Skip to content

The Sh*t Lululemon’s Customers Say

06/18/2013

Screen shot 2013-06-18 at 6.14.04 AMLululemon Athletica the Canadian-based brand of pricey yoga and workout wear has had a rough last few months.

First, the company pulled its entire inventory of yoga pants off the shelves when it was discovered the fabric used in some of the product proved to sheer for those of modest taste. Not a big deal? Consider this. According to company documents Lululemon’s 2012 annual sales were $1.37 billion. Yoga pants account for 20% of their business, that means Lululemon sold $274,000,000 in yoga pants in 2012! Taking a category that accounts for 20% of your total volume off the shelves is kind of big deal.

In 1Q 2013 Lululemon’s stock drops 11%…sales figures revised down about 15%.

Next, on June 10th CEO Christine Day abruptly announces her resignation with no successor in place. Lululemon’s stock drops 14% in the after hours trading.

 Now this. This ‘ad’ on Lululemon’s Timeline on Facebook.

The social media yogi’s at Lululemon aren’t helping things one bit. The ‘CEO Wanted’ post is cute, right? The idea is to make Lululemon appear folksy and in touch with its customers.

Instead the ‘ad’ opened up hundreds of conversations about quality, price, country of origin, exclusion of plus-sized product, etc. Not good.

Screen shot 2013-06-18 at 6.43.00 AM

Facebook’s mission is to give people the power to share and make the world more open and connected. Looks like that’s exactly what happened. Unfortunately the social media yogi’s at Lululemon didn’t think far enough ahead on how, exactly, that openness and connectedness would hit them between the eyes.

Thanks to alert reader Doug in MI/OH/HI for the heads up on this one.

Advertisements
No comments yet

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: