Like many of us throughout the pandemic, I’ve had some time on my hands.
An opportunity to skim the 50 plus email blasts received on a daily basis from leading fashion retailers.
Most are on track with outreach.
However, one retailer in particular stood out as being completely out of touch with our unprecedented reality.
A recent embarrassment from said retailer had the caption: “Wild Style” with a model in a sad, dreary animal print dress boasting: “No Plans? No Problem. Striking prints & playful silhouettes bring all the fun that’s needed.” But here’s the problem(s): A) no one wants a sad, dreary animal print dress (not in the midst of a pandemic & frankly not ever) and B) what fun? Are we really having fun yet?
No wonder this particular retailer is on the brink of bankruptcy:
No clue as to how to communicate with the end consumer.
This is THE retailer that introduced multi-brand luxury E-commerce to the U.S.! Ironic how the first can finish last, never evolve and worst of all: have no sensitivity to the times.
Yes, they have had a significant focus on beauty and promotional blasts throughout these last few months (which makes more sense these days then their pushing cocktail dresses and tuxedos on us, but it didn’t stop them for trying).
However, we can all live without “Party Perfect” and “Necklace Layering 101” for the moment! First off, if you’re going to a party, please social distance and be sure the guest list does not exceed 5 and wear a mask. Then, if you need help layering your necklaces, please know that you are far better off then most these days (and bless you for having so many necklaces that you don’t know what to do).
My favorite newsletter of all time from said retailer, was dated Tuesday, March 31, 2020, subject line: “A message from our CEO”. You may have missed it, as one would think, “who cares?”. I, for one, was curious and upon opening, something jumped off the page under “Temporary Associate Impact”. The CEO announced to the world that he had waived 100% of his salary to do his part to support the company. How admirable!
Subsequent articles revealed that this same CEO will rack up 6 million in bonuses (yes, that’s right) to see the company through its bankruptcy. Now that would have made for a more illuminating email blast! Poor me, I’m waiving my salary to support our company, but please don’t worry, I have 6 million coming my way!
Of course, I’ve since unsubscribed to said company’s ‘updates’.
While it pains me that such an iconic retailer could fall into the wrong hands and may no longer be around, it seems that may sadly be the one trend they got right of late!
Don’t get me wrong: I do love and respect our business.
yet I more and more often, I wonder whether the evident aloofness and prolonged detachment expressed by some sectors of the business are the real, major culprits of its demise.
Let’s re-connect with the (real) world!