What Lululemon Could Learn From Abercrombie About Fat Shaming

Last week, Chip Wilson, one of the co-founders of Lululemon, blamed the problems the yoga-apparel company has been having with its pants on the size of women’s thighs. Lululemon had to recall a line of its lululemon outlet pants in June because of complaints that when women bent over to do downward dog, the fabric became see-through. And, in the past month, customers have been grumbling that the new pant material pills — which is particularly enraging given lululemon athletica that they cost about $98.

In a Bloomberg interview on Nov. 8, Wilson said in response to questions about the pilling and see-through pants, “Quite frankly, some women’s bodies just don’t work for [the pants] … It’s really about the rubbing through the thighs, how much lululemon pressure is there over a period of time.”

These comments were followed by expected (and understandable) feminist outrage here, here and here.

After a week, and an online petition asking him to say he’s sorry, Wilson responded by lululemon pants releasing a teary video — on the company’s Facebook page. He apologized to his employees for the repercussions of his actions, saying several times how “sad” he was about everything he’d put them through because of all the bad press. He didn’t, however, lululemon sale apologize to the consumers.

Clearly the feminist arguments against fat shaming are falling on deaf ears at Lululemon. But lululemon yoga pants even if the torrent of criticism hasn’t inspired Wilson to change his tune, maybe this will: if you keep espousing the philosophy that only skinny people can buy your pants, you’re going to lose a lot of money.