See Through Pants Fiasco For Lululemon Athletica inc. (NASDAQ:LULU)


Dallas, Texas 11/29/2013 (Financialstrend) – The Black Friday madness is just a day away and many people have probably been planning on how to tackle the day and its compelling shopping- related craziness. Those who are fitness freaks can decide to head to Lululemon Athletica inc. (NASDAQ:LULU) at the King of Prussia Mall for a yoga class that is to be held at the crack of dawn. It will herald the start of the month long holiday shopping madness that just seems to be billowing with each passing year.

Of course some, stores have decided to open early on Thursday and many avid shoppers will probably be shopping well before Black Friday. Lululemon Athletica inc. (NASDAQ:LULU) of course, is opening up for a one-hour class at 5 am and those who manage to get there at that unearthly hour for  a shot of yoga can then head to start their shopping before 7 am (which is when the masses will create a tidal wave at malls).

Word power

The company might have a lot of work to do, apart from just conducting yoga classes, if it wants to regain some of its lost credibility. The manner in which  24 hour news channels and social media operate have changed the face of  communication between companies and their customers. It’s become even more critical that company executives be more careful  about the words they choose when they speak in public.

An example in time is the Chip Wilson of Lululemon Athletica inc. (NASDAQ:LULU). A few poorly-chosen words that he uttered have tarnished the reputation of the company and many have not forgotten it. The web picked up the comments that spread like wildfire. Very recently, he was questioned about the Lululemon yoga pants recall fiasco in spring. The founder, instead of making some politically-correct statement, put his foot in his mouth- he shifted the blame from the poorly-constructed yoga pants to the wearers and said that it was their faulty physique that caused the issue of the see-through pants.

The easy way out

The implication was that it was the women’s thighs that caused the problem, when they rubbed together and that it was the reason for the pilling. The message that many women took away from the company was that “fat women” were not welcome to use the merchandise.  And if that was not a good enough bruising, Wilson then immediately issued a supposedly heartfelt apology to his colleagues at Lululemon Athletica inc. (NASDAQ:LULU) as they had to bear the brunt of his thoughtless and insensitive comments.

What was absent was the necessary apology to the company’s current and future customers who he has definitely offended. Of course, public memory- it is said, is short and wounds also heal over  a period of time and Chip Wilson might have just gotten away a little too easy.