Lululemon's Public Relations Crisis
Added on 2020-05-16
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Running head: BUSINESS ADMINISTRATIONBusiness AdministrationName of the Student:Name of the University:Author’s Note:
2BUSINESS ADMINISTRATIONWhat is the value proposition for Lululemon? Is a shift warranted?Lululemon initially wanted to offer something very unique to the customers that no otherbrands had ever provided earlier. Their main objective was to provide the customers withsomething that would give them immense fun and satisfaction. They wanted to provide a long,healthier and a fun filled life for their customers. They also wanted to fill a gap that was presentin the athletic market of women. So, they wanted to provide their women customers with goodquality athletic products. However, soon after they opened several new outlets particularly forwomen athletic wear, there were several problems with the yoga pants of women (Sousa, 2016).The women customers were not really very happy with the quality. Even when, this problem wasconsidered, they were not happy with the behavior of the staffs. Even when the companyapologized for their faults, women customers were unhappy because they thought that they werenot really getting what they want. Though Lululemon had set up many new outlets for theirwomen customers, there was still this complaint that they were not really finding what they werelooking for. So, Lululemon must make sure that if they are trying to develop products for theirwomen customers, then they must make sure that the women customers are getting equalrespects and opportunities both in terms of the quality and quantity of products and also in termsof respect from the staffs of the company.What should Lululemon do to address the public relations firestorm?Lululemon had made a huge mistake by posting some very vulgar and insulting commentsabout the women customers saying that not every woman has a fit body to wear their products.So, this was really taken as a highly resented comment by all the customers. This comment hadtaken the entire social media by storm. So, making such comments about the figure of their
3BUSINESS ADMINISTRATIONwomen customers was really very unfortunate and disgraceful. Chip Wilson being a foundermust not have made such derogatory comments. Though he apologized later, there was not evena single mention about the bad and hurtful comments that he had made about the womencustomers. So, in order to deal with all these problems, it is n necessary for Lululemon to makesome efforts that would show their real apology towards women. They must take responsibilityfor holding some interviews and casting it either through television or through YouTubechannels so that they can convey to all their female customers that they are really shameful forwhat they have done. They can also compensate their female customers by providing them betterquality products at a much lower or affordable price. They can also offer several free gifts alongwith the actual purchases by their female customers (Chikovani, 2018).How is the company doing? Describe Lululemon's strategy, and comment on itsperformance?Lululemon started their venture with a very new, innovative and unique idea. Theywanted to give their customers something new and something exciting that had not beenprovided by any of the other brands prior to this. They wanted to provide some very uniqueproducts to the customers that would give them a fun-filled and healthy life. Their mainstrategy was to fill the gap that was present in the female athletic products market. So, theyopened up several new stores for their female customers. However, Chip Wilson the founderof this company had made several derogatory comments on social media platforms like facebook, about the female figures when there was a complaint regarding the quality of theproduct. Though he was apparently apologetic on behalf of the whole company he did nottake any such measures to compensate the female customers for the insult that they had tosuffer (Horvath, 2016). So, they have to be really careful about their Public Relations in the
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