Is the Apology From Lululemon's Founder Enough?

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Nov. 12 (Bloomberg) -- Addis Creson CEO Steven Addis and Macquarie Group's Liz Dunn discuss Lululemon founder Chip Wilson's apology for his comments about the company's sheer pants. They speak on Bloomberg Television's "Street Smart." (Source: Bloomberg)

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Frankly, some women's bodies just don't work for it.

The rubbing for the flies, how much pressure is there.

Chip wilson told me on this set that lulu's pants are not made for all women's bodies.

It spurred numerous articles, tv debate, and a petition asking him to say he's sorry.

Now he has.

I'm chip wilson, founder of lulu lemon athletica.

I would like to discuss the bloomberg interview.

I am sad.

I am really sad.

I am sad for the repercussions of my actions.

I am sad for the people that have had to face the brunt of my actions.

I take responsibility for all that has occurred and the impact it has had on you.

I am sorry to have put you all through this.

For all of you that have made lululemon that is today, i ask you to stay in the conversation above the fray.

Prove that the culture you have built cannot be chipped away.

Thank you.

Is his apology the final chapter in the sheer pants saga?

Liz dunn, senior consumer analyst and ceo -- you say that you see through him the way that people see through his yoga pants.

What do you mean by that?

Why don't you think what he did worked?

He focused on the internal audience, protecting the company.

His words were directed at his employees.

But where is the consumer in the conversation?

I felt like he should be taking responsibility for the half of the consumer.

He could have said that this was an opportunity to show that they are an innovative company and trying new things.

Sometimes they fail.

Instead of trying to explain the reason, he should've taken responsibility and focused on the fix.

That is what he could've said in the interview with me.

But what could he have done differently in this apology?

Focus on the consumers.

Talk about the inconvenience and not just about the insulating that the company is doing.

You have gone there and when you went there, you said these pants are not made for all women and it is about the rubbing through the thighs because that is what is creating it.

How do you take it back?

I think it was good to apologize quickly.

It is unfortunate that he didn't really word the apology to the consumers.

It looks like he was nearly crying.

It was heartfelt enough, but i think he was apologizing for the fact that this had an impact on the other employees.

Not the consumer.

This is a company that is supposed to make men feel good about themselves.

He did not seem to be apologizing for what he said, but for the repercussions, what happened after you told the world that the pants are not necessarily made for plus size women.

Which is probably true.

Maybe he should announce a new line of pants that are made for bigger women.

This is an opportunity for a make-good.

A company that responds well to their mistakes and engender greater brand loyalty after the fact is like the mistake never happened to pending on how they handle the situation.

I don't think that this is about plus size women.

I think he was saying that women's bodies are made wrong, which is a big gaff for a ceo.

I think they can recover from it.

If you are a woman on the larger size and bought yoga pants before, do you think twice now before going in that store?

Perhaps you were already turned off by quality problems and some of those things.

If it is true that this is caused by the fact that some of these women are larger size.

We have seen the stock price fall a bit, down about four percent.

Since the interview here on street smart.

The stock is not made for plus size investors.

Not all investors want to own lululemon stock.

Especially if they're thighs rub together.

-- their thighs rub together.

This has gone on a number of days.

Does this blow over and they move on?

I think that this does blow over but they have to answer if they have quality issues.

This has been an ongoing thing with the sheerness, stitching.

I think investors are concerned.

If this is just about awareness -- abercrombie had these issues as well.

In terms of an outspoken person at the top.

It was a bigger issue for them because he stood by his comments and said they don't want that people.

I don't think that ship went that far.

He just said that the fabric is rubbing together.

We spoke with the ceo of under armour making a play for this market share.

Is this a chance for those competitors to get in there and take it?

Right now, we are seeing that there needs to be more inclusive in the end brands like this and less exclusivity.

Especially exquisite -- explicit exclusivity.

We don't expect perfection from companies, but we do expect when they make a mistake to fix it.

When they don't, it leaves an opportunity open for competitors.

Let the competition begin.

He will just keep these jokes going.

Lindsay von says they are inclusive, pants are made for everyone.

We heard from jcpenney saying that our yoga pants are made for everyone.

And nordstrom has come out and said that.

Everybody is jumping on the bandwagon.

Stephen and liz, thank you so

This text has been automatically generated. It may not be 100% accurate.


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