Your Brand Is What Your Customers Say It Is!

Is this true?  Is your brand really whatever your customers say it is? You’re darn right it is.

Designer Eileen Fisher learned this lesson last year.  The hard way.  Eileen created a media storm last year when she behaved as if her fashion brand belonged to her, and not her customers.  First she offended Rosie O’Donnell, a loyal customer from a core demographic.  Mistake #1, was offending Rosie O’Donnell.  Rosie is vocal,  has a huge bull horn (Sirius XM radio to speak from) and has publicly shared her unabashed love for Eileen Fisher’s clothes for years.  Mistake # 2, Biting the hand that feeds you.  Ouch!

Mistake #1 Offending Rosie O’Donnell

On her Rosie Radio show, O’Donnell shared a conversation she had with Eileen about the designers line. Rosie said she told Eileen, “On behalf of every plus size woman in the world, I just want to thank you.” Eileen’s final response after they traded a few barbs.  “Well, it’s just not the image we are going for.”

OMG!  Missing a sensitivity chip Eileen?  Forgetting who the customer is?  Rosie is not the image you are going for!!!  OOOh, that one hurt. Rosie said later “it was like someone stabbed me in the heart.”  “I was like, ‘OK, Eileen, we’re broken up. I am wearing Donna Karan from now on.’”

Ok Eileen,  listen up. I bought your line for many years for my boutiques and the “Rosie demographic” – as in “fit challenged”, middle-aged women with money who talk is exactly the image your brand is known for. Not size 2, younger, hipper women with a defined waistline and a thirst for fashion.

Don’t get me wrong. Your line is a great line. It’s generously cut, washable designs with a huge passionate following among  real women.  Real women with real “fit challenges”.  Real women who purchased  $273 million dollars of your stuff in 2009.  Real women who drove your growth when other retailers were  just gasping for breath. Your passionate following currently is not the size 2 younger, cooler woman with a defined waistline and a thirst for style.

Mistake # 2 Biting the Hand That Feeds You

C’mon Eileen.  Don’t fool yourself.  I know you want to change the perception that only bigger, older women buy your clothes.  You have to.  But right now they’re the ones feeding you.  You have to be relevant among a younger generation of shoppers, I get it.  Saying you are doesn’t make it so.  And saying it won’t get you there. And alienating the women who got you where you are today won’t make it happen.  You need to be open and honest and share your plans with your existing customers.  And a touch of diplomacy in the future won’t hurt either.

Transitioning your store or brand  to a younger demographic is a straddling act.  At some point (if you’re around long enough) your boutique or brand will have to do this.  Here’s how I did it.  I wanted to attract more of my customers daughters.  First, I shared my plans with my customers and asked them to help me identify brands their daughters would love and they would love.  They were more than eager to help.  The next trip to market I was armed with dozens of new possibilities.  I selected the top six to test.

When the merchandise  began arriving in-store the moms were my biggest promoters.   They made sure they told everyone it was a great place for mother-daughter shopping!  Exactly what I wanted to hear.  Exactly what I wanted them to say.  Painlessly, seamlessly, a new brand image was formed.