Fashion Companies Channel Change
Last week, some fashion brands have made the news for changing its approach to customer feedback. Most notable is Victoria's Secret, who have announced the debut of The VS Collective, which will work will celebrities like Priyanka Chopra, Megan Rapinoe, Paloma Elsesser and other "accomplished women who share a common passion to drive positive change." Is that enough for the brand who took a long time to acknowledge its problem with inclusivity and when newer brands like Savage x Fenty and ThirdLove embraced it? While the brand has waned in popularity, its sales remained strong and a possible reason why VS dragged its feet updating its brand.
Next is Thinx, which has revamped its plus size line of period underwear. The company, who faced criticism from customers who were dissatisfied with the brand's sizing, revisited its range and tested on a number of body types to get a better sense of fit. The testing was extensive, about two years in the making but Thinx now have garments in size XS to 4X.
Is investing in change worth it? When Lane Bryant wanted to improve its online presence (and sales) it worked with e-commerce platform Bluecore to come up with a strategy. According to a case study (sent via Retail Next), Lane Bryant increased online engagement which led to sales.
In short, yes, listen to the customers. Especially when they're asking for the change.