纪录片自媒体解说素材-新闻动态参考-Lularoe金字塔方案如何成为爆炸性的亚马逊纪录片“ Lularich”（独家）/How the LuLaRoe Pyramid Scheme Became the Explosive Amazon Docuseries ‘LuLaRich’ (EXCLUSIVE)
https://cdn.6867.top:6867/A1A/hddoc/news/2022/07/0505/27170cyodck3rxi.jpegLularoe金字塔方案如何成为爆炸性的亚马逊纪录片“ Lularich”（独家）
How the LuLaRoe Pyramid Scheme Became the Explosive Amazon Docuseries ‘LuLaRich’ (EXCLUSIVE)
詹纳·富斯特（Jenner Furst）和朱莉娅·威洛比·纳森（Julia Willoughby Nason）仅在“ Lularich”上工作了几个月，他们的纪录片《服装公司Lularoe》（Lularoe）是一家多层次营销公司（A.K.A. ，迪安（Deanne）和马克·斯蒂德姆（Mark Stidham）愿意和他们一起坐下。斯特恩（Stern）来自佛罗里达州，多年来，她的朋友们在她的Facebook提要上看到了她的朋友们的朋友Lularoe服装。斯特恩回忆说：“有这些猫的绑腿和披萨打印机绑腿 - 不仅是一种披萨印花，多张披萨印花。” “我试图弄清楚到底发生了什么。” Lularoe卖了衣服 - 它的签名物品是绑腿的Stern在Facebook上看到的，经常被描述为“ buttery Soft”- 但主要出售了扩展。与所有的MLM-S一样推动的公司，其顾问获得了他们注册的每家新零售商的奖励，并获得了一定比例的销售：因此，金字塔隐喻。那些早点进来的人能够赚钱，但是后来进来的任何人都没有机会。这一切都加起来，据报道，2016年有80,000多家独立零售商的销售额为18亿美元。然后一切都崩溃了。为了解释如何和原因，这个故事伙伴在他们的公司The Cinemart上去了Furst，Nason和Mike Gasparro，因为他们钦佩电影制片人对2019年Hulu纪录片“ Fyre欺诈”的方法 - 是的，是的Lularoe纪录片将与巴哈马音乐节的那个编年史分享元素，该节目原来是一个灾难性的骗局。浮士德说：“他们是在基调和专业知识方面做这个故事的理想团队。公司和多级营销专家 - 董事已经与Stidhams接触了参与。 “我们说，‘我们正在制作这部电影，我们认为这可能是您的一种方式，没有您，这可能是一种方式。但是，无论哪种方式，我们都希望给您机会讲述自己的故事。’” 2020年8月，Stidhams说是的。因此，没有采访其他任何人，而电影和电视行业只是在大流行关闭之后重新启动时，Furst和Nason去了加利福尼亚州科罗纳市的Lularoe总部，与Deanne和Mark Stidham坐下了六个小时的坐下来。速度，“ Lularich”将于9月10日在Amazon Prime视频上首映，并分为四个部分。在整个系列中，对Stidhams的采访是一场试金石，正如电影制片人讲述了Lularoe的“灾难性成长”的故事，用Mark Stidham的话说，以及Lularoe Ostentatious，to的臭气。 （从字面上看：作为公司尽管很腐败，但仍在仓库中抛弃的绑腿在仓库中被送往零售商。撕毁了公司，以及他们对Lularoe的未来的预测。Deanne和Mark Stidham在“ Lularich”中。弗斯特说，导演富斯特和纳森想做“ 360度的讲故事”。如果Stidhams是“ Lularich”的恶棍，那么他们想给他们说：“如果小人不坐在那里并告诉我们他们的观点，我们不认为这是一个完整的故事。”通过研究信息档案来准备面试；就Lularoe而言，有大量的法律文件供他们检查。他们EVEN采取了不同的面试场景。富斯特说：“我们发挥了很多作用。” “但是最后，这一定是一次对话。”斯蒂德汉姆斯的故事始于一开始 - 他们每个人如何在摩门教教堂成长，迪安（Deanne）如何开始制作导致建立的衣服Lularoe。这一切都是友好的，即使董事向他们宣传公司的增长如何开始引起问题。弗斯特说：“他们对我们非常坦率地说，他们的经济学多么粗略。正是Lularoe从他们的控制中发展出来。纳森说：“这个故事有更大的部分 - 这项业务是一辆来自创始人的失控火车。经验已经是InstaNCE，随着马克和迪安（Mark）和迪安（Deanne）正在购买汽车并举办大规模的卢拉洛（Lularoe）活动，凯蒂·佩里（Katy Perry）和凯利·克拉克森（Kelly Clarkson）等A级才华获得了数百万美元的表演。纳森（Nason）和弗斯特（Furst）也亲眼目睹了这对夫妻之间的动态。迪安（Deanne）像马克（Mark）的爸爸一样行事。这也是一个令人痛苦的，在对卢拉洛（Lularoe）的诉讼中，华盛顿州被罢免的“ lularich”的录像中，弗斯特（Furst）说：“哦，我没有读过任何电子邮件，''我不会参加任何会议，“哦，我的儿子负责' - “你必须问马克这个问题。”