Lululemon Case Summary

Lululemon is a successful clothing company that sells yoga pants, with women as the main targeted demographic for the yoga pants. There was an issue that came up with the yoga pants as they were too sheer and people could look right through the pants after a certain amount of time and use. When customers started to complain about the fabric and quality of the yoga pants, the founder, Chip Wilson, pointed his finger back at the women and complained about their body sizes. Later, he apologized for the first statement, but he apologized to the employees instead of to the women. This didn’t really hurt the sales of the company but it did lower some stocks for the business. The stockholders (and customers) were offend and didn’t think Wilson was even apologetic.
Lululemon should have used the Five I’s strategic analysis stages: find the issue identification(s), find interested strategic stakeholders, find incentive of stakeholders, find information/objectives for the situation, and find a strategy to resolve the situation. The company should have identified the issue first. This stage could have helped the company deal with the situation. The problem at first was the yoga pants ended
This involved a lot of steps like finding the power of the stakeholder, the urgency on the problem at hand, and determining the consequences of the problem. With this, every stakeholder has some people but some have more power than others. The suppliers don’t have a whole lot of power, next would be the employees, then stockholders, and then finally the most important would be the customers. The customers are the ones who can take the most actions against the company over the problem. The customers felt like they were lied to when they bought the yoga pants and were ripped off for some see through pants and the customers were offended when the found blamed the problem on them instead of putting the blame on