Lululemon's 2013 Public Relations Disaster

By James Mendez

University of North Texas

Mayborn School of Journalism

2013 was an amazing year. Lance Armstrong finally admitted to using performance enhancing drugs, Paula Dean became a racist, the word "Twerk" was added to the dictionary and just about everyone in America took what has become known as a “selfie”. While all of these awesome things were happening, some not-so-awesome incidents occurred as well. Over the next 300-400 words, I am going to discuss (in my opinion) one of the biggest Public Relations disasters of 2013.

This guy is running the selfie game.
Photo via Death and Taxes Magazine.

Below is a picture of Lululemon co-founder Chip Wilson. If you are unfamiliar, Lululemon is a high end brand that makes yoga clothing. The brand began to receive some complaints in 2013 that there yoga pants were not only see through, but that they also pilled, or grew those tiny fuzz balls everyone hates. In an attempt to protect himself and his company, Mr. Wilson responded in a, well, very non-traditional manner.

Former Lululemon Chariman Chip Wilson.
Photo via UC Calgary.

According to a Business Insider article, Wilson stated in November 2013 that, “"They (the Lululemon pants) don't work for some women's bodies...it's really about the rubbing through the thighs, how much pressure is there over a period of time, how much they use it.”

This insensitivity may not come as a shock to those who have been following Lululemon for quite some time. In a 2005 Calgary Herald interview, Mr. Wilson stated that it takes 30 percent more fabric to create “plus size” clothes and due to that fact, “It’s a money loser, for sure.”

Watch the video here: Lululemons Chip Wilson says some women should'nt wear his brands pants

While the majority of sane people most likely would have never made a statement like this, Chip didn’t seem to think there was anything wrong with what he said. After his comment made quite the negative impression on people, he put out this “sincere” apology where he can be seen nearly in tears.

                                               Chip Wilson Apology via YouTube

After this apology video only offended more people, Lululemon and Wilson decided that it was best if he step down as chairman.

So what can we as PR professionals learn from Chip Wilson and Lululemon? I think the main thing we can take away is that companies need to have control of their employees, including the higher ups such as founders and CEO’s. These types of employees, as the leaders of the company, can do a lot of damage with just a few words.

Second, I believe that it is crucial for companies to screen, screen and re-screen the video, posts and graphics they are allowing to go public. I truly cannot imagine that if each and every employee at Lululemon had seen that apology video prior to it going public, that no one would have ever seen it.

I do think that the only wise decision Lululmeon made in this case, was to have Chip Wilson step down. No one can hear him once you take away the podium and microphone.