“但是现实是她是一个狡猾的商人。” 。正如弗斯特（Furst）所说，“中产阶级被淘汰，没有真正的机会。”他说，签约成为分销商的人是多层次营销球拍的主要目标，尤其是当“ Lularich”会说话的负责人吉尔·菲利波维奇（Jill Filipovic）在该系列中说，因为迪安（Deanne）的“女孩”消息是什么。迪安（Deanne）在整个全国旅行时，穿着行李箱里的衣服确实使妇女进入梦想。”富斯特说。 “问题是梦想对其他任何人都无法扩展。”“ Lularich”中的前零售商讲述了有关信用卡最大化，将房屋取消并宣布破产的故事。弗斯特说，他们渴望获得极端财富，但他们本来可以解决“能够支付租金的简单财务安全”。关于公司，一些女性实际上是ACHiefe首先要寻求的目的，并找到自己的社区。弗斯特说：“他们中的许多人所做的是为自己的努力而战。”弗斯特·弗斯特（Lularich）中的Ex-lularoe零售商。用户可以直播视频与Lularoe的峰值相吻合（或可能导致）。零售商将在Facebook Live上举行Flash Sales，这引起了疯狂的购买。许多妇女将成为“ Facebook著名的”。这些会议的档案录像很好地服务了“ Lularich”。对于Nason来说，社交媒体和金字塔计划具有如此互惠互利的关系是有原因的。她说：“我认为社交媒体本质上是这类公司的镜子。” “社交媒体的结构以及我们如何作为人类参与其中的结构非常像一家多层次的营销公司。”他们会看到n同样的现象在“ Fyre欺诈”中发挥了作用，当Fyre Festival联合创始人Billy McFarland向有影响力的人兜售活动时，这是在变成灾难之后重新向他们吹来的。弗斯特说，吸引力是“梦想，音调，福莫的想法 - 或者我可以像那个人一样过着我最疯狂的梦想的生活。”这就是为什么这些知名的Facebook零售商如此重要到Lularoe。富斯特说：“对于美国各地的许多妇女和家庭来说，现实是您正在挣扎。” “因此，如果您能为那些人提出一个建议，并说：‘这将使您摆脱绝望，这将使您的生活超越最疯狂的梦想，看着我，”这是一个永恒的故事。那是“推销员的死亡”，威利·洛曼（Willy Loman）型的东西。当事情开始对Lularoe变坏时，服装的品质下降（有时会损坏或腐烂）RS抱怨？当然，在Facebook和Instagram上！零售商的抓地力不仅传播开来，引起了媒体的关注，而且心怀不满的卖家组成了一个名为“叛逃者支持”的私人Facebook集团，其中计算了数千名成员。在该小组中，Lularoe顾问比较了故事，曼联试图将公司降低。纳森说，电影制片人的支持是“巨大的来源”，纳森说。 - 人们彼此之间的联系。AG做得很好，”弗斯特说，“但是Facebook小组做了一个更好的调查。” Stidhams在私人飞机上。亚马逊Prime Videothe“ Lularich”的音调很棘手。Le关于Deanne和Mark有些坎and，Lularoe实际上已经破坏了生命：那么“ Lularich”的正确语气是什么？电影制片人在某个地方发现了它。纳森说，这说明了美国文化的“黑暗喜剧方面”。Furst说，他们想清楚自己与零售商站在一起。“我们不嘲笑人，”他说。 viveolularoe仍然是营业的。那么，电影制片人的未来预测了什么？“这可能是法医会计师，而不是我们最好的做法，”弗斯特笑着说。自2016年高度以来，该公司已经缩放了。富斯特补充说：“专注于更少的人是有效的。” “有很多快乐的顾客和Lularoe信息背后的人 - 对他们有好处。”但是Furst确实想知道其他州是否会跟随华盛顿的领导D对公司提起诉讼。他说：“没有什么能阻止加利福尼亚州，纽约，新泽西州，北卡罗来纳州或佛罗里达州或德克萨斯州做华盛顿所做的事情。”纳森认为，“我认为有很多AG可以看到捍卫其成分与这些类型的业务的价值”。，它将发生！”这种想法甚至开车了，仍然在开车。因为每个人都想成为一名亿万富翁 - 但所有这些闪闪发光的人都不是黄金，”弗斯特说。“有时候黄金可以是手铐。有时您可以入狱追逐那个黄金。”
Jenner Furst and Julia Willoughby Nason had only been working for a few months on "LuLaRich," their docuseries about the clothing company LuLaRoe — which operates as a multi-level marketing company, a.k.a. a pyramid scheme — when they learned the company's co-founders, DeAnne and Mark Stidham, were willing to sit down with them.
