Lululemon's 'Get Low' Leggings Return with Specific Underwear Guidance After Transparency Complaints
Lululemon Athletica Inc. has reinstated its controversial "Get Low" leggings for sale on North American websites, but with significant new product guidance that has sparked discussion among consumers and industry observers. The athletic apparel company now advises potential buyers in both the United States and Canada to size up when purchasing these leggings and to pair them specifically with skin-tone, seamless underwear to address concerns about the garment's transparency.
Product Halt and Updated Guidance
Sales of the "Get Low" collection were temporarily suspended last week following numerous customer complaints that the fabric was sheer and the leggings failed to be "squat-proof" during physical activities. The complaints emerged just days after the company launched the collection, creating immediate backlash in the athletic wear community.
In response to the feedback, Lululemon issued a statement acknowledging the concerns. "We take our guests' feedback seriously," the company stated. "We have updated our product education information to incorporate new guidance on fit, sizing, and features to better support guest purchase decisions."
Interestingly, this updated guidance does not appear on product pages in European markets, where the leggings were never pulled from online sales platforms.
Historical Context of Product Issues
This current controversy represents far from the first time a product snafu has landed Lululemon in challenging situations with consumers. Approximately eighteen months ago, the company pulled its entire Breezethrough line after customers reported unflattering fits and performance issues.
More notably, in 2013, Lululemon faced a significant recall of many of its black yoga pants following widespread concerns that the leggings were transparent during wear. This historical pattern of product challenges has created ongoing scrutiny of the company's quality control and design processes.
Financial and Leadership Implications
The attention surrounding the "Get Low" leggings adds to growing pressure for Lululemon, which is currently navigating multiple challenges. The company faces slowing growth in key markets and a stock that has lost nearly half its value over the past twelve months, creating concern among investors and analysts.
Additionally, Lululemon finds itself in the middle of two activist investor battles that could reshape its leadership structure. Founder Chip Wilson, who remains one of the company's largest shareholders, has been particularly vocal about recent operational decisions. Wilson called the "Get Low" situation a "total operational failure" and placed blame directly on the company's board of directors.
Wilson previously took out a full-page advertisement in the Wall Street Journal criticizing company leadership last fall and subsequently nominated three new board members. Meanwhile, Elliott Investment Management has built a substantial stake exceeding one billion dollars in Lululemon and is reportedly advocating for retail executive Jane Nielsen as a potential candidate to assume the chief executive position.
Leadership Transition and Market Response
The product controversy coincides with a significant leadership transition at the athletic wear company. Outgoing chief executive Calvin McDonald is approximately one week away from his final day with the organization, which will leave Lululemon operating with two interim CEOs during this critical period.
Despite the negative attention surrounding the "Get Low" leggings, shares of Lululemon experienced a notable recovery following the product's return to online platforms. The company's stock rose as much as 3.4 percent, helping to offset some of the losses incurred earlier in the week when news of the sales suspension initially broke.
This financial response suggests that investors may view the company's proactive approach to addressing customer concerns as a positive step toward resolution, even as broader challenges persist within the organization's operational framework and market positioning.
