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HEALTHIST IDEOLOGIES: THE CASE OF LULULEMON ATHLETICA
Abstract
Abstract 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
... In the financial report released on September 9, 2021, Lululemon disclosed its second quarter results for the year. The company expects to achieve its revenue target for 2023 ahead of schedule, possibly by the end of this year [3]. According to the earnings report, there was a notable year-on-year increase in net revenue, which reached US$1.5 billion in the second quarter of 2021, reflecting a growth rate of 61% [3]. ...
... The company expects to achieve its revenue target for 2023 ahead of schedule, possibly by the end of this year [3]. According to the earnings report, there was a notable year-on-year increase in net revenue, which reached US$1.5 billion in the second quarter of 2021, reflecting a growth rate of 61% [3]. This growth can be attributed to the significant recovery in offline spending at directly operated shops, as evidenced by a remarkable 142% increase in net revenue, totaling US$695.1 million [3]. ...
... According to the earnings report, there was a notable year-on-year increase in net revenue, which reached US$1.5 billion in the second quarter of 2021, reflecting a growth rate of 61% [3]. This growth can be attributed to the significant recovery in offline spending at directly operated shops, as evidenced by a remarkable 142% increase in net revenue, totaling US$695.1 million [3]. Lululemon's strong growth momentum was observed across its various markets, with a 63% rise in net revenue in North America and a 49% increase in international markets [3]. ...
The COVID-19 epidemic has transformed the sports brand industry, with a greater emphasis on health and fitness, resulting in increased demand for sports brands such as Lululemon. Lululemon, on the other hand, faces difficulties in acquiring and retaining male customers. Lululemon's gendered image has historically turned off male customers. As a result, the purpose of this case study is to investigate techniques for preserving and improving male consumers' purchasing willingness. Rebranding efforts highlighting positive male experiences, as well as cooperation with male sports figures, are required to address this. Inconsistent product quality control has also affected Lululemon's reputation. Strengthening supply chain management, internal quality control, and consumer feedback mechanisms is essential. Lululemon's lack of male-specific product designs and limited size options are other obstacles. Understanding male preferences and introducing styles that cater to their needs and diverse sizes will attract male consumers. By addressing these challenges, Lululemon can thrive in the male market, strengthen brand loyalty, and drive growth. Practical recommendations will provide insights for Lululemon and other companies seeking to expand in the male market.
... Over the last three decades, ideas about health have been influenced by neoliberal politics [1]. As a company that started with yoga products, Lululemon's marketing strategy is very different from what other brands use on the market. ...
Nowadays, people are more and more aware of the importance of a healthy lifestyle, and how balancing daily life and exercise has become a problem for people to consider. This leads athleisure to become a new trend that allows people to have clothes that were designed for everyday wear but also fit for exercise. In this social context, the brand Lululemon is at the forefront of this trend, as a company that started by selling yoga products, it uses health ideology as a tool for business success. Can the way they use it be a reference for other brands, or is this a unique method for this brand. This thesis is an analysis of lululemon's marketing strategy, the push of the general environment, and their own product changes and upgrades. Lululemon is active in both online and offline marketing. They have expanded their market, which was originally focused on North America, to Asia and Europe to promote their concept and brand to this world and make more consumers recognize and feel a sense of belonging to the brand.
... Lulu lemon stores, for example, are designed to serve as centre of health', disseminating knowledge and providing tools to help Lulu lemon communities increase the level of health and personal accomplishment.' [5]. ...
Yoga has become a popular health and wellbeing practice that draws on ancient philosophy. Pratyahara is a core tenet of yoga practice and is often translated to mean withdrawal of the senses. Withdrawing from the senses plays a key role in aiding yoga practitioners to find spiritual enlightenment by transcending the worldly. Withdrawing from the material world, however, does not neatly fit within the parameters of the contemporary postural yoga industry. This paper looks at the conceptual origins of pratyahara through stances relevant to health research. The author weaves biomedical, esthetic, and neoliberal onto-epistemological stances through health discourse to discuss how postural yoga both resists and replicates power imbalances. In so doing the author emphasizes the paradoxical nature of pratyahara as it is reflected in socio-political tensions of the yoga industry. To conclude, the author suggests that pratyahara itself can be useful in resolving this tension as yoga fulfills a philosophical prerogative for social change.
