Lululemon has followed this old piece of advice after their embarrassing, see-through pants requiring a recall earlier this year. This article features Lululemon’s new marketing scheme, using their recalled pants as their “new” product. By sewing an extra layer of fabric onto the pants, and adding a see-through mesh strip along the legs, Lululemon has creatively dubbed these “new” pants, the “Second-Chance Pant”.
Lululemon’s Second Chance Pant, creatively recycling recalled pants
Lululemon has managed to find a way to salvage their pants that would have otherwise been scrapped. This is a great way to improve customer relations too, as they are admitting their mistake and making light of their obvious error. This also contributes to the brand’s relaxed atmosphere, and the idea that they are just people too who enjoy the same things you do. Activities like running, yoga, etc…. By asking for forgiveness, in a way they are reminding the consumer that after all is said and done, they too are people capable of making mistakes and learning from these mistakes. I’m impressed with Lululemon’s damage control, and I am curious to see how it works out for them.