Case Name :      Lululemon Athletica Inc. – Moving Forward With Humility

Authors :           Mary Weil, Julia Cutt

Source :             Ivey Publishing

Case ID :            W14320

Discipline :        Marketing

Case Length :    08 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

On March 27, 2014, the new chief executive officer of Lululemon Athletica Inc., headquartered in Vancouver, British Columbia, has just announced the previous year’s flat fourth quarter results. These unimpressive financial figures have amplified the need to address the company’s damaged reputation. In 2013, the apparel brand faced a product recall and a public relations backlash after a controversial interview and botched apology by its founder, as well as the resignation of several key executive employees. A communications strategy must be devised to repair the company’s reputation and regain the trust of both investors and customers.