This paper details a collaborative journey in which we sought to use new materialist theoretical and post-qualitative approaches to explore the entangled phenomena of women’s moving bodies and fitness objects. In particular, we engaged with Karen Barad’s agential realism to explore the materiality of the sports bra and its material-discursive relationality with women’s bodies, fleshy exertions, and physical forces. In this paper, we outline our improvised process of using new materialist theory to guide our research journey as we moved and lived with lululemon’s Enlite sports bra. We describe the fluid, unscripted nature of this entangled collaborative research process, including visiting a lululemon store together, a seven-month digital dialogue about our experiences of moving with Enlite, and different techniques (i.e., cutting together-apart, moving methods, and creative writing) used to challenge the boundaries of our collaborative knowledge production process. In so doing, we contribute to two key bodies of literature, i) scholarship exploring the onto-epistemological challenges of new materialisms, and ii) a growing body of work by feminist scholars drawing upon new materialisms to examine sporting objects and the fine details of women’s moving bodies. Although some may consider the sports bra to be a trivial object, this paper reveals a feminist politics in rethinking the research process and carefully examining the entangled relations that unfold between women’s moving bodies and everyday fitness objects.
This chapter examines the mundane and often taken-for-granted objects that are an everyday part of sporting cultures and fitness lifestyles. To date, scholars have explored the ways objects become embedded with meaning within sporting cultures. In particular, feminist scholars have shown the ways objects contribute to the development of gendered identities and work to reinforce traditional feminine traits. However, much of this work sees objects as passive items—receptacles for human meaning—rather than recognizing sporting objects as lively and active. In this chapter we explain how four branches within new materialisms encourage alternative ways of thinking about the active role of objects in sporting cultures: Object Oriented Ontology (OOO), Actor Network Theory, Vibrant Matter, and agential realism. Inspired by this line of thinking, we share insights from a collaborative project in which we engaged with Karen Barad’s theory of agential realism to live with the sports bra and recognize its lively intra-actions and entanglements with human and more-than-human matter. This chapter ends with a discussion of how new materialisms can create space to think differently about the role of sporting objects and understandings of agency.
Cet article s'intéresse à l’énorme réussite de lululemon athletica, et en particulier à la façon dont ses stratégies de marque s'approprient la pratique du yoga pour les intégrer à un modèle consumériste de discipline et de soin de soi. On arguera que la stratégie de marque de lululemon est liée à l'hyperindividualisme néolibéral ainsi qu'aux discours plus généraux de développement personnel qui définissent le bien-être comme un accomplissement personnel et moral. Nous approfondissons la façon dont la stratégie de marque lululemon se reporte constamment à des concepts vagues, homogénéisateurs et extrême-orientaux des spiritualités du Levant, qui instrumentalisent les pratiques yogiques et renforcent les idéologies occidentales en matière de santéisme, parallèlement à la performance personnelle, corporelle et commerciale. Nous arguons que lululemon intègre au consumérisme des discours de prise de pouvoir, illustrant la façon dont les discours de choix et de soin de soi renforcent le soi responsabilisé qui est au cœur même des sociétés néolibérales contemporaines.
This paper examines the enormous success of lululemon athletica and specifically how its branding practices appropriate yogic practice into a consumerist model of discipline and self-care. lululemon branding is linked with neoliberal hyperindividualism and broader self-help discourses that define health and wellness as a personal and moral achievement. We explore how lululemon branding consistently refers to vague, homogenizing, and orientalist concepts of Eastern spiritualities that instrumentalize yogic practices, and reinforce Western ideologies of healthism along with personal, bodily, and market performance. We argue that lululemon folds empowerment into consumerism: discourses of choice and self-care reinforce the responsibilized self that is the core of contemporary neoliberal societies.
