Lululemon, the renowned athleisure brand, has recently found itself in hot water following the launch of its Breezethrough leggings. Introduced earlier this month, the leggings were quickly met with a barrage of criticism from customers who found the design unflattering and the fit problematic. The most contentious feature was the V-shaped seam at the back, which many customers described as giving them a "long butt" or a "whale tail" appearance.
The backlash was swift and widespread, with social media platforms like TikTok and YouTube flooded with negative reviews. Influencers and everyday customers alike voiced their dissatisfaction. For instance, TikTok fitness influencer Kathryn Mueller criticized the exaggerated V cut, stating, "I think this is a little bit too exaggerated. It's going a little bit too high over the hips. For $98, I'm not super impressed with these". Similarly, YouTuber Alexandra Alvarez echoed these sentiments, saying, "For me personally, I don't find it flattering and I don't like it. Honestly, they kind of missed the mark with this".
The negative feedback was not limited to social media. On Reddit, the Breezethrough leggings received mixed reviews, with one user lamenting, "I was hoping the V shape in the back would be flattering but it was too aggressive for me. All I could see was a whale tail/giant arrow pointing to my butt crack". This sentiment was echoed by many others, leading Lululemon to make the difficult decision to halt sales of the product.
The impact of this decision was felt immediately in the stock market. Lululemon's shares plummeted by over 9%, reaching their lowest level since May 2020 . Analysts were quick to adjust their forecasts, with JPMorgan's Matthew R. Boss lowering his earnings estimates for the year. Boss noted that the leggings received an average rating of just 3.1 stars out of 5 from 112 reviews, with the back seam frequently cited as a major issue.
In response to the backlash, Lululemon issued a statement emphasizing their commitment to customer satisfaction. "We have made the decision to pause on sales for now to make any adjustments necessary to deliver the best possible product experience," a company spokesperson said. This move underscores the importance of customer feedback in product development and the challenges that even established brands can face when innovation misses the mark.
The Breezethrough leggings debacle comes at a challenging time for Lululemon. The company has been grappling with a shift in consumer preferences away from activewear towards fashion apparel. Citi analyst Paul Lejuez highlighted this trend, noting that "money spent on apparel is not going toward leggings/workout wear". Additionally, Lululemon has faced criticism for its limited color palette and size availability, further complicating its efforts to maintain its market dominance.
Despite these challenges, some analysts remain optimistic about Lululemon's future. Janine Stichter of BTIG believes that the brand can bounce back if it addresses these issues effectively. "The consumer is there, they are willing to buy when the product is right, even at a high price. But the company has to execute, and they've kind of been getting in their own way," she said.
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