Lululemon Athletica Inc. - Moving Forward With Humility
(4 pages of text)
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.
This case can be used in communications courses including public relations, reputation management and communication strategy to achieve the following objectives:
- To place students in the decision-making role of a new chief executive officer who must devise a strategy to rebuild trust and repair the reputation of a company damaged by recall and controversy.
- To have students discuss the importance of managing one's personal reputation while acting as the face of a company.
- To give students the opportunity to consider a company’s various stakeholders and how best to appeal to them.
- To open a discussion about the importance of language and its effect on reputation.
Canada; United States, Large, 2013
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