Lululemon Athletica and a Series of Bad Marketing Decisions

Lululemon Athletica and a Series of Bad Marketing Decisions

Jane Thomas, Cara Peters Journal of Critical Incidents
January 01, 2015
SKU: BUS-483

Region of the world: North America
Topic: Marketing & Sales
Keywords: brand image, public relations, trust
Price: $4.00 | €0.00
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Lululemon Athletica, known for high-end yoga apparel, faced a series of bad public relations events starting in 2006 and continuing until 2013. The company first faced some questions about product claims. Then they were in the news because an employee murdered a co-worker within a Washington D.C. outlet store. Next, the company decided to switch to a manufacturer overseas, a decision that resulted in the production of low quality, sheer yoga pants that consumers felt violated their privacy. Finally, a decision to not produce and sell pants over a size 12 caused a backlash as well. CEO, Chip Wilson, ended up resigning from the company in December of 2013, but, despite his departure, the brand’s image was badly damaged and several questions remained about how the company would regain consumer trust and restore its brand image.