The project, which Furst and Nason directed for Amazon Studios, had been the idea of Cori Shepherd Stern and Blye Pagon Faust of Story Force Entertainment. Stern, who’s from Florida, had for years seen her friends from high school hawking LuLaRoe clothing all over her Facebook feed. “There were these cat leggings and pizza-print leggings — and not just one kind of pizza print, multiple pizza prints,” Stern recalled. “I was trying to figure out what the hell is going on.”
LulaRoe sold clothing — its signature item were the leggings Stern saw all over Facebook, oft-described as "buttery soft" — but it mostly sold expansion. As with all MLM-structured companies, its consultants were rewarded for each new retailer they signed up, and got a percentage of their sales: thus the pyramid metaphor. Those who got in early were able to make money, but anyone who came in later didn't stand a chance. It all added up to a reported $1.8 billion in sales in 2016, from over 80,000 independent retailers. Then it all fell apart.
To explain how and why, the Story Force partners went to Furst, Nason and Mike Gasparro at their company The Cinemart, because they admired the filmmakers’ approach to the 2019 Hulu documentary “Fyre Fraud” — yes, a LuLaRoe documentary would share elements with that chronicle of the Bahamian music festival that turned out to be a catastrophic scam. “They are the perfect team to do this story in terms of the tone and the expertise,” Faust said.
As Nason and Furst prepared for production last summer with Amazon behind them — and were lining up interviews with former LuLaRoe retailers, ex-employees of the company and multi-level marketing experts — the directors had approached the Stidhams about participating.
“We were very straight with them,” Furst told Variety. “We said, ‘We're making this film and we think that it could be one way with you and it could be one way without you. But either way, we want to give you the opportunity to tell your own story.’”
In August 2020, the Stidhams said yes. So without having interviewed anyone else, and while the film and television industry was just restarting after the pandemic shutdown, Furst and Nason went to LuLaRoe headquarters in Corona, CA for a six-hour sit-down with DeAnne and Mark Stidham.
