Given Abercrombie and Fitch’s reputation after the CEO, Mike Jeffries, made an obscene comment regarding some of their customers, you would think Chip Wilson, the founder of Lululemon, would learn from Jeffries mistakes. Lululemon is known for creating high quality athletic garments; however, after a recent interview regarding the company’s recall on their “see through pants”, Wilson has damaged the company’s relationship with some of their customers.  Wilson damaged the company’s image by suggesting that their pants are not made for woman of all body types.

When considering a SWOT analysis for the company, it has become apparent that the issue regarding Wilson’s comments has become an internal weakness for the company.  Although there is no bylaw stating that a clothing company is required to produce products that will fit all body types, Wilson’s comment has negatively affected the company’s brand name.  Because of his comment, people are now associating the brand as being an unaccepting company against heavier set woman; therefore, this may result in a decrease of sales.

Because Wilson has tattered the company’s brand image, I am looking forward to learning how he is going to regain the strong relationship his company and customers once had.

References:

http://www.cbc.ca/news/business/lululemon-founder-chip-wilson-says-pants-don-t-work-for-some-bodies-1.2417980

http://www.huffingtonpost.com/2013/05/16/abercrombie-reputation-ceo-comments_n_3288836.html