Lulu Lemon Mission Statement

Lulu Lemon is a world-renowned athletic store that designs clothes for yoga, running, cycling, training and most other sweaty pursuits for women and men (Lulu Lemon, 2018). Founded in 1998 by Chip Wilson in Vancouver, Canada, the company began as a design studio during the day and a yoga studio at night. Lulu Lemon has transformed to be one of the most well-known yoga brands in the world. One of this company’s greatest assets is its mission, which states: “A constant that has never wavered is our desire to empower people to reach their full potential through providing the right tools and resources, and encouraging a culture of leadership, goal setting and personal responsibility” (Lulu Lemon, 2018). Not only does this company offer a great

This would not happen without cultural intermediaries promoting the brand to consumers. Although there are no celebrities that endorse this company, there are plenty upper-class people that wear it. Of course, celebrities are seen wearing this brand, but I believe well-known wealthy individuals in hometowns have the greatest impact on the middle class. Looking back at my hometown, for example, this was definitely the case. I remember seeing my friends and their moms wear Lulu Lemon, and prior to it, I had no idea what the brand was. Since they were in a higher economic class, I looked up to them for style and taste advice. I soon began researching Lulu Lemon and learning more about the company. Shortly after, I bought my first items of clothing and felt like I fit in – my taste was finally like theirs! I used my friends as cultural intermediaries to gain knowledge about taste so that I could fit in. I believed they had cultural capital about this brand which made it an “in” style. Aside from my hometown, this occurs on social media as well. The Lulu Lemon Instagram, for example, also acts as a cultural intermediary with plenty of cultural capital. Obviously, the company uses Instagram to market its products. But, after learning about Bourdieu’s ideas, I believe this account acts as a form of cultural intermediary. The Lulu Lemon Instagram account has 2.4 million followers. Every time the company posts about a new product or style, 2.4 million people see it. The followers see the new styles and their opinions are then swayed based on the amount of cultural capital they believe Lulu Lemon to have in terms of taste. Not only do the followers want the clothes, they also want to keep up with the lifestyle associated with the brand. The Lulu Lemon taste impacts the clothing just as much as it impacts the