Last year the popular female-focused activewear company Lululemon accused Calvin Klein of stealing the design for its popular yoga pants. Today, however, the brand isn’t quite as proud of its signature product–turns out that many of its black yoga pants are “unintentionally see-through“, and the discovery has prompted a wide-scale recall operation that will involve 17% of all pants sold in its stores.
The company followed the news with a cute statement about how it wants fans to “Down Dog and Crow with confidence” and “felt these pants didn’t measure up”. Lululemon also offered full refunds and promised followers that all the offending pants would be recycled.
But the recall (cause as yet unknown) will create a product “shortage” and greatly harm profits at the otherwise white-hot company. This isn’t the first time that some observers have called these pants “too revealing”, either: in 2011 a Catholic high school in Canada prohibited all students from wearing them or any pants like them.
How can the brand’s PR team counter this bad press?