This paper compares the epistemologies of psychosomatics and biomedicine and examines their interrelation. In so far as the psychosomatic subject constitutes both the locus and the ultimate responsible agency of preventive intervention, the event of disease has become a moment of verification of the moral aptitude of individuals to form part of the society within which they live. While the ‘right to health’ is preserved through the biomedical sanction of entry into the sick-role, it is tempered by a ‘duty to stay well’. Correspondingly, the categories of health and illness have become vehicles for the self-production and exercise of subjectivities endowed with the faculties of choice and will.
In most Western societies, chronic illness is an increasingly important health issue among older populations. In response, public health agencies have advocated physical activity as a strategy to improve the quality of life of older adults. At present, little is known about the processes that lead to an active or sedentary lifestyle in later life. This study is based on an analysis of data collected for a broader Canadian study on older women, physical activity and health. This paper examines dispositions to adopt physical activity across three periods in life (youth, adulthood and later life) of two groups of older women in highly contrasting living conditions. Drawing on Pierre Bourdieu's socio-cultural theory of practice, this qualitative analysis of 51 interviews revealed that social and biological living conditions must be taken into account to understand the fashioning of health dispositions. A major finding was that although dispositions towards physical activity differed greatly between the two groups during youth and adulthood, they tended to be more alike in the later phase of life. Bourdieu's theory was useful both in understanding how social class and age are important structuring principles of health behaviour in later life, and in conceptualizing the shifting effects of structural inequalities on health dispositions in life.Social Theory & Health (2005) 3, 183205. doi:10.1057/palgrave.sth.8700056
A growing percentage of the population is either participating in yoga or contemplating yoga for support of their health. The orthopedist will be better prepared to work with that population through a review of an introduction of yoga terminology, a neurophysiologic rationale for yoga therapeutics, and examples of clinical applications. These techniques offer a high utility of application through ready reference tables for taking an appropriate history, a guide of orthopaedic implications for the most common types of yoga practices, and a screening for risk management issues in conjunction with yoga. Those tools simplify the clinical application of yoga therapeutics in conjunction with traditional rehabilitation therapists that use the principles and yoga instructors. Additionally, there is a straightforward guide to practice development and referral marketing techniques with the yoga demographic market. The balance of techniques and theory addressing yoga therapeutics fosters a clinical confidence in the efficacy of adopting yoga as a complement to traditional orthopaedic care.
The sport industry is an extremely diverse industry, including segments such as professional sport, intercollegiate athletics, health and fitness, recreational sport and facility management. The industry is currently experiencing rapid growth and development, and as it grows, sport managers in the different segments encounter ethical issues which are often unique to each segment. This article examines the professional sport, intercollegiate athletics, health and fitness, recreational sport and facility management segments of the sport industry and discusses the various ethical issues facing managers in each of these segments.
Identifies the main methods of researching culture. Demonstrates how theory can inform and enable the practice of research. Explores the ways in which research practices and methods both produce and are produced by knowledge. Looks at the implications of the 'cultural turn' for disciplines other than cultural studies. The Practice of Cultural Studies will be an essential text for students of cultural studies and a useful guide to others studying culture in a range of disciplinary contexts across the humanities and social sciences.
Community-based participatory research (CBPR) has emerged in the past decades as an alternative research paradigm, which integrates education and social action to improve health and reduce health disparities. More than a set of research methods, CBPR is an orientation to research that focuses on relationships between academic and community partners, with principles of colearning, mutual benefit, and long-term commitment and incorporates community theories, participation, and practices into the research efforts. As CBPR matures, tensions have become recognized that challenge the mutuality of the research relationship, including issues of power, privilege, participation, community consent, racial and/or ethnic discrimination, and the role of research in social change. This article focuses on these challenges as a dynamic and ever-changing context of the researcher-community relationship, provides examples of these paradoxes from work in tribal communities, discusses the evidence that CBPR reduces disparities, and recommends transforming the culture of academia to strengthen collaborative research relationships.
