Over the last three decades, ideas about health have been influenced by neoliberal politics. Robert Crawford coined the term healthism to refer to this dominant ideology that places much responsibility on the individual to achieve a level of health while avoiding ill-health. The moral obligation to live a health-promoting lifestyle has become increasingly pronounced in North America, thus activities, services, and products that promote a high level of health have gained considerable attention. In this social context, Lululemon Athletica, a yoga-inspired retail store that sells athletic apparel primarily to “active” women, has flourished. This thesis focuses on Lululemon Athletica as a site in which to examine health ideologies in contemporary North American capitalist culture and exposes the ways in which Lululemon has incorporated health ideologies as a vehicle to corporate success. This thesis is based on a discourse analysis of two primary texts produced by Lululemon Athletica: Lululemon’s website, www.lululemon.com, and a 150-page Lululemon Athletica memoirs book. Three themes emerged from the analysis: Lululemon incorporates 1) healthist ideologies, 2) yoga as a holistic health practice, and 3) lifestyle branding techniques into the company’s promotional materials and retail practices in order to develop a corporate identity that seems timely, relevant and profitable. My analysis affirms the potency of healthism in North American society and reveals that Lululemon’s strategic use of dominant healthist ideologies has helped the retailer to capture a large market and gain considerable corporate success. This project ultimately provides awareness of the dominant, yet largely taken-for-granted health ideologies that currently circulate in North American society. / Thesis (Master, Kinesiology & Health Studies) -- Queen's University, 2008-08-06 10:27:01.881

Lululemon, a leading brand name in the athletic apparel field, has been promoting community building on its official media channels as part of its IDEA concept, Inclusion, Diversity, Equity, and Action. This thesis examines the visual strategies Lululemon employs to advocate for body type inclusivity and diversity on its official Instagram account by using its female Ambassadors representatives. It also explores the audience’s reaction to this promotional activity. We used visual analysis methods and semiology to analyse and interpret the photographs posted in the context of the Ultramarathon event for Women’s Day, 2024 and examine whether and how they incorporated the company’s IDEA concept. We also used netnography to record, analyse, and interpret the comments posted by the followers of the Lululemon account in response to this event. Ambassador models of all origins and sizes were shown in the photographs as dedicated and strong in achieving their goals, deviating from media stereotypes. The comment analysis showed that, while on the whole, the Ultramarathon was regarded in a positive light and was saluted for furthering inclusivity and diversity, Lululemon’s external business practices overshadowed the promoted IDEA concept and reduced its impact. The findings of this study are essential for understanding the strategies brands utilise to promote their products via social impact and how audiences affect the outcome and success of such endeavours.

Between approximately September 1, 2012 and February 1, 2014, the popular Canadian fashion retailer Lululemon Athletica Inc. faced an organizational crisis due to quality management problems. Beginning with manufacturing complications, the quality issues expressed themselves through various crisis symptoms (e.g., financial issues, legal issues, and senior leadership turmoil). The organization enacted crisis communication strategies to mitigate reputational risk and to inform the public and its stakeholders about the crisis. The news media also reported on the crisis extensively, which contributed to the public and stakeholders’ perceptions of the company and crisis. This dissertation draws on theories of narrative, translation, communication and media, and crisis communication to develop a theoretical foundation to guide the goals of this study. It is based on theories that conceptualize textual journalism as a process of both intralingual and interdiscursive translation that results in new narratives for the purpose of news media content creation. A qualitative content analysis informed by principles of critical discourse analysis is conducted to examine the narration of the crisis as depicted in the company’s textual communication about the crisis (e.g., press releases, annual reports), and the depiction of the crisis as narrated in textual media reports about the organization’s crisis. The two information streams are first analyzed individually to extract the main themes and sub-themes presented. Based on these analyses, a comparison of the two different information streams and their respective crisis narratives is conducted. The project investigates the ways in which the media translated information about the crisis to create their own narratives of the crisis. The findings of this dissertation show the process through which translation occurs, namely the linguistic and discursive variance between these two information streams. An analysis of the patterns in the linguistic and discursive variance between these two information streams indicates how the different social contexts in which each information stream is embedded may have impacted how the translation/journalism process occurs.