Article

Ben Hollom
Ben Hollom 5 November 2014

Email Blast And Other American Apparel Mishaps

How do you decide which events to piggyback?

What is a good Content Marketing Strategy

 

Staying current is more important than ever for brands as they go about implementing their content marketing strategy, in order to keep up with ever-shifting social media. Those that are slow to react induce rolling eyes, which is often followed by a user hitting the “Unfollow” button.

 

That´s not to say brands should attach themselves to everything that´s going on in the world, but look to capitalise on events that are suited to their marketing approach or business ethos.

 

Piggybacking for the sake of it makes your brand look like it´s trying too hard – in an age when everybody else is cleverly executing nuanced strategies which appear to dovetail seamlessly with topical events. It´s a lesson that American Apparel learned the hard way a couple of years back.

 

During the storm of Hurricane Sandy – which wreaked havoc on seven countries and took the lives of 286 people – the clothes retailer decided to use the natural disaster as a springboard for a promotion.

 

American Apparel sent out an email to its subscribers

 

They offered 20% off to customers in nine Eastern states for a 36-hour period aimed at those “bored during the storm”. All people had to do was enter “SANDYSALE” at the checkout, the ad stated. It prompted a predictably angry response from readers, who took to social media to announce that it marked the end of their custom with the retailer.

 

American Apparel´s reply was somewhat half-hearted, almost suggesting that it has to use such tactics to keep afloat.

 

“Retail stores are the lifeline of a brand like ours, so when they are closed, we need to come up with ways to make up for that lost revenue,” it read, before moving on to pull on its customer´s sense of nationalism:

 

“People forget how expensive it is to run a Made in USA brand like American Apparel, and if we made a mistake here, it came from the good place of trying to keep the machine going – for the sake of our employees and stakeholders.”

 

Still in the news

 

American Apparel has been in the press again recently with the posting of an image on their Tumblr page of the Challenger explosion in 1986 quickly with an apology that the social media employee who posted it was not born when the tragedy occured. See here on Buzzfeed.

 

The company still has dark clouds looming as founder Dov Charney unabled to be removed. Read the Huffington Post ’Somehow Dov Charney Still has a Job’ and Forbes ’In Business in and Life, Dov Charney is a Joke’.

 

 

Take a look at other posts on the M2 Bespoke blog

 

 

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
Instagram Contests – How to a run an excellent and legal contest

Instagram Contests – How to a run an excellent and legal contest

Running Instagram contests is a great idea! Instagram is a huge social media platform, with 700 million monthly active users. So just being active on it already significantly increases your reach and social media presence. But running contest can take it to the next level by increasing your engagement, generating leads, and making your audience happy.

Jan Zajac
Jan Zajac 15 August 2017
Read more
Twitter: The Complaint Box?

Twitter: The Complaint Box?

Twitter has proved to be a vastly versatile platform over the years – but has the facilitated interaction between brands and customers turned it into a complaint box?

Teodora Miscov
Teodora Miscov 18 August 2017
Read more
3 reasons why pdf files shouldn't drive your content strategy

3 reasons why pdf files shouldn't drive your content strategy

Technical communication is everything related to the creation and distribution of your company’s product support information. But while product documentation is created to help users - partners, suppliers, installers and customers - it’s not always user friendly! In fact, creating immersive and personalized experiences to all potential end users is one of today’s biggest challenges faced by marketers.

Inês Pimentel
Inês Pimentel 17 August 2017
Read more