Lululemon Navigates ‘The Great American Yoga Pant Crisis’

While walking by a Lululemon Athletica Inc. store in Nashville last week, I noticed the words “The Great American Yoga Pant Crisis” across the store front window. Thank goodness we survived the controversy, but will the company?

Since Lululemon last month announced a recall of women’s black Luon yoga pants due to sheerness and issued a warning of a yoga pants shortage, there has been a steady media buzz on the story from parodies on late night talk shows to social media. News outlets around the globe seem unable to resist the temptation to make a pun in the headlines.

All jokes aside, the recall amounts to 17 percent of all women’s pants sold in Lululemon stores and the company adjusted their first quarter revenue projections down between $333 million to $343 million from previous expected revenues between $350 million to $355 million. With competitors such as Nike and Under Armour trying to woo customers through aggressive campaigns, the quality control issue at Lululemon is a serious one.

Last week, the company announced its chief product officer was stepping down, and they instituted new senior level capabilities in quality, raw materials and production. These actions are positive steps to remedy the situation and avoid a repeat in the future that will go a long way to ensure consumer and shareholder confidence. Consider the following tips to successfully navigate a PR crisis:

Take responsibility. In the case of Lululemon, the company initially stated quality problems were due to an overseas supplier. The company later accepted partial responsibility and said its testing protocols were incomplete and the fabric used in the pants was “on the low end of Lululemon’s tolerance scale” Accepting responsibility for the lapse in quality was the right move to help restore trust in the company’s leadership and products.

Act swiftly. Once you know the facts on the issue, scope and potential impact on the company, develop a communications action plan and follow it through. It’s critical to have the necessary tools in place to effectively communicate to both internal and external audiences. These tools should include key messages, FAQs, media response statements, social media responses and internal communications such as a letter to employees so everyone is informed and empowered to communicate to key stakeholders as appropriate.

Respect customers. Customers are more powerful than ever, taking to social networks to rave about their favorite brands and rant about them when they make a mistake. In light of the yoga pants issue, Lululemon pulled products from store shelves and offered refunds to customers. The refund policy initially drew some criticism but was clarified and ultimately a successful strategy to repair customer relationships and get beyond the controversy.

Lululemon may have taken a few hits when the story broke but as long as the company continues to focus on improving its production processes they should be able to weather this storm with their reputation and loyal customers intact.

What do you think? How did Lululemon handle the PR crisis? What impact will it have on the company?

This entry was posted in Crisis Communications, Public Relations. Bookmark the permalink.

30 Responses to Lululemon Navigates ‘The Great American Yoga Pant Crisis’

  1. Phoebe says:

    Hi there, I check your blogs on a regular basis.
    Your humoristic style is awesome, keep it up!

  2. Meka says:

    I’ve been hearing alot about these pants lately, thats why i stick to what i know ( they’re not sheer and i just find them to be a trusted brand for me.

    Anyways, keep up the great work. love reading your blogs.

  3. Thanks for finally writing about > Lululemon Navigates ‘The Great American Yoga Pant Crisis’ | Lovell Communications < Loved it!

  4. Hello! Quick question that’s totally off topic. Do you know how to make your site mobile friendly? My site looks weird when viewing from my iphone. I’m trying to find a template or plugin that might be able to correct this issue.

    If you have any recommendations, please share. Cheers!

  5. Harriett says:

    If you desire to grow your know-how only keep visiting this site and
    be updated with the latest gossip posted here.

  6. Grover says:

    It’s really a great and helpful piece of information. I’m happy that you just shared this useful info with us.
    Please keep us informed like this. Thanks for sharing.

    My web page Grover

  7. Please let me know if you’re looking for a writer for your site. You have some really good articles and I believe I would be a good asset. If you ever want to take some of the load off, I’d absolutely love to write some articles for your
    blog in exchange for a link back to mine. Please blast me an email if interested.

    Thank you!

    Also visit my weblog: solar panel perth

  8. Excellent article! We are linking to this great post on our site.
    Keep up the great writing.

    Feel free to surf to my website – freeview plus Box recorder

  9. Superb site you have here but I was curious about
    if you knew of any message boards that cover the same topics discussed in this article?

