Is this the first implementation of Lululemon's new "humility" strategy with which the company recently said it would approach 2014?
In what is clearly an April Fool's joke, Lululemon promoted a new "product" on its homepage Tuesday: "Spray-On Yoga Pants."
"Designed for lightweight flexibility and versatility, our newest innovation, Spray-On Yoga Pants, will take us to a through our practice without the fuss," reads the hilarious description. Of course, Lululemon can't take all the credit. The joke is based on Jimmy Kimmel Live skit from a few days ago, which you can watch below.
The stunt is a clear nod to 2013's see-through pants scandal, which ultimately wasn't funny at all: It resulted in the exits of the company's CEO and chief product officer and, compounded with increasing competition, likely contributed to the brand's slowing sales last year. So while the spray-on pants stunt may be a joke, it's likely also a strategic attempt to get consumers to like the company again.
Is it working?