Think for a moment about the hottest brands when you were in high school. Or college. Or even 5 years ago.
Both business and in fashion, things can turn from hot to NOT almost overnight. Over the course of marketing history, there have been many brand blunders, resulting in top brands losing their “cool” factor.
One day sales were skyrocketing, and the next, these brands were learning the hard way that you can’t stay on top forever. Here are some of my top favorite brands that lost their cool factor and what we can learn from them…
The Brand: Coach
What They Did Wrong: Plastered their logos over everything they sold.
Logo plastering is one of the many common brand blunders that seems to be repeated too often.
Brands have a hard time competing when their logos don’t have longevity and are no longer in style. Coach is currently trying downplaying their infamous “C” trademark and trying to gain back their fashion-forward customers. They hired a new creative director, Stuart Vevers, who will give Coach products a much-needed makeover. The image to the left compares the old, logo-centric Coach designs (on the left) to the cleaner new designs (on the right).
What we can learn: It’s not all about you, brands. Make your customers’ needs, style, and user experience your priority, and you’ll experience some real staying power.
The Brand: The three ‘A’s (Abercrombie & Fitch, Aeropostale, and American Eagle)
What They Did Wrong: Not staying current with fashion trends.
These former teen retail giants are losing customers because they are struggling to keep up with the changing fashion trends. Many teen retailers have been losing customers to fast-fashion companies such as H&M or Zara. Fast-fashion is when the latest runway trends are made with low-quality fabrics and sold at lower prices.
What we can learn: Brands have to roll with the times, or show why they aren’t. If you aren’t coming out with a new product or service to reflect the next trend, it should be because your consumers are constantly raving about how “classic” you are.
The Brand: Lululemon
What They Did Wrong: Low quality products & poor reaction to media’s questions on a recall.
Product quality is another big cardinal sin among brand blunders. Lululemon’s trouble started with a recall on Luon yoga pants because they were “pilling” and becoming sheer with normal wear. When media questioned founder Chip Wilson, he responded with “Frankly, some women’s bodies just don’t actually work [for the yoga pants],” This comment was taken as a extremely discriminatory, and started a media fire.
What we can learn:
Listen to customer feedback, dedicate a marketing strategy team or marketing partner to help stay ahead with social media listening. Also, don’t forget that crisis control plan!
What was your favorite brand that’s not hot anymore? What do you think about these brand blunders and they could have avoided a backslide?