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Updated ,first published
Lululemon is facing sustained criticism from customers over its handling of a controversial range of leggings and shorts, which it temporarily stopped selling in the US following complaints they were too sheer, sparking concerns the global company is losing its edge.
In early January, the activewear brand released its Get Low range of a set of tights, shorts, and a tank top that it said were “designed for training” and to “naturally flex apart at key tension points”.
Customers were critical on social media about the tights not being “squat proof” and for being so sheer they could see their underwear.
“The leggings are absolutely see through when you squat or bend over (in every colourway),” said a Reddit user in a post claiming to be an “educator”, which is what the company calls its retail staff.
“It blows my mind how something makes it on the floor with issues like that,” said another. “How did no one do a back squat before sign-off?”
On January 20, the company halted online sales in the US to “better understand guest feedback” before returning the item to its website three days later with a new product description advising customers on how to wear the leggings.
Descriptions have also been updated in other markets. “To experience this tight’s best performance during your workout, we recommend sizing up,” the Australian product listing states.
“Pair with skin-tone, seamless underwear.”
Lululemon, a $US22.6 billion ($32 billion) company headquartered in Canada but listed on the tech-dominated NASDAQ stock exchange, has lost roughly half its market value in the past 12 months.
The company stock plummeted 6.5 per cent the day it paused the Get Low line, exacerbated by a scathing attack from Chip Wilson, who founded the company in 1998 but resigned from the board in 2015 amid public spats with other directors.
‘It blows my mind how something makes it on the floor with issues like that. How did no one do a back squat before sign-off?’
A customer’s complaint about the tights
Pausing sales was “a total operational failure” by the company’s current management, he said.
“I’ve believed that Lululemon has lost its cool for some time, but it is now evident to me that the company has completely lost its way as a leader in technical apparel,” Wilson wrote in a LinkedIn post.
“It is clear that persistent failures like this are born out of this board’s lack of experience in creative businesses, disinterest in product development and quality, and focus on short-term, self-interested priorities. How could anyone reach a conclusion other than the board continues to make decisions that are destroying the brand and the stock price?”
In a statement, a Lululemon company spokesperson said the Get Low collection remains for sale in US stores and online in Australia. “Based on the learnings, we have updated our product education information to incorporate new guidance on fit, sizing, and features to better support guest purchase decisions,” they said.
When this masthead visited Lululemon’s store in Sydney’s Wynyard, the Get Low collection was not displayed but was available for sale when requested.
Former adidas senior vice president and sportswear brand No Timid Souls founder Kevin Roberts said he had attempted and failed to create seamless leggings that passed muster.
“Even with a world-class team of materials scientists, we were unable to make seamless leggings ‘squat proof’ without them being up to twice as heavy as squat-proof leggings that were created via other manufacturing techniques,” he said. “As a result, the seamless leggings didn’t pass our quality assurance tests and were never released to the market.”
Many customers queried Lululemon’s product development process, asking if there was adequate testing before the items were approved for sale.
“What is the point of product development if these issues aren’t spotted before they get on the shelves[?]” commented a user on Reddit. “Don’t brands usually have athletes test prototypes to avoid this kind of thing???”
“This issue should have been found in testing right away,” said another.
Wilson’s acrimonious departure from the company added fuel to a similar saga in mid-2024 when the company was forced to recall its Breezethrough leggings, which Wilson said was further proof Lululemon had lost its way.
Designed for yoga, Pilates and for “hot studio” workouts, those leggings received negative reviews from customers who said they created an unflattering “long butt” effect and a waistband that dug into the stomach or rolled down during movement.
Lululemon pulled the entire range three weeks after its launch.
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Jessica Yun is a business reporter covering retail and food for The Sydney Morning Herald and The Age.Connect via X or email.From our partners
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