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Lululemon Blames Customers Again After See-Through Tights Fiasco

The activewear company’s dilemma is familiar to many companies that have grown rapidly and need to find ways to keep expanding while competitors encroach.
Lululemon temporarily pulled and subsequently brought back its “Get Low” leggings this week after consumers complained that the new products weren’t “squat proof.”
Lululemon has drifted away from focusing on its core customer — yoga and fitness enthusiasts in search of high-quality basics — in favour of jumping on trends and getting products to market quickly. (Shutterstock)
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BoF PROFESSIONAL

In Lululemon’s view, customers simply weren’t wearing their new leggings right. If they just sized up, and then pulled on seamless, skin-toned underwear before slipping into their $108-a-pair “Get Low” tights, they’d discover they could in fact get low without revealing too much.

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Further Reading

Why Lululemon’s CEO Is Stepping Down

Slowing growth, rising costs and a loud campaign from its outspoken founder set the stage for Calvin McDonald’s exit. It may be the athleisure giant’s best hope to regain its cultural momentum.

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