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Lululemon’s Misstep: How a Media Twist Shaped (and Shook) an Iconic Brand

The Art of the Brand

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The Conflict of Aspirational Branding and Inclusivity

This chapter explores Lululemon's journey in balancing its brand identity with modern expectations of inclusivity and body image. The discussion reveals the challenges the brand faces as it seeks to stay true to its roots while responding to shifting consumer sentiments.

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