Social Media Guidance for Mystified Marketers

Dear Bob & Doug:

I represent a major athletic apparel company specializing in yoga wear. We sell at dizzyingly high price points in 200-some stores in Canada, South Canada, Australia and New Zealand. A couple of years back, people started complaining about colors running and bleeding. Paris Pink was especially problematic, and we were forced to do a recall.

But that was nothing compared to our fabric problem. Three months ago, we had to recall our black yoga pants, because they were too sheer and revealing in what we call the buttular-vaginal corridor. A woman bending over would be displaying, basically, a relief map of her nether region. This was due to a Taiwanese supplier fulfilling all the technical specs but not actually asking anyone to put on the pants and bend over. As a consequence, one of our executives left the company to pursue personal interests. All in all: sheer madness.

Needless to say, we took a bit of a drubbing on social media back in March. Now that we are getting the improved yoga pants into our pipeline, should we alert the world on Twitter, et al.?

—Vinaceous-Faced in Vancouver