LuLaRoe Faces Backlash After Retailer Mocks Down Syndrome
The clothing brand LuLaRoe faces intense criticism after standing by a retailer accused of mocking people with disabilities, ending a partnership with a major advocacy organization.
LuLaRoe Faces Firestorm Over Down Syndrome Mockery Controversy
LuLaRoe, a clothing brand celebrated for its vibrant designs and grassroots business model, became the center of a heated controversy in early 2018 after a retailer associated with the brand posted a video that many felt mocked people with Down syndrome and other disabilities. The incident not only sparked outrage among customers and advocates but also led to the abrupt end of LuLaRoe’s partnership with the National Down Syndrome Society (NDSS), igniting a debate about business ethics, corporate accountability, and the real-world impact of insensitive behavior.
Background on LuLaRoe and Its Business Model
LuLaRoe is known for its unique approach to selling women’s clothing through a vast network of independent consultants who host online sales and pop-up events. The brand’s direct-sales strategy has cultivated a robust community loyal to colorful leggings and signature pieces, with consultants often leveraging social media to drive engagement and transactions.
- LuLaRoe’s products are sold by contractors, called consultants.
- Business relies heavily on social media “live sales.”
- Brand has historic ties to disability advocacy due to familial connections.
The Inciting Incident: Retailer’s Video Sparks Outrage
On a routine Facebook Live sale, Robert Budenbender, operating with his wife Taya, attempted to start a sales contest but encountered technical difficulties. In response, he jested, “My name is Robert, and I’m special,” while laughing and making exaggerated facial expressions. Many viewers felt his words and mannerisms were insensitive and amounted to mockery of people with Down syndrome and related disabilities.
- Original Facebook video was deleted but a copy surfaced on YouTube.
- Customers and advocates voiced condemnation on Twitter and other platforms, tagging both LuLaRoe and NDSS.
LuLaRoe’s Ties to Disability Advocacy
This controversy struck a particular nerve because the founders of LuLaRoe, Mark and DeAnne Stidham, have a granddaughter with Down syndrome. The company and its network had previously raised funds for NDSS, including donating a portion of sales from select dress designs to the organization in her honor.
- LuLaRoe had donated proceeds to NDSS.
- Advocacy for Down syndrome was a stated part of the brand’s identity.
Community Response: Customer Fury and Advocacy Group Demands
The video’s fallout was swift. People took to social media to express outrage—not only at the initial video, but also at how LuLaRoe handled the aftermath. The NDSS demanded the company end its relationship with the Budenbenders as a condition for maintaining their partnership. The brand, after internal deliberation, chose to stand by the retailer instead.
- NDSS publicly asked LuLaRoe to terminate Budenbender’s contract.
- LuLaRoe refused, believing the apology was sincere and that firing him was unnecessarily punitive.
- NDSS said apology was insufficient and ended all partnership with LuLaRoe.
The Apology and Its Reception
In response to harsh criticism, Robert Budenbender posted a public apology video on YouTube, seated with his wife and her sister-in-law, who has Down syndrome. He admitted his actions were wrong, stating, “There is no excuse for that kind of behavior. I want you to know that is not who I am.” Despite this, his apology was not accepted by NDSS or much of the public.
- Apology video was later deleted, but versions remain online.
- LuLaRoe said, “After speaking with the Retailer at great length, we believe his apology is sincere and accepted his assurance that this behavior would never happen again.”
- NDSS responded: “We do not accept your apology.”
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LuLaRoe’s Official Statement and Decision
LuLaRoe issued a formal statement describing their disappointment in ending the NDSS collaboration but reiterated support for their retailer. They reasoned it was not “productive” to terminate his contract and threatened his family’s livelihood, stating: “This incident will not lessen our commitment to playing a positive role in raising awareness and contributing to Down Syndrome causes.”
| LuLaRoe Action/Statement | NDSS Response |
|---|---|
| Accepted retailer’s apology | Considered apology insufficient |
| Refused to terminate contract | Ended partnership with LuLaRoe |
| Promised continued advocacy work | Wished LuLaRoe well but severed ties |
Public Reaction and Social Media Backlash
LuLaRoe’s decision triggered a wave of public responses:
- Many former customers vowed to end support for the brand, citing a lack of accountability.
