Lululemon sets new direction, but will it pay off?
Written by Bertrand Marotte written on March 24th
http://www.bnn.ca/News/2014/3/24/Lululemon-sets-new-direction-but-will-it-pay-off.aspx
When the clothing line Lululemon came out with stylish, high quality sports clothing people really seemed to love their product. They quickly raised in sales and became very popular and very quickly. However recently Lululemon lost a lot of popularity and credibility when they came out with transparent yoga pants. The defense of the company was that people were not buying the right sizes for their body. Either way Lululemon lost many buyers because of this. They have trouble keeping up with Nike and Under Armor because they offer more variety at a better price. Although the article doesn't go into great detail about this new direction, they spoke about expanding into Europe and briefly discuss that they expect sales to be lower than expected.
Companies and businesses often face a blonder at one point or another but it is how they try to improve and gain back their fans that show character within the market. I think it is great that Lululemon is trying to improve rather than call it quits.
With the brand Lululemon, being a buyer of their clothing line I do believe that it is made for people with a certain body type, I'm not saying this in a rude or hurtful manner but if its so tight its see through then you should realize you need a bigger size. I agree with Emilie when she says that its great that the company decided to try to improve their line of clothing and sizes instead of quitting!
ReplyDeleteThis is a prime example of what Shannon was talking about in Marketing the other day. When a company faces an accusation such as this, there is the right way to handle it and there is the wrong way. Lulu Lemon did it the wrong way. They decided to blame the customer for the problem instead of taking ownership of their mistakes. They should have apologised for their defective product and offered the customers some type of rebate or a new product.
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