Lululemon’s ‘Second Chance’ Pants May Be A Genius Marketing Move But Are Customers Buying It?

November 15, 2013  |  

After a very public fail, are trying yoga clothes maker Lululemon is trying to lure back its customers in a very unique way.

Trying to spin its sheer yoga pants debacle in its favor, Lululemon Athletica is attempting to move on from by casting some humor on the situation with the “Second Chance Pant,” a patched-up version of the inventory that the company recalled in March, reports Business Insider.

While the $92 pants have sparked some criticism on social media, a brand consultant says they are actually a genius marketing tactic. Plus, it makes use of inventory that would otherwise go unsold. “As a business decision and as a reputation decision, it’s a good move,” Gary Hagins, chief operating officer of Reputation Management Consultants told Business Insider.

“It’s a fun way to make light of the situation and it’s consistent with a politician who makes an error and then books ‘Saturday Night Live’ to make fun of it,” he added.

In March the way-too sheer bottoms were recalled and accounted for about 17 percent of the company’s inventory, which could have cost Lululemon up to $67 million in revenue this year.

For the revamped “Second Chance Pant,” the company sewed an extra layer of fabric onto the back of the pants and added strips of see-through mesh along the legs, reports Business Insider.

And the tag for the pants makes light of the situation.

“These pants were inspired by a need to find functional and beautiful design solutions for our sheer pants,” the tag reads. “This is what celebrating failure looks like!”

According to Hagins said this is a good way for a company to address a major failure.

“When people do admit a mistake and try to address it, the public reacts favorably to it,” he said.

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