Lululemon pulled its newly-released $98 leggings line over customers complaining about the unflattering style.
The high-end athleisure company pulled its Breezethrough leggings off the shelves after consumers noted that the V-shaped back seam, which rises up from the seat of the pants all the way up to the lower back, did not do any justice for their behinds.
The product misstep is the latest challenge for Lululemon, which has seen its stock plummet by 50% this year, falling by 16% just this past month.
Social media users mocked the leggings’ appearance, with many comparing the back seam to a ‘whale tail’ or a ‘giant arrow pointing to the butt crack.’
Despite marketing the product as innovative and lightweight with quick drying material, Lululemon appears to have misjudged consumer preferences.
Lululemon pulled its newly-released $98 Breezethrough leggings line after several customers complained of its unflattering shape.
The high-end athleisure company pulled its newest release off the shelves after consumers noted that the leggings’ V-shaped back seam, which rises up from the seat of the pants all the way up to the lower back, did not do any justice for their behinds
‘I was hoping the V shape in the back would be flattering but it was too aggressive for me. All I could see was a whale tail/giant arrow pointing to my butt crack,’ one person on said in a Reddit post.
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‘What’s really weird actually with these ones is the back seam,’ a reviewer on TikTok said in a video.
‘Do you see that? I’m not sure what’s going on over there, but that’s not very cute.’
The customer said she is returning the leggings.
‘I also am not a huge fan of the butt seam. I just think it’s a little bit extra. Don’t love it,’ another reviewer said in a TikTok video.
According to JP Morgan analyst Matthew Boss, the leggings received poor reviews (receiving 3.1 stars out of 5 on 112 reviews), with the back seam being the primary complaint, giving customers what they referred to as a ‘long butt.’
Overwhelmed by negative feedback, Lululemon decided to temporarily halt sales and redesign the product.
The company acknowledged the issue, stating it would incorporate customer feedback into future designs.
Social media users mocked the leggings’ appearance, with many comparing the back seam to a ‘whale tail’ or a ‘giant arrow pointing to the butt crack’
‘We have made the decision to pause on sales for now to make any adjustments necessary to deliver the best possible product experience,’ a Lululemon spokesperson told CNN.
The decision comes as Lululemon faces increased competition from other athleisure brands and grapples with supply chain challenges.
The company previously admitted to missing out on sales due to limited color options for its popular leggings.