Documentary
United States of America
The Rise and Fall of Lularoe is a documentary film that explores the rapid rise and devastating fall of the multi-level marketing company LuLaRoe. The film unveils how the company used social media and psychological techniques to onboard a massive pool of retailers, leading to billions of dollars in sales.
The film follows the story of Mark and DeAnne Stidham, who founded LuLaRoe in 2012 with a mission to empower women and help them achieve financial freedom. The company's business model was based on convincing individuals to become "independent retailers" and sell LuLaRoe's clothing line through social media channels.
The documentary highlights the company's aggressive marketing tactics, including the use of social media influencers and Facebook groups to recruit new retailers. LuLaRoe also implemented a "scarcity model," which created a sense of urgency among consumers to purchase limited edition clothing items.
The film also delves into the darker side of LuLaRoe's business practices, including allegations of poor quality products, a lack of support for retailers, and even claims of a cult-like atmosphere within the company.
Ultimately, the documentary reveals how LuLaRoe's rapid growth led to oversaturation of the market, causing many retailers to lose money and forcing the company to file for bankruptcy in 2019.
Throughout the film, interviews with former retailers, industry experts, and insiders provide valuable insights into the world of multi-level marketing and the consequences of its practices. The Rise and Fall of Lularoe serves as a cautionary tale for those considering joining similar companies and sheds light on the potential dangers of the industry.
