Okay I saw this from set active but to me they already have issues with inconsistent sizing all across their lines. I talked to my friend about it and she was like yeah its annoying that they have so many fabrics and its confusing (which I agree is confusing) but this called out an issue she was experiencing with the brand. I do really like the concept behind the campaign and the execution of it, though
Have been thinking about how brands handle mistakes and I think set did a good job on the transparency here. I can’t imagine what it’s like to run a cult brand in the age of social media - consumers switch from obsessed to canceling a brand in a heartbeat. I wonder if these types of brands are starting to develop a crisis management team for when social media sentiment goes south and drastically impacts the business.
I think consumers are SO quick to call out brand mistakes nowadays, especially consumers of DTC brands with loyal communities like SET Active. My other example I'm thinking of if when everyone complained about not being able to get their hands on the Parke valentines sweatshirts, so everyone ripped them apart. I think this is because these DTC brands built on creating communities through social media create such a connection that any mistakes made feels personal and almost like betrayal
100%. Brands are held to a really high standard these days and I completely agree that social media contributes to those high standards and the closeness that consumers feel towards brands. Could write a whole issue on that!
Is it only me or a few others? I've never heard of SET Active, and okay they own up to a possible mistake, but I'm not sure how this actually truly helped consumers, wrong sizes anyone? but their own bottom line, mistakes marketed as an opportunity, giving 25% reductions on products which aren't necessarily "kosher" to be offered in the first place lol. In all honesty it feels a bit off and if brands learn a thing or two out of this these can only mean that, they get away with their mistakes and still fill their bottom lines and consumers are too easily happy with products they might wouldn't buy otherwise because they feel fuzzy about the brand...our world, our common sense and values need urgent rebranding me thinks lol 😂
Okay I saw this from set active but to me they already have issues with inconsistent sizing all across their lines. I talked to my friend about it and she was like yeah its annoying that they have so many fabrics and its confusing (which I agree is confusing) but this called out an issue she was experiencing with the brand. I do really like the concept behind the campaign and the execution of it, though
Ohh interesting !! I have actually never bought anything from them but good to know...
Have been thinking about how brands handle mistakes and I think set did a good job on the transparency here. I can’t imagine what it’s like to run a cult brand in the age of social media - consumers switch from obsessed to canceling a brand in a heartbeat. I wonder if these types of brands are starting to develop a crisis management team for when social media sentiment goes south and drastically impacts the business.
ooh good point!! they should definitely have a strong strategy in place.
I think consumers are SO quick to call out brand mistakes nowadays, especially consumers of DTC brands with loyal communities like SET Active. My other example I'm thinking of if when everyone complained about not being able to get their hands on the Parke valentines sweatshirts, so everyone ripped them apart. I think this is because these DTC brands built on creating communities through social media create such a connection that any mistakes made feels personal and almost like betrayal
100%. Brands are held to a really high standard these days and I completely agree that social media contributes to those high standards and the closeness that consumers feel towards brands. Could write a whole issue on that!
You're so right! I may write that, that's a great idea!
I would also love to know how brands get sizing wrong — and how they make sizing decisions to begin with! How small is a small, actually?
True! Seems so inconsistent among brands...
Is it only me or a few others? I've never heard of SET Active, and okay they own up to a possible mistake, but I'm not sure how this actually truly helped consumers, wrong sizes anyone? but their own bottom line, mistakes marketed as an opportunity, giving 25% reductions on products which aren't necessarily "kosher" to be offered in the first place lol. In all honesty it feels a bit off and if brands learn a thing or two out of this these can only mean that, they get away with their mistakes and still fill their bottom lines and consumers are too easily happy with products they might wouldn't buy otherwise because they feel fuzzy about the brand...our world, our common sense and values need urgent rebranding me thinks lol 😂