Completed with breakneck speed, “LuLaRich" will premiere on Amazon Prime Video on Sept. 10 and unfold in four parts. The interview with the Stidhams serves as a touchstone throughout the series, as the filmmakers tell the story of LuLaRoe’s “catastrophic growth,” in the words of Mark Stidham, and LuLaRoe’s ostentatious, fetid implosion. (Literally: As the company struggled to fill orders, leggings left out to mold in the rain at the warehouse were sent to retailers, despite being rancid.)
Nason and Furst talked with Variety about how LuLaRoe seduced retailers into joining the pyramid, how social media both built up and then tore down the company, and what their predictions are for the future of LuLaRoe.
The sitdown with the Stidhams would be, the filmmakers knew, their “Frost/Nixon” moment.
As directors, Furst and Nason want to do “360-degree storytelling,” Furst said. If the Stidhams are the villains of “LuLaRich," then they wanted to give them their say: “If the villain isn't sitting there and telling us their point of view, we don't think that that's a full story."
They prepared for the interview by studying dossiers of information; in the case of LuLaRoe, there was a tonnage of legal documents for them to examine. They even acted out different interview scenarios. “We do a lot of role playing,” Furst said. “But in the end, it's got to be a conversation.”
The Stidhams’ story starts at the beginning — with how each of them had grown up in the Mormon Church, and how DeAnne had begun making the clothing that led to the founding of LuLaRoe. It’s all amicable, even as the directors press them about how the company’s growth began to cause problems. And how sketchy its economics worked from the start.
“They were very candid with us,” Furst said, despite the fact that “they were completely talking about things that made no sense at one point."
If the Stidhams are forthright about anything, it’s that LuLaRoe grew out of their control. “There's a bigger part to this story — this business was a runaway train from even the founders,” Nason said.
Another purpose the interview served, Nason said, was to inspire questions the directors would later go on to ask the retailers — what their experiences had been, for instance, as Mark and DeAnne were buying cars and throwing massive LuLaRoe events at which A-list talent such as Katy Perry and Kelly Clarkson were paid millions of dollars to perform.
Nason and Furst also witnessed first-hand the dynamic between the couple, in which DeAnne acts like the ditz to Mark’s daddy. It’s a shtick that also plays out in the footage in “LuLaRich” of the Stidhams being deposed by the state of Washington in a lawsuit against LuLaRoe.
Parroting DeAnne, Furst said: “‘Oh, I don't read any emails,’ ‘I don't go to any meetings,’ ‘oh, my son handles that’ — ‘you’ve got to ask Mark that question.’”
“But the reality is she's a cunning businesswoman.”
What LulaRoe was actually selling was the dream that the retailers — who were mostly mothers — could get rich at home.
When the Stidhams started LuLaRoe in 2012, the economy was just recovering from the Great Recession, after which, as Furst put it, “the middle class is decimated, and there isn't real opportunity left.” The people who signed up to be distributors, he said, were prime targets for multi-level marketing rackets, especially, as “LuLaRich” talking head Jill Filipovic says in the series, because of the “Girlboss” message embodied by DeAnne.
“What DeAnne was doing when she was traveling around the country with dresses in her trunk was really bringing women into the dream,” Furst said. “The problem is the dream wasn't scalable for anybody else.”
The ex-retailers featured in “LuLaRich” tell stories about maxing out their credit cards, having their houses foreclosed upon and declaring bankruptcy. They yearned for extreme wealth, of course, but they would have settled for “just the simple financial security of being able to pay their rent,” Furst said.
An irony of the collapse of LuLaRoe is that in banding together to share their negative stories about the company, some of the women actually did achieve the purpose they’d sought in the first place — as well as finding a community of their own. “What many of them did get was an aspiration to fight for something beyond themselves,” Furst said.
Social media — especially Facebook — gave life to LuLaRoe.
