A second chance for lululemon

It seems lululemon just can’t put this sheer pants controversy behind them.

The challenge

First a bad-batch of pants was sold, and then women were asked to bend over in a store to prove the pants were too sheer. Now, Chip Wilson, founder of the Vancouver-based company has told women it may be their body, not the pants, which are to blame.

Brand perception is a huge component of the fashion industry because it influences purchasing decisions. Over the years, lululemon has done an excellent job of managing and selling its brand to consumers who in turn, have become enthusiasts and advocates. In order to maintain their positive brand perception, they must make it up to their loyal following.

Unlike another specific Torontonian whose controversy has stolen headlines over the past months, lululemon has stayed on top of their media issues, attempted to find solutions, and admitted fault when needed. Most importantly, they have not lied to the public or the media and were consistently quick to apologize with proper messaging.

Repairing the tear

Now lululemon can add another crisis management tactic to their arsenal: humour. Enter, the Second Chance Pant. “Inspired by a need to find functional and beautiful design solutions for our sheer pants,” reads the tag attached to the luon pants. “This is what celebrating failure looks like!”

The pants retail for $92 and are a good way of using inventory that would otherwise go to waste, all while trying to make light of the situation. Again, the brand has come out in front of the issue, admitted their mistake and found a solution.

Could this be how lululemon finally puts the see-through pants crisis behind them? What do you think about lululemon’s more recent issues management approach?

Head over to the CPRS Vancouver Linkedin discussion or Facebook page to hear what other PR professionals are saying.