The athleisure giant Lululemon finds itself embroiled in yet another significant quality control controversy, casting fresh doubt on the brand's ability to maintain its premium reputation. The company has been compelled to temporarily suspend online sales of its recently launched 'Get Low' workout leggings following a wave of customer complaints that the garments are disappointingly see-through and fail the fundamental 'squat-proof' test.
A Recurring Problem for the Yoga Wear Pioneer
This latest incident marks a troubling return of the transparency issues that have periodically haunted the Canadian-born brand, which is widely credited with pioneering the 'athleisure' trend with its famously flattering yoga pants. The decision to pause e-commerce sales specifically in North America comes after shoppers reported the new line's fabric was insufficiently opaque for core workout movements like bending, stretching, and squatting.
A company spokesperson stated, 'We have temporarily paused sales online in the market to better understand some initial guest feedback and support with product education. We expect to bring the collection back to our North America e-commerce channels soon and the collection continues to be available in other markets.' Notably, the 'Get Low' collection remains available for purchase in physical retail stores during this online hiatus.
Financial Fallout and Historical Precedents
The market reaction to the news was swift and severe. Lululemon’s stock price tumbled by 6 percent upon the announcement, representing its most substantial single-day drop since September. This decline compounds a challenging period for the company; its shares plummeted by nearly 50 percent throughout the previous year, largely driven by falling sales that alarmed Wall Street investors.
Quality concerns are not a new phenomenon for Lululemon. The brand faced a major public relations crisis in 2013 when it was forced to recall its popular ‘Luon’ yoga pants after they were found to be excessively sheer. Following that debacle, the company managed to avoid significant product mishaps for over a decade. However, 2024 has proven difficult, with the company also pulling its 'Breezethrough' leggings just weeks after their release due to negative reviews criticising an uncomfortable and revealing V-seam.
Internal Strife and Competitive Pressures
Beyond product quality, Lululemon has been navigating internal discord and a shifting competitive landscape. The brand's outspoken founder and former CEO, Chip Wilson, has been openly critical of its current direction. Now 70 and having held no formal role at the company for over a decade, Wilson has publicly mocked current CEO Calvin McDonald.
In comments reported by the Wall Street Journal, Wilson likened Lululemon's struggles to a plane crash, blaming a 'loss of cool' on leadership that he claims prioritises Wall Street jargon over genuine innovation. Wilson's relationship with the company has been fraught since his resignation as chairman in 2013, which followed widespread outrage over his remarks about how 'some women's bodies just actually don't work' for Lululemon's designs.
Controversial Comments and Brand Identity
More recently, in a 2024 interview with Forbes, Wilson criticised the company's diversity and inclusion initiatives, stating he was not a fan of the 'whole diversity and inclusion thing.' He also lambasted Lululemon's advertising, describing the models used as 'unhealthy,' 'sickly,' and 'not inspirational,' and controversially suggesting the brand should be clear that 'you don't want certain customers coming in.'
While Lululemon thrived under Wilson's earlier leadership, the market has since fragmented. Rival brands like Alo and Vuori have successfully captured segments of the upscale athleticwear clientele, increasing competitive pressure. The combination of persistent product failures, stock market volatility, internal criticism from its founder, and fierce competition raises fundamental questions about whether Lululemon can reclaim its former status as the undisputed leader in premium athleisure.
