Lululemon Athletica (Lululemon) is a yoga and athletic attire company, with over 200 stores and a
presence in 14 countries. In recent years it has been faced with a number of public relations nightmares,
including a recall of 17% of its Luon pants due to excessive sheerness. Additional issues arose, when
founder and former CEO Chip Wilson made a public statement tying the sheer yoga pants issue to the
size of the woman who tried to wear the pants, stirring a public outcry. A former employee confirmed that
part of the brand strategy was to avoid the selling of larger-sized clothing. Additional outrage arose when
women tried to return the defective pants, and they were asked to bend over to demonstrate the
sheerness of the product. Additionally, investor concerns arose and lawsuits were filed due to executive
bonuses that occurred just prior to the recall.
Evaluate Lululemon from a Marketing perspective using the case study and the known recent history.
Review the their corporate website and any other publically available relevant sources such as the WSJ.
Using the criteria below identify their current marketing practices and make strategic marketing
recommendations for each.
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