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Lululemon’s new leggings gave people a long butt. They were forced to recall them!
8th August 2024
what if your favorite leggings suddenly gave you... a "long butt"? Yes, you read that right. Lululemon, the brand that practically invented the trend of athleisure, recently found itself in the middle of a fashion fiasco when its latest leggings turned into a punchline instead of a hit.
Just imagine this: You’re excited about Lululemon’s new $98 Breezethrough leggings. The brand promises lightweight fabric, quick-drying material, and a flattering fit. But as soon as you try them on, something feels off. That V-shaped back seam climbs from the base of the pants all the way up your back, and suddenly, your reflection looks more like a bizarre optical illusion than a sleek silhouette.
The Customer Backlash Begins
The internet noticed. And when the internet notices, it doesn’t hold back. One user on Reddit joked that the V-shaped seam made her look like she had a "whale tail," and not in a good way. Another TikTok reviewer pointed out, with a sigh, that the seam just didn’t sit right—literally. The result? The new leggings were quickly dubbed the "long butt" leggings, and not in a flattering sense.
Customers didn’t just laugh and move on. They complained, and they complained loudly. Reviews started pouring in, with the leggings receiving a mediocre 3.1 stars out of 5 across 112 reviews. The complaints were mostly about that troublesome back seam. One person after another expressed disappointment, saying they felt the leggings were anything but flattering.
Pulling the Plug on the "Long Butt" Leggings
Lululemon heard the uproar and acted fast. The company decided to pull the leggings from its website and stores, admitting that maybe, just maybe, they’d missed the mark on this one. A spokesperson for Lululemon stated, “We take customer feedback seriously and will incorporate it into future designs.” It was a swift and necessary move for a brand that prides itself on leading the athleisure market.
But this wasn’t just about saving face. It was about dollars and cents. JP Morgan analyst Matthew Boss noted that the backlash was enough to lower expectations for Lululemon’s revenue and profit growth this year. Ouch.
A Rough Year for Lululemon
This fiasco couldn’t have come at a worse time for Lululemon. The company’s stock has already plummeted by 50% this year, with a 16% drop just in the last month. Earlier in the year, they faced criticism for not offering enough color options in their leggings. Now, with the "long butt" leggings debacle, it seems like Lululemon is stumbling in an area they usually dominate.
To add to their woes, competition in the athleisure market is fiercer than ever. Brands like Alo and Vuori are nipping at Lululemon’s heels, offering trendy and functional athletic wear that’s capturing the attention of Lululemon’s once-loyal customers. It’s not just about who makes the best leggings anymore—it’s about who can stay ahead in a crowded market.
What’s Next for Lululemon?
So, what’s next for Lululemon? The brand has built a strong reputation over the years, and this isn’t their first stumble. They’ve survived controversies before, like the infamous sheer leggings scandal back in 2013 when customers discovered that some leggings were see-through. The brand apologized, made changes, and bounced back.
Will they do the same this time? It’s likely. Lululemon has already committed to making adjustments based on customer feedback. The spokesperson hinted that the Breezethrough leggings might not be gone for good—they’ll just come back with a few tweaks.
But the real question is, will customers give them another chance? The "long butt" leggings have left a mark, and it might take some time for Lululemon to regain trust.