Facebook's announcement in 2015 that users could live-stream videos coincided with — or perhaps led to — the peak of LuLaRoe. Retailers would hold flash sales on Facebook Live, which caused buying frenzies. Many of the women would become “Facebook famous.”
The archival footage of these sessions serve “LuLaRich” well.
For Nason, there’s a reason social media and pyramid schemes have such a mutually beneficial relationship. “I think social media is essentially a mirror of this type of company,” she said. “The structure of social media and how we engage in it as human beings is very much like a multi-level marketing company.”
They’d seen the same phenomenon play out in “Fyre Fraud,” when Fyre Festival co-founder Billy McFarland paid influencers to peddle the event — something that ended up blowing back on them after it turned into a calamity. The appeal, Furst said, is “the dream, the pitch, the idea of FOMO — or the idea of I could be living a life beyond my wildest dreams, just like that person.”
That’s why these Facebook-famous retailers were so crucial to LuLaRoe. “For so many women and families around America, the reality is that you're struggling,” Furst said. “And so if you can come up with a pitch to those people and say, ‘This will pull you out of your despair and this will give you a life beyond your wildest dreams, look at me,’ that's a timeless story. That's ‘Death of a Salesman,’ Willy Loman-type stuff.”
Of course, social media giveth, but it also taketh. When things started to turn bad for LuLaRoe, and clothing’s quality fell — sometimes arriving damaged or putrid — where did the retailers complain? On Facebook and Instagram, of course!
Not only did the retailers’ gripes go viral, gaining media attention, but disgruntled sellers formed a private Facebook group called “Defectors’ Support,” which counted thousands of members. In the group, LuLaRoe consultants compared stories, and united to try to bring the company down.
Defectors’ Support was “a huge source” the filmmakers tapped into for their reporting, Nason said.
“The silver lining to social media is that quick lightning-rod connection people have with each other,” he continued.
Furst spoke admiringly about the consumer protection investigation the state of Washington did into LuLaRoe, which was filed in 2019, and resolved in February 2021: The company paid a $4.75 million fine.
“The AG did a great job,” Furst said, “but the Facebook group did a better investigation.”
The tone of “LuLaRich” was tricky to achieve.
While there’s something campy about DeAnne and Mark, LuLaRoe has literally ruined lives: So what would be the right tone for “LulaRich”?
The filmmakers found it somewhere unexpected.
“The tone right away was Nicole Kidman's performance in ‘To Die For,’” Nason said, which illustrated “a dark comedic aspect” of American culture.
Furst said they wanted to be clear that they were standing with the retailers.
“We don't laugh at people,” he said.
LuLaRoe is — incredibly — still in business. So what do the filmmakers predict for its future?
“That probably would be best done by a forensic accountant, not us,” said Furst with a laugh.
The company has scaled down since its 2016 heights. “It’s been effective to focus on fewer people,” Furst added. “There's plenty of happy customers and people who are behind the LuLaRoe message — and good for them.”
But Furst does wonder whether other states might follow Washington’s lead and file consumer protection lawsuits against the company. “There's nothing that would prevent California or New York or New Jersey or North Carolina or Florida or Texas from doing what Washington did,” he said. “There's plenty of AGs that I think would see the value in defending their constituents from these types of businesses.”
The story of LuLaRoe, Nason thinks, is in part about the myth of the American dream: “Thinking, If I just think positive, it’ll happen!” And that thinking even drove, and is still driving, the Stidhams themselves.
“There's humanism in Mark and DeAnne’s story, just as much as there is in the victims'. Because everybody wants to become a billionaire — but all that glitters isn't gold," Furst said. “Sometimes that gold can be handcuffs. And sometimes you can go to jail chasing that gold.”
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谢谢更新，天天学习，天天向上！ 太好了，终于找到宝藏论坛了！ 谢谢更新，天天学习，天天向上！ 感谢分享啊。谢谢版主更新资源。 非常不错，感谢楼主整理。。
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