Restoring customers' faith in the Lululemon brand remains a work in progress.
After the company's announcement on Thursday that its quarterly same-store sales declined for the first time since 2009, new CEO Laurent Potdevin told CNBC that the activewear company "let down our guest a little" by failing to innovate the product, which in turn prevented its traffic from rebounding.
The anemic customer traffic levels also come in the wake of a series of company gaffes last year, including comments from former CEO Chip Wilson that the brand's pants weren't meant for all women's bodies. Those remarks came after a highly publicized recall of the firm's marquee luon pants, which were reported to pill and become sheer.
"When a brand gets an attack, there's a defensiveness that can look like arrogance, but there's no arrogance here," said Potdevin, who joined the company from TOMS Shoes. "We're working with humility and a focus on being inclusive."
Potdevin told CNBC that the once high-flying yogawear company's plan to accelerate international expansion is the right move for growth, citing momentum from events in London, Shanghai and Singapore. He also spoke of an opportunity to strengthen the company's team and message.
"Lululemon lost its voice and it stopped sharing what it stands for and how it gives back to the community—we're working on changing that," he said.
Lululemon shares are down about 19 percent on the year, near $50, despite ticking 5 percent higher after its earnings report. In addition to its internal struggles, the company has been experiencing increased competition from brands like Gap's Athleta, which opened 30 stores last year and has plans for 30 more in 2014.