“Some women’s bodies just actually don’t work for it” was Chip Wilsons (found of Lululemon) response when asked about a mistake in the design of his yoga pants which leads to them being partly see through. This is a great way to alienate your customers and make them not want to buy your pants, very similar to what Abercrombrie and Fitch has done. And just like Abercrombie, Lululemon’s stock prices dropped, from $84 to $67.

Although Lululemon’s success is nothing short of impressive, Chip has managed to make me disappointed in the brand with such comments. Surely, he has to understand that his statements have a tremendous impact on his consumer base. Chip has successfully provided another avenue for people to feel self conscious.

Chip’s statements have angered his consumer base and rightly so, provoking some bloggers to state that they will “NOT be shopping at [his] store anytime soon.” Similar to Abercrombie, Lululemon has reduced their customer segments, customer relationships, and revenue streams. Perhaps it is time for Chip to take his customers’ advice and “fix [his] product to fit real women.”

Blog: https://blogs.ubc.ca/matthewanderson/2013/11/08/one-sour-lemon-lululemon/

Image: http://www.vancouversun.com/cms/binary/8649020.jpg?size=620x400s