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It\u2019s not you, it\u2019s the leggings. And even Lululemon knows it.\u00a0<\/p>\n
The athleisure brand<\/a> made an almost $100 dollar pair of leggings that allegedly flattened customers\u2019 behinds with an ill-placed back seam. The effect is that the wearer\u2019s backside is elongated. Released earlier this month on July 9th, the \u201cBreezethrough\u201d yoga pants line was unveiled to mixed reviews. Specifically, the V-shaped design<\/a> that stretches to the waistband was deemed as often unflattering.\u00a0<\/p>\n In response to the design backfire, $31 billion market cap Lululemon has pulled the product.\u00a0<\/p>\n Issues with thin material as well as what was called \u201cwhale tail placement,\u201d cropped up online<\/a> soon after it launched. \u201cI tried them on and they literally make [me]look rectangular,\u201d said a customer on a Lululemon Reddit thread<\/a>. Why is the seam on the back, the wearer pondered.<\/p>\n Lululemon did not respond to a request for comment.<\/p>\n Another commenter noted that the line was pulled from the online store quicker than they expected but that those who liked the pants would be able to get them in stores. The post was met with mixed reception. Some noted they liked the product and people were just sizing wrong. Others rejoiced. \u201cIt was Lululemon! Long live all the cute butts that fell victim to the crooked seam,\u201d a customer<\/a> joked.\u00a0<\/p>\n Profits are flattening out, too, as CNN<\/a> noted that the brand\u2019s stock slipped by 16% this past month and 50% over the course of a year. The outlet spoke to JP Morgan Chase analyst Matthew Boss, who noted that negative customer feedback was the driving factor behind Lululemon rolling back the product. Recently, shares for the company slipped to the lowest level since 2020<\/a>, to $247.32, but they are currently at $261.<\/p>\n Lululemon CEO Calvin McDonald said in an earnings call last month that \u201cbusiness remains strong,\u201d pointing to international business as a source of potential growth. Even so, the company is making up for some missteps last year.\u00a0<\/p>\n \u201cWhen looking at women\u2019s, we did not maximize the business in the U.S., which was the result of several missed opportunities, including a color palette and our core assortment, particularly in leggings that were too narrow,\u201d he added.<\/p>\n The product was marketed initially as a \u201ccool innovation\u201d for hot yoga, according to the Wall Street Journal<\/em><\/a>,<\/em> which viewed old emails from the company. Reporter Alyssa Lukpat suggested that the design backfire was an attempt to cater to other generations, as she pointed out that the Breezethrough collection looks like other leggings that became popular on TikTok, a Gen Z mainstay.<\/p>\n<\/div>\n