LuLuLemon is guilty of this. Their quality was pretty good about 10 years ago, but since then all the materials have gotten thinner and less durable. I have some LuLuLemon clothes from 10+ years ago which outlasted things I bought 3 years ago.
Now the quality is objectively bad and things get holes right away or are not even tailored correctly, but hey $7 billion wasn’t enough for Chip Wilson so he is going to keep sucking the brand dry.
Lulu also fell prey to a typical pattern of building a brand on quality, at a higher price point for higher income consumer. Then as they grew and targeted the broader market, getting copied by low cost competitors and then trying to pivot to compete with them.
You see similar in NYC with fast casual / quick service type places that scale from 2-3 locations into a national chain. Stuff becomes less handmade, less fresh, ingredient quality goes down, all the care&attention gets optimized away into a sad bowl of slop.
Now the quality is objectively bad and things get holes right away or are not even tailored correctly, but hey $7 billion wasn’t enough for Chip Wilson so he is going to keep sucking the brand dry.