seams on the first wear? Or fit and color consistency? Is this why prices are increasing and quality decreasing? So you can outfit a doll?? People are catching on lulu, fix the problems with the brand and drop the lame ad attempts like this. You’re alienating your core customers and driving them to other brands.
Is this a joke? How appalling. Plastic and barbie?? This message doesn’t even make sense nor is it designing for real people but a barbie named Tiffani?? Anyone else get this? The practice of yoga is take you out of the material world. What is Lulu Lemon doing on this platform??
so you’re going to make clothing for dolls, but won’t stock up on men’s core shorts? NICE MOVE!
Lululemon’s “Tess” has responded to the onslaught of comments on the facebook post and maintains that they had no intention to offend:
We really appreciate all the conversation and feedback happening here. I want to clarify that this is absolutely not us poking fun or mocking our guests, but rather us taking part in a conversation currently happening in the yoga community. We believe in sparking conversation and it’s never our intention to offend or upset anyone. While we welcome and encourage dialogue and feedback, any posts that contain offensive language or personal attacks will be removed. Again, thank you all for sharing your thoughts and taking part in this conversation with us.
Well, sparking conversation definitely happened, but we’re not sure this was the response they had hoped for when dreaming up the idea in their goalsetting meeting of greatness, the lulus making yet another faux pas in a not so great string of blunders this past year. Can’t blame it on Chip Wilson this time.
Whether or not you think this is an atrocity or that people have overreacted, let us be optimistic and say we see this as a positive sign of increased awareness and sensitivity surrounding body image and conscious consumerism. Yeah?
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