Case Study- Lululemon
Ethics and Social Responsibility
ADRIAN, KRISTEN, SAHA, KUNAAL, DAVID
November 8, 2010
TABLE OF CONTENT
EXECUTIVE SUMMARY
ISSUE/PROBLEM STATEMENT
BACKGROUND INFORMATION
CURRENT INFORMATION
DATA ANALYSIS
CURRENT BUSINESS STRATEGY AND RESULTS
Case Study- Lululemon | 11/8/2010
RECOMMENDATIONS AND IMPLEMENTATION PLAN
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Case Study- Lululemon
Ethics and Social Responsibility
Executive Summary
Issue/Problem Statement : Soc ial Responsibility and Ethical Responsibilities
Lululemon athletica's main goal is to provide their guests with products that will help them live long and
healthy lives. They ensure quality in their products, as well as recognize customer needs and adapt to
meet those needs. Their main goal is to demonstrate integrity in their company as well as creating a
positive relationship between their stores and the communities they are located in. They challenge
themselves to maintain these social bonds, and relay ethics amongst their team.
Lululemon is a Vancouver based company with over 40 locations worldwide and valued over $200
million dollars. The company was founded in 1998 by Chip Wilson, who started the company with the
idea that his products would help "improve the level of health within a community." Responding to the
increased number of women participating in Yoga, lululemon has created products with new fabrics and
technology to fit, and feel better which helps women improve their fitness goals. They have provided a
culture for women; that provides awareness of the health benefits of doing yoga in daily life. Lululemon
wants to help people live long, healthy, and fun filled lives. Their focus is to ensure their products are of
the highest quality and their store experiences are one of a kind. Lululemon has spent money of
effective training to educate their staff on effective and creative ways to create a unique experience in
every store. They invest in things such as in-store yoga classes, information about off-site yoga spaces,
and implement individual "trademarks" that make each experience unique. They implement a charitable
giving program where the guests of each location decide which local charities they would like to support
and lululemon chooses up to eight of those to be part of the program. They intend on opening 200 new
stores globally, and have the "Community Legacies program which is a 5-year vision that is based on the
belief that every person we hire, garment we create, store we open, customer we educate and yoga
class we attend contributes to building a legacy in our communities." These social behaviours, plus
ethical business practices will ensure the worldwide success of lululemon athetica.
Current Information
Lululemon has now been running for 12 years since 1998, and has over 100 stores around the world
including Canada, the U.S, Hong Kong and Australia.
About the Store
LuluLemon is very socially responsible when it comes to their communities. Aside from their
organizational goal of selling products, they host in-store events from self-defense to goal-setting
workshops and of course free yoga classes.
About Product
Case Study- Lululemon | 11/8/2010
Background Information
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LuluLemon athletic attire is made specifically for yoga, running, dancing, and anything relating sweaty
pursuits.
The code of ethics:
At LuluLemon athletica, respect for one another is a major trait. Believing in empowerment and positive
inner development is what functions the organization as individuals and collectively as a whole.
Encouragement of goal setting and excellence in professional and personal lives is all it takes to make
this organization successful.
Data Analysis
Current Business Strategy and Results
Case Study- Lululemon | 11/8/2010
Recommendations and Implementation Plan
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Case Study- Lululemon | 11/8/2010
Resources
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