lululemon shares drop
Lululemon’s drab spring colors are turning customers off.

Things have looked brighter for Lululemon along with its brand of luxury athletic wear.

Lululemon (LULU) shares fell 17% in after-hours trading Wednesday after the company predicted its sales would likely drop This particular quarter. The culprit, according to CEO Laurent Potdevin: Its clothes don’t pop online.

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“We have clearly identified the issues: An assortment lacking depth in shade for spring, compounded with visual merchandising which did not powerfully translate our design vision,” Laurent said on a conference call for investors.

To stave off the problem, Lululemon will launch more colorful clothes on its website as soon as next week, Potdevin said.

The company’s problems aren’t all internal, though. Lululemon faces intense competition via companies like Nike (NKE), which is usually more than 10 times its size.

Related: Lululemon founder says company has ‘lost its way’

The athleisure brand had a solid 2016, with same-store sales up 4% within the past fiscal year. nevertheless the company said its current quarter sales would likely sink by a few percentage points at the stores which were open This particular time last year. A bad upcoming quarter would likely give its competitors room to grow.

Lululemon has been hurt by problems with its own merchandise before. In 2013, a recall of black pants which were too sheer — i.e. see-through — hit sales along with profits. CEO Christine Day had to step down as a result of the debacle. along with in 2015, Lululemon had to recall some women’s tops because hard-tipped drawstrings were injuring wearers.

sy88pgw (fresh York) First published March 29, 2017: 6:57 PM ET


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