- Twitter, Facebook, and YouTube became venues for heated debate over the ethical responsibilities of companies toward marginalized groups.
- Online communities discussed the implications of standing by individuals after controversial incidents.
Broader Implications for Corporate Social Responsibility
The LuLaRoe incident raises critical questions about how brands should respond when affiliated representatives act in ways that undermine stated commitments to advocacy or inclusion. Especially for companies with a business model entangled in social media and public-facing sales, reputation management and ethical standards are increasingly important.
- Authentic corporate advocacy extends beyond donations; it requires accountability for behavior.
- Consumer calls for “values alignment” between brands and their actions are growing louder.
- Influencer conduct can dramatically affect brand perception and partnerships.
What This Controversy Means for Disability Representation in Fashion
Experts and advocates note that the LuLaRoe incident exposed how fragile partnerships with advocacy organizations can be—and how quickly good intentions can be undermined by insensitive actions. The scandal highlights the need for ongoing education and vigilance regarding disability awareness, respect, and authentic inclusion within the fashion industry and beyond.
- Disability advocacy groups often require more than donations—they seek meaningful partnerships with accountability.
- Public apologies may not be sufficient without concrete changes and evidence of understanding.
- Consumers are increasingly attentive to how brands treat sensitive issues and marginalized communities.
Frequently Asked Questions (FAQ)
Q: What exactly did the LuLaRoe retailer do?
A: Robert Budenbender, a LuLaRoe retailer, posted a Facebook Live video in which he made statements and facial expressions that were widely interpreted as mocking people with Down syndrome and other disabilities.
Q: How did LuLaRoe respond?
A: The brand chose to accept the retailer’s apology, refused to terminate his contract, and instead ended its partnership with the National Down Syndrome Society.
Q: What was the National Down Syndrome Society’s reaction?
A: NDSS asked LuLaRoe to terminate its relationship with the Budenbenders, and when LuLaRoe refused, NDSS ended its partnership with the brand.
Q: Why did this story provoke so much backlash?
A: The incident touched on broader issues of disability disrespect, business ethics, and the handling of public apologies. It was particularly sensitive because the brand previously promoted itself as a supporter of disability advocacy, creating greater expectations for integrity.
Q: Has LuLaRoe changed its practices since the incident?
A: There is no widely reported evidence of a major change in LuLaRoe’s practices related to this controversy, though the company expressed intentions to continue supporting Down syndrome advocacy in other ways.
Key Takeaways
- Brand image is deeply affected by the conduct of representatives, especially in direct-sales models.
- Public apologies may not be enough to satisfy advocacy groups or concerned communities.
- Meaningful partnerships with advocacy organizations require accountability and ongoing education.
- Businesses face heightened scrutiny for issues relating to disability representation and inclusion.
Additional Discussion Points
- The role of social media: Amplified both the incident and the response, with broad and rapid engagement from advocates, customers, and critics.
- Ethics in branding: Demonstrates the importance of aligning business practices with stated values, particularly in sensitive contexts.
- Lessons for other brands: Consistent standards and clear consequences for inappropriate behavior can help maintain trust and partnerships.
Further Resources
- National Down Syndrome Society: Information and advocacy for Down syndrome awareness.
- Disability advocacy organizations: Resources and guidance for inclusive business practices.
- Brand crisis management: Case studies and best practices for companies facing reputational challenges.
References
- https://www.businessinsider.com/lularoe-sellers-furious-mocked-down-syndrome-2018-1
- https://www.cosmopolitan.com/style-beauty/fashion/a15925153/lularoe-retailer-down-syndrome-mocking/
- https://www.youtube.com/watch?v=12QpVeJbWPE
- https://www.empoweredneurofamilies.com/blog/lularoe-retailer-mocked-person-disabilities
- https://en.wikipedia.org/wiki/LuLaRoe
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