Why Was Lululemon Named That? The Intriguing Story Behind the Name

The seemingly simple name Lululemon holds a fascinating story, a mixture of branding strategy, a touch of playful rebellion, and perhaps a bit of misdirection. In short, Lululemon was intentionally chosen to sound like a Japanese company, despite being Canadian. The founder, Chip Wilson, wanted the name to suggest Westerners wouldn’t pronounce it correctly, making it seem more exotic and exclusive. The triple “L” was specifically selected because the letter “L” doesn’t exist in Japanese phonetics, theoretically challenging native Japanese speakers. This unique approach was part of a broader marketing strategy aimed at associating the brand with health, fitness, and an aspirational lifestyle.

Delving Deeper: The Strategy Behind the Sound

The rationale behind this somewhat controversial choice was multifaceted. Wilson believed that consumers were drawn to brands with international flair and a perceived sense of exclusivity. By creating a name that sounded Japanese but was definitively not, he aimed to capture a specific demographic: educated, affluent women interested in yoga and athletic wear.

Targeting a Specific Demographic

The selection of “Lululemon” wasn’t random. It was carefully crafted to resonate with the intended target market. The name’s whimsical quality, coupled with its perceived international origin, contributed to an image of sophistication and style. This helped the brand quickly gain traction within the yoga community and beyond.

The ‘L’ Factor: Challenging Pronunciation

As mentioned, the deliberate use of three “L”s was intended to be challenging for Japanese speakers. This was based on the idea that Japanese doesn’t easily accommodate the “L” sound, potentially creating a playful element of exclusivity. While the effectiveness of this strategy remains debatable, it undoubtedly contributed to the name’s memorability and uniqueness.

Unforeseen Consequences and Brand Evolution

While the initial strategy may have had its desired effect, the name has not been without its critics and controversies. Some view it as culturally insensitive, while others simply find it awkward. However, Lululemon’s success speaks for itself. The brand has transcended its initial name, becoming a global leader in athletic apparel and a symbol of active living. Today, the brand continues to innovate and adapt, while remaining true to its core values.

Frequently Asked Questions (FAQs) About the Lululemon Name

Here are some frequently asked questions that provide a deeper insight into Lululemon and its name:

Q1: Is Lululemon actually a Japanese company?

No, Lululemon is a Canadian company founded in Vancouver, British Columbia, in 1998. The name was intentionally designed to sound Japanese.

Q2: Why did Chip Wilson choose such a unique name?

Chip Wilson, the founder, chose the name with a specific marketing strategy in mind. He wanted a name that would sound exotic and memorable, giving the impression of international appeal. The triple “L” was also intended to be difficult for Japanese speakers to pronounce, adding to the perceived exclusivity.

Q3: Has the name “Lululemon” caused any controversy?

Yes, the name has faced criticism. Some people have found it culturally insensitive, while others view it as simply awkward or nonsensical.

Q4: What does “Lululemon” actually mean?

The name “Lululemon” does not have any specific meaning. It was created solely for its sound and perceived association with a healthy and active lifestyle, along with the international appeal.

Q5: Did Lululemon ever apologize for the naming strategy?

There have been various statements from the company over the years regarding the name. While not a direct apology, Lululemon has acknowledged that the naming strategy was part of a past approach and that the brand has evolved since its early days. They focus on the brand’s mission to elevate the world by realizing the full potential within every one – from their employees to their guests and communities.

Q6: Has the name “Lululemon” affected the company’s success?

Despite the controversies, Lululemon has achieved immense success. The unique name contributed to its memorability and brand recognition, helping it stand out in a competitive market.

Q7: Does Lululemon sell products primarily to women?

While Lululemon initially targeted women, particularly those interested in yoga, the brand now offers a wide range of athletic apparel for both men and women.

Q8: How has Lululemon’s branding evolved since its inception?

Lululemon’s branding has evolved from solely focusing on yoga to encompassing a broader range of athletic activities and a lifestyle centered around wellness and personal growth.

Q9: What other factors contributed to Lululemon’s success besides its name?

Beyond the name, Lululemon’s success can be attributed to its high-quality products, innovative designs, strong community engagement, and a well-defined brand identity that resonates with its target audience.

Q10: Does Lululemon have a formal mission statement?

Yes, Lululemon’s current mission statement focuses on elevating the world by realizing the full potential within every one.

Q11: Who currently owns Lululemon?

Lululemon is a publicly traded company. Chip Wilson is no longer involved in the company’s operations.

Q12: Is Lululemon still focused on yoga apparel?

While Lululemon is still well-known for its yoga apparel, it has expanded its product line to include clothing and accessories for running, training, swimming, and other athletic activities, as well as everyday wear.