Billionaire Chip Wilson, founder of sportswear brand Lululemon, believes DEI programs are actively harming the company he founded.
Diversity, equity, and inclusion programs have exploded in recent years, especially in business, government, and academia. The stated goal of this initiative is a good one: promoting equity for all. However, the way the program is run is controversial. Especially since they often promote woke and progressive ideologies to correct perceived social disparities.
In the fashion industry, DEI initiatives encourage men and women of all colors, shapes, and sizes.But this is a big branding problem for Lululemon, Wilson told Forbes In an interview.
Wilson went on to bash “diversity and inclusion as a whole,” saying that many of the people Lululemon currently features in brand ads look “unhealthy,” “sickly” and “uninspiring.” The problem, Wilson diagnosed, was that Lululemon wasn't exclusive enough.
“They're trying to be like Gap: all things to all people,” Wilson explained.
“And I think the definition of a brand is that you're not everything to everyone,” he explained. “You have to make it clear that you don’t want certain customers coming into your store.”
Forbes claimed that Wilson's “rant” about DEI efforts proves “why he is not the person to run a 21st century retailer.” But the business wisdom contained in his remarks is generally accepted wisdom among entrepreneurs. Successful businesses don't always try to be everything to everyone. Instead, we carve out our own niche and ensure we provide quality products and solutions.
Lululemon founder Chip Wilson (Taehoon Kim/Bloomberg via Getty Images)
Wilson is no stranger to controversial statements about inclusion.
He resigned as chairman of Lululemon's board in 2013. after saying that In Lululemon's famous yoga pants, “some women's bodies don't really work.”
In response to Wilson's comments to Forbes, Lululemon distanced itself from its former CEO and defended its DEI program.
“Chip Wilson does not speak for Lululemon and his comments do not reflect our views or beliefs,” a Lululemon spokesperson said. Said. “We have made considerable progress since launching our Inclusion, Diversity, Equity and Action (IDEA) function and are proud of the goals we have achieved.”
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