I like the way these jeans fit. So I decided to order another pair online. Same brand, same fit, waist, length, copied right off of the label. So when the order came… whoa, I was in for a big loose baggy surprise! Does this story sound familiar?
What are these, “Mom jeans” for men? How could it be that a giant in denim, one with 50 years of experience in making jeans was so off the mark? I couldn’t help but see it as a concrete illustration of the market share shrinkage this brand has been experiencing in recent years.
By focusing on winning back it’s customers through advertising, social media, email promotional campaigns and a parade of celebrity spokespeople, they took their eye off the ball. They forgot about the product.
All truly iconic brands deliver one thing: a consistent product experience. Without that, any other investment you make in winning customers is wasted. Get the product right. Give the story a happy ending.
photo credit: Robert Sheie @ Flickr.com