lululemon and Under Armour Strike Vastly Different Consumer Branding Poses

Many of you may know lululemon as the ultra-trendy vendor of uber-hip yoga apparel. For business journalists, lululemon is simply the gift that keeps on giving. That's because of the repeated and stunning capacity for ineptitude demonstrated by its leaders. Exhibit A: Founder Chip Wilson, who last week said his company's yoga pants just don't work for some women's bodies. I first wrote about lululemon back in March, when the company came under fire for the sheerness of its yoga pants. Customers complained that they were basically see-through. The result was a recall of 17 percent of its pants inventory.