Maybe Lululemon Was Too Honest With Its #WeMadeTooMuch Hashtag

It's all about optics.

Lululemon, like many companies, took to Twitter to advertise a recent sale, using the hashtag #wemadetoomuch to let folks know they should take advantage of a good deal. But, according to MarketWatch, that level of honesty was not what investors wanted to hear.

By Monday, the company’s stock had fallen 4.8 percent. This after an increase of 40 percent over the past four months. Overall, Lululemon has had a rough year with their see-through pants snafu and execs who don’t have a clue about how to talk with the media. On top of that, the MW article notes that Lululemon isn’t known for having clearance sales. So maybe this was all a bad omen of things to come.

If it weren’t for the string of mishaps, there probably wouldn’t have been a problem with them saying they have some extra gear that they’re putting on discount. In this case, as in fashion, it’s about appearances.

Turns out the company announced some great results yesterday. (The upcoming results were the reason a company spokesperson didn’t respond to MW when they asked for comment on the earlier story, according to MarketWatch.) Even with a less-than-rosy outlook, net revenue was up 16 percent to $602.5 million and comparable store sales were up five percent.

And they’re even attracting men with their ABC pants, the ABC standing for “anti-ball crushing.” This can’t be real life.

CEO Laurent Potdevin says the pants are designed to let “the family jewels” breathe. (Are we still saying that?) “The retailer offers clothes for men’s workouts, commutes and the office, divided into sweat, post-sweat and no-sweat categories,” reports Bloomberg. “As it adds more lengths, colors and styles to the men’s assortment, Lululemon is looking to expand the collection’s real estate to boost sales.”

After messing up so much with women, the company is finding increasing success with men, which should reassure investors. But prior to Thursday, the only thing that investors seemed able to see were all of the mishaps. If the good news continues, there’s a chance that #wemadetoomuch wouldn’t really bother anyone as a promotional hashtag.