Lululemon Athletica Crisis Analysis

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Lululemon Athletica is a Canadian company that specializes in yoga sportswear. In 2013, Lululemon experienced a crisis involving a number of customer complaints addressing their dissatisfaction of the yoga leggings appearing too see-through when worn. The company acted fast in recalling the product and providing full refunds to customers. However, the company initially claimed that the problem was with the manufacturing procedures, to which their manufacturer had denied. The crisis was further complicated when co-founder, Chip Wilson, stated that not all women’s bodies fit within the products criteria. This caused an uproar and increased hostility for the brand. Despite releasing an apology video shortly after, the message did not address audience
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