Second Chance Pants
Lululemon Recycles Recalled Pants
Lululemon has come out with a “Second Chance Pant” after the recall of the Luon yoga pants in March 2012. The recall took place after the company received numerous complaints from customers about the pants being too sheer. The Luon pants were eventually taken off the shelf losing the company approximately $67 million in revenue this past year. Lululemon is now trying to turn that negative public image around by revamping and reconstructing the previously recalled pants. The company called this move “innovative upcycling” they have added extra fabric to the new pants to avoid sheerness.
On the tag for the new pants it states:
- These pants were inspired by a need to find functional and beautiful design
solutions for our sheer pants. This is what celebrating failure looks like!- We added mesh panels on the sides and a luon fabric panel across he back to give you the coverage you need in Down Dog
- Our signature Luon fabric is moisture wicking and four-way stretch
The new pants are priced at $92 only six dollars less than the original pants before they were pulled from stores. The “Second Chance Pants” hit the shelves in mid-October. Along with the re-made pants the company is also producing a thicker replacement for the original pant. The new pant will be called Full-On Luon and is predicted to be in stores by July. The process and choices the company made and went through are an example of Situational Theory.
Situational Theory recognizes that not all stakeholders are actively working equally with others in an organization. For Lululemon their audience was the first to recognize a problem. Soon after the company recognized the problem they decided to do what was best for their consumers and not what was going to necessarily benefit the company financially.
- Problem recognition- must be aware there’s a problem
- Constraint recognition- how the audience must make a decision
- Level of involvement – how is the audience or public involved in the issue
In this example I would argue that Lululemon was proactive in their problem recognition. The decision to re-make the old pants was innovative and responsible on Lululemons part. The company was smart by recycling the pant and transforming a faulty product it into something functional. By recognizing they were at fault and finding a solution that was not wasteful the company showed true commitment to their customers and manufacturers. When they could have easily not fixed the problem and created an image of a company that produces over-priced low quality product. Lesson thoroughly learned by Lululemon to fully test products before putting them on the self.
By: Claire Tannler
Sources:
http://www.businessinsider.com/lululemons-second-chance-pants-are-genius-marketing-2013-11 http://www.nbcbayarea.com/entertainment/entertainment-news/Lululemon-Recycles-Recalled-Pants-After-Sheerness-Outrage--232299321.html http://www.examiner.com/article/lululemon-back-stores-92-recalled-second-chance-pant-on-shelves