I followed up on Annabelle‘s blog post, which detailed Lululemon Athletica’s (athletic apparel) lawsuit from consumers angered about the sheer fabric in their luon pants. It seems as if their reputation is not improving, after co-founder Chip Wilson made some choice comments during an interview with Bloomberg.
Their “Second Chance Pant” has an extra panel of fabric along the back and transparent mesh along the sides. The attached tag pokes humour at their mistake.
The controversial pants (pictured above) are being sold in stores: a ‘revamped’ version which notes the company’s failure. Marketing wise? I like the idea of addressing one’s mistake and attempting to regain consumers’ trust through humour. It’s a smart move to relinquish their falling reputation.
However, Wilson’s comments were not taken as positively. After saying, “quite frankly some women’s bodies just actually don’t work” for the brand’s popular pants, the statement quickly drew comparisons to Abercrombie & Fitch CEO Mike Jeffries – who publicly stated in 2006 the brand only produced clothing for attractive individuals. It also drew backlash from social media users, who called his comments “sexist and clueless.”
Lululemon’s aim is ‘to create athletic gear that’s perfectly suited for each activity.’
Lululemon is a leader in quality, design, service and sustainability. They have been building their brand for many years and have many loyal customers. Although I do agree with Annabelle, that their strong brand image will aid them in their troubles, I do believe their reputation has been tainted. It doesn’t help that he issued a public apology, where he expressed regret towards the Lululemon staff who faced the repercussions.
Although Wilson does have supporters (who believe he was being honest rather than insensitive), the situation will create a negative impact on the company’s overall culture. My advice? Choose your words carefully.
Sources:
https://blogs.ubc.ca/annabellechen/2013/10/07/lululemon-turns-sour/