Who Are The Executives?

My open letter to Calvin McDonald, CEO of lululemon Calvin, First off, congratulations on a wonderful tenure so far at luluemon. Your pushes into men's fashion, footwear, and making the brand more inclusive have done wonderful things for fans and investors alike. It does seem that we are approaching a turning point though. With Sun Choe's recently announced departure, and the pressure of the stock's recent decline, this does seem like a pivotal moment for the company. Here are some helpful suggestions as to what I am seeing as a shareholder (and fan of the brand's clothes!) **We must protect the brand at all costs**. If we look at the largest retailers in the world by market capitalization, there is an absolute bifurcation. It is either the most luxurious brands, or the cheapest brands. We must chose the former. Quality is what has built lululmeon's name. Please resist the urge to fight short term volume improvements by cutting prices and quality. This will result in a race to the bottom. We as shareholders can ride a rough quarter, but we need to know your plan to recover. **You must get closer to the customer** There is no question that you collect a ton of customer data. This is one of the major benefits of your DTC model. However, if you look at your product reviews, it is obvious that your customer success agents are replying with canned answers. Please make it a policy to collect and respond to this feedback in a less corporate way. There are also a ton of allegations circulating online about the addition of PFAS to your clothing. I believe this is drastically overblown, but as someone with thousands of comments on my youtube videos covering your company, I can tell you that you are losing customers out of fear. This is an easy one to move beyond! Thanks again for everything you and the team do. We are rooting for you! Best, David Flanks