Lululemon's (NASDAQ:LULU) yoga pants are returning to the chain's stores, but the retailer is taking no chances when it comes to convincing customers that the pants now have enough fabric that they won't be see-through, Huffington Post reported.
The "Back in Black" marketing campaign will begin with what CEO Christine Day called a "soft launch" during an earnings call on June 10. That will last until the chain is fully restocked with the popular $98 item. "Then there is a complete guest education, including new style and fit guides that are online," Day said. "There's also a guest feedback forum, there's videos online, there's an online monitor's site called Ask Brit."
Day added, "If you do go to our website, you will actually see already today far more support and education for the customer, and we'll begin more unique Lululemon outreach in the middle of July."
That may be overkill. "I thought it was overcomplicating a problem," said Dorothy Crenshaw, CEO of New York PR agency Crenshaw Communications. "But when you have a brand this big with a following this loyal, you probably have to bend over backwards to solve the problem and then overcommunicate your solutions to the problem. It's far better to overdo it than underdo it."
On the other hand, it may be that Lululemon is intentionally turning the necessary we-fixed-it publicity into a full-blown relaunch of the yoga pants. Months of snickering mainstream coverage of the too-sheer pants has generated awareness among a huge number of potential customers who never heard of Lululemon before the see-through fiasco. This isn't just an opportunity to keep its existing customer base happy. As long as the chain has to spend money on the campaign, spending a little more to see if it can snag new shoppers only makes sense.
- See this Huffington Post story
Lululemon's Secret Language
Lululemon CEO Stepping Down After Sheer Fabric Headache
Lululemon's Sheer Problem: A Heads-Up That Quality Control Needs To Be Rethought?