Neoliberalism--the doctrine that market exchange is an ethic in itself, capable of acting as a guide for all human action--has become dominant in both thought and practice throughout much of the world since 1970 or so. Writing for a wide audience, David Harvey, author of The New Imperialism and The Condition of Postmodernity, here tells the political-economic story of where neoliberalization came from and how it proliferated on the world stage. Through critical engagement with this history, he constructs a framework, not only for analyzing the political and economic dangers that now surround us, but also for assessing the prospects for the more socially just alternatives being advocated by many oppositional movements.
What follows here is an essay—a rather one-sided viewpoint that is both tentative and, within the limits of a journal article, incomplete. I attempt to understand how our recent preoccupation with our bodies is being mobilized as one solution to the fiscal crisis of the welfare state. The deep-rooted assumptions of voluntarism that characterize liberal ideology, I claim, are surfacing again in the debate over lifestyle. And lifestyle, it appears, has become an ideological construction which diverts attention from the structural impediments to well-being by framing health issues in terms of personal, moral responsibilities—a “pull yourself up by the bootstraps” alternative to state intervention in health care. Some implications of the lifestyle ideology for physical educationists are presented.
This chapter begins by reviewing research evidence on the relationship between income and health at the individual level, and examines studies that have followed individuals through time to demonstrate the direction of the relationship. This is a fundamental starting point since the individual relationship between income and health likely underlies any analysis examining the connection between income inequality and population health. The chapter introduces research regarding this connection, and then compares the relationship between income inequality and health in jurisdictions within Canada and the United States, finding significant differences. It concludes with a series of hypotheses about why health outcomes in Canada and the United States are so different.
In this paper the way in which the concept of lifestyle has been mobilized in the debate over healthcare in the last decade is analysed. Has the USA become a more compassionate nation as former President George Bush urged? Or have neo-conservative and right-wing groups continued to impede the democratization of well-being? And, in the absence of full democratization through public provision, how have private sector health and fitness industries capitalized upon the lifestyle concept in the marketing of their wares? These questions are addressed as they pertain to the United States in the time immediately prior to and during the Clinton period.
This paper provides a critique of the processes by which health and fitness have moved forward on the cultural agenda. It is argued that the development and promotion of cultural beliefs about health, while often well intended, flow from and help reproduce structures of inequality and relations of dominance. It is also suggested that the health and fitness movement incorporates a moral imperative which has consequences for class and gender relations. Our analysis demystifies some of the taken-for-granted assumptions underlying popular beliefs about the relationship between exercise, fitness, and health. We conclude by challenging some of the orthodoxies surrounding current social pressures to pursue ascetic lifestyles.
Bringing together papers written by Norman Fairclough over a 25 year period, Critical Discourse Analysis represents a comprehensive and important contribution to the development of this popular field.
Since the 1970s, fitness has developed as a cultural field — a network of producers, consumers, products and practices that focuses on the exercising body. This article considers the textual aspect of the US fitness field, drawing from a content analysis of several US exercise manuals from the late 1970s to late 1990s. The content of exercise manuals sheds light on the broader tastes and attitudes of fitness consumers, who are chiefly middle and new middle class men and women. In particular, the article addresses three recurrent themes or ‘lessons’ regarding the fitness consumer and his or her attitude towards the body: as an object of consumption, as a source of calculable rewards and as a motivational problem.
Full text available at
Body lessons: Fitness publishing and the cultural production of the fitness consumer. https://hdl.handle.net/2381/1436
This paper addresses some general issues concerning consumption that arise from the work of Bauman, Beck and Giddens. All maintain that biography is a reflexive project and that life-styles and consumption are critical to identity-formation and re-formation. Bauman, especially, maintains that this is a source of anxiety, the freedom implied by consumer choice entailing a commensurate degree of personal responsibility. He observes, for instance, that a function of advertising is to assuage the self-doubt that accompanies choice.
