A blog called “Confessions of a Lululemon Addict” revealed that employees in a store in Massachusetts responded to the complaints from customers on the sheerness of yoga pants by wearing underwear on top. Before the company could recover from the sheer yoga pants scandal this spring, Lululemon  Athletica Inc.  is raising eyebrows again: according to today’s CTV News, Chip Wilson, the founder of Lululemon, says that  the piling of some pants is not due to quality issues, but because  “some women’s bodies just actually don’t work for it”.

From bottom employees to top management people, it seems that few have shown their determination to maintain good customer relationships. These incidents will turn some of the loyal customers to anti-fans and will certainly damage Lululemon’s brand image. The company could have done better by showing concerns about customers’ feelings and make sure that every employee in the company is prepared to address the issues properly. Chip could have been more willing to take responsibilities, or at least be careful of his words in public. And the company can name the sheer pants “Sheer Nirvana” to form a new product line, where pants are designed to make women look more sexy. This way, the threat could be turned to an opportunity, and Lululemon would be better-off.

Reference:

“Confessions of a Lululemon Addict.” : Lululemon Mocks Customers. N.p., 22 Mar. 2013. Web. 08 Nov. 2013.

Mulholland, Angela. “Lululemon Founder Says Yoga Pants Don’t Work with ‘some Women’s Bodies'” CTVNews. N.p., 07 Nov. 2013. Web. 07 Nov. 2013.

Roose, Kevin, and Charlotte Cowles. “New York Magazine.” Daily Intelligencer. N.p., 21 Mar. 2013. Web. 08 Nov. 2013.