we believe it takes an inspiring story to make people buy
So what is with the whole backlash at Mike Jeffries CEO Abercrombie and Fitch about???
Chronology of events:
Give the guy a break:
He was honest and BOLD. Too bad if you dont see how most brands are doing the same thing. Honestly tell me how many brands make apparel that flatters the ‘not so caltwalk slim’? Have you been to Zara with a some holiday weight, you will come ont wanting to wither hit the guy or get a donut. Wake up, they ALL DO IT.
The number of people I have met customer and friends included who got to brands that make apparel for plus sizes. Think of how many such people you know. In fact there are certain brands that make their money only because of the large sizes they offer.
And oh what a shock it is to know they burn their stock instead of donating it to the poor. Here is some news for you ALL luxury brands burn their unsold or damaged stock. It is not because the don’t care for the poor, it is because they have a brand to run and a demand and supply curve to manage.
Dear whoever you are,
Firstly what was your first sign? The hot store representatives didn’t give you a clue about the brands positioning?
More importantly, I must give it to you for the fantastic work you have done on making the story sharable and ensuring it is shared. But I hope you are aware that this story will die and the brand will continue to sell, so not so good a job in identifying the story.
Businesses must beware of how quick and easy it is to craft and share bad stories. Do you have a plan in place. Listen to the stories your customer is talking about and you could well be able to avoid misunderstandings before they become too large.