I seek to argue that these accounts of the impact of reflexive modernisation on self-identity are misjudged. Consumption would be a much less pleasurable practice if it was both subject to ever-expanding free choice and the decisions made were fundamental components of a reflexive process of identity-formation. Indeed, the consequence might well be high and visible levels of distress among those individuals most deeply involved. That this is not apparent suggests that the relationships specified between the process of identity-formation and consumption is tendentious. Consumption may be anxiety-provoking for some groups; there is a real element of risk involved in choosing inappropriately. But there are many mechanisms that serve to compensate. I explore those mechanisms, suggesting that anxiety is avoided through certain processes of group identification and social regulation which the reflexive modernisation thesis claims have atrophied. I conclude that such considerations require that these theories about the relationship between consumption and self-identity be modified.
Making sense of fitness -- The roots of fitness : physical culture and physical capital -- Health clubs : the stratification of fitness sites -- Fitness media : an education in the fitness lifestyle -- Personal trainers : in the service of fitness -- Lessons from the fitness field.
Symbolic consumption is assessed as an evolution of previously identified conspicuous consumption, after this has undergone a “de-materialization” that is socially, as much as ecologically, driven. As Veblen observed, the shift of wealth towards new forms of physical and financial capital with industrialization compels traditional wealth-holders to redefine privilege in terms of cultural capital. Accompanying social changes enable them to do so. The limited reproducibility of items consumed for their symbolic value, and slow transmissibility of the means of symbolic consumption, force holders of new wealth to compete for status on terms set by the established leisure class. Conspicuity shifts from quantity to quality, from the appropriation of materially valued products to the appreciation of culturally valued products. This paper examines some key implications of a shift from “waste” to “taste” in conspicuous consumption for the social and natural environment, and for economic development. In particular, it explores the possibility of branded products representing the mass production of symbolic goods in high-income economies; and the brand premium's potentially beneficial consequences for global income distribution, when branded production relocates to lower-income economies in conditions of free trade.
This article considers some implications of the new health consciousness and movements--holistic health and self-care--for the definition of and solution to problems related to "health." Healthism represents a particular way of viewing the health problem, and is characteristic of the new health consciousness and movements. It can best be understood as a form of medicalization, meaning that it still retains key medical notions. Like medicine, healthism situates the problem of health and disease at the level of the individual. Solutions are formulated at that level as well. To the extent that healthism shapes popular beliefs, we will continue to have a non-political, and therefore, ultimately ineffective conception and strategy of health promotion. Further, by elevating health to a super value, a metaphor for all that is good in life, healthism reinforces the privatization of the struggle for generalized well-being.
The aim of this study is to explore how middle-aged men in different socio-economic groups and with different work experiences, talk about ageing, and how they see age as a reason for pursuing or not pursuing physical activity. Data were collected in Oslo by interviews with 46 men (carpenters, engineers, drivers) aged 35-57 years, and workplace group discussions. The analysis explored similarities and differences in the men's interpretive repertoires on work, everyday activities, health and health-related habits. The data were discussed in relation to Bourdieu's theories on the production and conversion of physical capital. For the carpenters emerging themes related to the ageing body were worry about decline in strength, the feeling of uselessness, and an awareness of what the body can take. For the engineers, the themes were keeping the body in shape and the ability to tackle stress. In addition to these themes, the drivers focussed on leaving the body as it is/taking age as it comes. Men in all three occupational groups said that they were thinking more about health and disease with age. Even though many talked about becoming more sedate, there were also some who maintained physical activity or became more physically active with age. The emphasis and the reasons for being more physically active were different in the three groups, and involved aspects such as health, strength, pleasure, social milieu, and warding off personal problems. Age was therefore used as a reason both for being and not being physically active. In conclusion health workers should be aware of the different life experiences and views related to the body, health and physical activity that exist among men of different occupational groups. This is needed to tailor information to fit the interest areas of men belonging to different socio-economic groups.
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