After browsing through the blogs, Louise Zu’s post on Lululemon caught my attention. I agree that what Louise said that Lululemon did not solve the problem essentially, but lost a large number of loyal customers instead. Consumers brought an action against Lululemon because of the sheerness of yoga pants made out of their trademark Lyon fabric. Many people thought this incident has damaged Lululemon’s reputation and started to question the quality of Lululemon’s products. Lululemon was forced to recall this controversial product and offer a full refund. After the product recall, Chip Wilson, president & cofounder of Lululemon, blamed women’s figure for the problem of yoga pants in an interview. He announced boldly that the pants simply don’t work for some women’s bodies and simply rubs in the wrong places. Later, Wilson gave an apology statement for his talk, but the statement was thought as the worst statement on record.
From the perspective of marketing, this is certainly a disaster. In a short term, Wilson’s apology will do nothing helpful to the company but hurt its image again, leaving the company’s development in question. However, these years Lululemon has established a good relationship with customers and has a brand image that promotes healthy living in spirit, body and mind. I believe that if Lululemon is able to maintain its good product quality in its future development, it will still be competitive in the market.
You can also find Louise Zu’s post here: https://blogs.ubc.ca/jiayuzu/2014/09/30/personal-blog-3-lululemon-apologizes-after-threatening-to-ban-customers-for-reselling-products-online/
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