    I’d really love to be a part of group where I can get responses from other knowledgeable individuals that share the same interest. If you have any suggestions, please let me know. Cheers!

  10. I blog quite often and I truly appreciate your content.
    This great article has really peaked my interest.
    I am going to bookmark your website and keep checking
    for new information about once a week. I opted in for your Feed

    my web site;

  11. Pretty great post. I simply stumbled upon your weblog
    and wished to say that I have really loved browsing your weblog posts.
    After all I will be subscribing in your feed and I’m hoping you write again very soon!

    Check out my site – cheap solar panels perth

  12. Whats up very nice site!! Guy .. Excellent .. Superb .. I will bookmark your website and take the feeds also?
    I’m satisfied to find so many helpful information right here in the put up, we want work out more techniques on this regard, thank you for sharing. . . . . .

    Also visit my weblog :: Solar Panels Perth Reviews

  13. No matter if some one searches for his vital thing, so he/she wishes to be available that in
    detail, therefore that thing is maintained over here.

    My web page – 12v solar panels perth

  14. You’re so interesting! I do not suppose I have read something like that before. So good to find another person with a few unique thoughts on this issue. Seriously.. thank you for starting this up. This site is one thing that is required on the internet, someone with some originality!

    Have a look at my website cheap solar panels perth

  15. An experienced DUI attorney is knowledgeable on the best
    strategy to use in order for you to get out of the mess
    that you put yourself in, in addition to protecting your future.
    14% taken from the last part of the breath may indicate that the blood level is only 0.
    Usually, public defenders have an overwhelming case load.
    However, finding such aspects in choosing Sarasota DUI
    attorney will be the best deal to hire a perfect representative for imposed criminal charge.
    Your lawyer is much more aware of the legal details regarding DUI cases (that
    is why you are hiring them) than you are.

  16. In the fleisch.penise.bilder
    fingers of any considered customer Redi-Trax can provide an improvement.

  17. An interesting discussion is definitely worth comment.
    I do believe that you should publish more about this issue, it might not be a
    taboo matter but generally folks don’t discuss these issues.
    To the next! Many thanks!!

    Also visit my weblog :: compact kitchen

  18. My family every time say that I am killing my time here at net, but I know
    I am getting familiarity all the time by reading thes good articles.

    My site; plan a kitchen –,

  19. Lola says:

    WOW just what I was searching for. Came here by searching for public relations firms

    Here is my web blog – marble fabrication; Lola,

  20. Hey! Someone in my Facebook group shared this site with us so I came to give it
    a look. I’m definitely enjoying the information.
    I’m bookmarking and will be tweeting this to
    my followers! Exceptional blog and superb design.

    Here is my web site :: renovate kitchen (

  21. Hey very interesting blog!

    Here is my blog post :: photography tips

  22. mobile games says:

    When someone writes an piece of writing he/she retains
    the image of a user in his/her mind that how a user can understand it.
    Therefore that’s why this post is amazing.

  23. Wow, this piece of writing is pleasant, my younger sister is analyzing these things, thus I am going
    to let know her.

    My website; farmville 2 hack tool

  24. Peculiar article, exactly what I wanted to find.

    Also visit my site; how to hack dumb ways to die

  25. Hi there to all, how is all, I think every one is getting more from this web site,
    and your views are pleasant designed for new users.

    Look into my web page jurassic park builder hack

  26. fx-trend says:

    Сделанного не воротишь. Что сделано, то сделано.

    Моя личная заметка fx-trend

  27. What a data of un-ambiguity and preserveness of
    precious knowledge concerning unpredicted emotions.

    Feel free to surf to my site :: hungry shark evolution cheat android

  28. I am curious to find out what blog system you happen to be utilizing?
    I’m experiencing some small security issues with my latest
    website and I would like to find something more secure. Do
    you have any recommendations?

    Feel free to surf to my website – family matters

  29. If some one desires to be updated with hottest technologies
    therefore he must be pay a quick visit this site and be
    up to date all the time.

    My web site – make home great

  30. home along says:

    Hey very interesting blog!

    Look into my blog post – home along

Leave a Reply

Your email address will not be published. Required fields are marked *

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>