However, Earlier this year, in an interview with Forbes, Wilson once again expressed his disdain for Lululemon's current emphasis on 'diversity’ and ‘inclusivity' , claiming that the brand's definition doesn't need to cater to everyone.
Opinions are like noses, everybody's got one. Some have begun to oppose the views spawned by political correctness. As mentioned earlier with Chip Wilson, or Columbia Broadcasting System host Charles Osgood, who said, "Being Politically Correct means always having to say you're sorry." Many overseas companies consider "political correctness" as a protective talisman for their brands, employing models from diverse ethnic backgrounds and large demographics. However, while pursuing popularity and widespread cultural acceptance, they overlook the profound exploration of aesthetic preferences among their target market audience. Adhering to PC may not necessarily be an incorrect choice, but for a brand aspiring to expand its overseas business, it must learn to find its own brand positioning. Therefore,after researching nearly a hundred relevant companies engaged in outbound operations regarding their utilization of PC, we have drawn some conclusions, hoping to offer you a different perspective.
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Some outbound brands exhibit an awareness of PC, yet their research lacks depth, and stereotypes are prevalent.
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Certain native DTC brands overseas prioritize brand uniqueness over always adhering to PC.
Through observing the GoodsFox's list of outbound clothing brands, we've identified three attitudes towards political correctness among these brands:'wholehearted embrace', 'half-hearted acknowledgment’, and 'avoidance'. Brands that wholly embrace PC convey to consumers that they are born for a particular PC issue. These brands not only emphasize this in their brand stories and website introductions but also show very clear tendencies in all advertising materials and even in the selection of KOL, such as favoring ethnic minorities, specific body types, and diverse genders. For instance, Shapermint, once the top-ranked shapewear brand on Amazon in the US, advocates for women to flaunt their natural curves in a comfortable way. Their slogan, ‘without any alterations, you're already beautiful’.
The majority of consumers purchasing shapewear may be overworked individuals struggling with weight gain, postpartum mothers sacrificing their figures for their children, or women whose metabolism can't keep up with the passage of time. Shapermint, combining product inclusivity with attributes catering to larger body sizes, fully commits to the marketing approach of "self-love for women, body confidence." From the homepage banners to the product listings, and even in the brand's storytelling and advertisement materials, every details features models of different ethnicities, skin tones, and body types.
The plus-size fashion newcomer Bloomchic believes that plus-size figures should also have their own fashion styles, granting plus-size girls the right to pursue a sense of beauty through refined styling. Through refined styling, the brand grants plus-size girls the right to pursue a sense of beauty. Moreover, the appearance and presentation of models used on its product pages are consistent with its brand tone.
The two plus-size fashion brands mentioned above, while both opposed to the prevailing "thin is beautiful" trend, have different core ideologies and expressions. Shapermint emphasizes a natural, original beauty that requires no alteration. Every body has its unique attributes, and regardless of whether it fits the mainstream aesthetic of "thinness," we should accept and appreciate ourselves. Do not conform; no matter the circumstances, you are already beautiful. On the other hand, Bloomchic focuses more on positive imagery and showcasing the beauty of individual body types. Do not be confined by any established aesthetic framework; dress yourself according to your body type and preferences. Do not yield; actively construct your own beauty that fits your body. It is evident that their aesthetic concepts and actionable advice differ fundamentally. Perhaps in several years, when body diversity becomes an unquestioned new norm, these two brands may clash due to their differing "stances." However, it's worth noting that brands steadfast in political correctness are rare. Among current outbound brands, many simply replicate Chinese perspectives, making it easy to distort brand values in transmission.
Many overseas brands often use Black individuals, plus-size models, and other diverse representations as their mascots, prominently featuring them on their official website's brand story page, accompanied by slogans like "We should all love our unique bodies." However, what a person truly believes in isn't determined by what they boast about, but rather by what they say when faced with interests, such as during advertising. In these brands that showcase diversity, many still predominantly feature tall and slim models in their product details pages and advertising materials. This serves as their secret code, even an aesthetic consensus with their customer base—not everyone adheres to or pursues politically correct agendas. It's hard to believe that these customers are buying into the "brand" rather than just looking for good deals. Take, for example, the following overseas brand, which displays models of various skin tones, races, and even pregnant women on their brand story page
However, in their product details pages and advertising materials, it's still dominated by the "Victoria's Secret style":
Certainly, when a brand has achieved considerable fame, sacrificing some brand uniqueness to hang a talisman is a common occurrence. For instance, as mentioned earlier, if it weren't for the controversial remarks made by its founder, lululemon might not have waded into this controversy if it weren't a big brand under public scrutiny. Moreover, giants like Nike, Adidas, CK, and others occasionally jump on the bandwagon of political correctness, sparking discussions only to fade away later.
While it may not be entirely accurate to say so: their support for these issues is just part of their PR efforts, akin to the plus-size mannequins seen in some media-covered stores, which have low actual adoption rates, and are hardly mentioned in their overseas markets (such as mainland China). But for smaller brands that are still in their growth phase, should they follow the lead of big brands? The third trend we observe is that many overseas local brands actually choose to steer clear of political correctness, sticking to their brand personality and story. Ironically, this is the courage that seems lacking in overseas brands.
Gymshark, a rising star in the UK's sports and fitness apparel market, recently announced its latest financial results, with a revenue growth of £556.2 million in 2023 (over 5 billion RMB). Being in a growth phase, Gymshark's management still opts to avoid getting tangled up in politically correct narratives, sticking to its own brand notion..
The aesthetic portrayed on its official website is remarkably consistent: a sun-kissed glow, showcasing everyday life revolving around weightlifting sessions, outdoor cycling, and superior waist-to-hip ratios leading to visible abs... Essentially, it presents a template of middle-class life fulfilling all the fantasies of ordinary people.
Similarly, the advertising materials maintain a consistent style. Compared to earlier years, Gymshark's displays of physique are even more fervent than those of lululemon, leaving little to the imagination.
On the other hand, the overseas brand Aelfric Eden, reportedly founded by an Asian with experience living abroad , also avoids addressing politically correct topics on its official website. Instead, it focuses on its own philosophy: transforming niche street elements from different cultures into mainstream fashion. By steering clear of the strategies employed by other mainstream clothing brands and highlighting its distinctive brand concept, Aelfric Eden has not only avoided being targeted by the competitors but has also attracted global Generation Z consumers.
As Kotler once said, the essence of marketing is H2H (human to human). The key is to be clear about who you're speaking to, why you're speaking, and how you're speaking. Customers, it seems they don't fancy the notion of being universally liked. Conviction is more sincere than blind compliance.
