It’s interesting to me that Lululemon has chosen to reference an anti Occupy Wall Street campaign in their latest shoppers using the literary reference of John Galt from Atlas Shrugged. Occupy Wall Street has roots here in Vancouver where the idea was started by Ad Busters, an anti consumerist group (read here). It’s funny to me because Lululemon the corporation is trying to set themselves apart as being the 1%. Lululemon is asking US who John Galt is! Or, maybe they are telling us they are ‘going Galt’ against us the consumers by cutting back? I’m not sure, something to think about but at first blush it doesn’t sit right and makes me very uncomfortable with what they are saying. Do I think the economic malaise that people are feeling right now is big bad corporations fault? Nope, not entirely. But I don’t like a corporation which is seeing obscene profits using this reference as an ad campaign. Not unless they have chosen to shut down factories overseas and bring the work home to North America. What do you readers make of this? Will you as consumers proudly carry around this shopper at Christmas time? Are we elevating lululemon from mediocrity into ivory towers with our money?
**the message is capitalism rules and that socialism oppresses the innovation lululemon constantly strives for. Full disclosure, I have not read Atlas Shrugged, nor am I interested in reading it, but I am exploring the confrontational statement of ‘Who is John Galt’ and why lululemon is asking us this and why they are using this in their ad. I maintain my cynical view of a big corporation making obscene profits using this reference on shopping bags that consumers will carry around at Christmas as being arrogant, particularly in this depressed economic climate. Lululemon has made a blog post called Who Is Jon Galt? to explain their use of this ad as merely ‘motivational’ and they would like us to believe that the message is simply strive to be the best, however many of the comments on this post also question why Lulumon would use such an offensive and radical ideology in their shoppers during a depressed economy. Did they knowingly post something so offensive or did they just not realize the deeper message of the book that customers are getting from the shoppers?
|Holiday 2011, Yogis occupying.|