Planning for a PR squall
Through an intriguing cross-marketing agreement, Lands End recently sent copies of GQ to its most loyal customers, along with their catalogs. Some were unhappy with the semi-risqué photos of an under-dressed female model. (You can view the image here .) They complained loudly, and L.E.'s CEO apologized. Read about it here: http://www.nytimes.com/2014/08/14/business/media/risque-promotion-prompts-outcry-from-lands-end-customers.html?_r=0 From a crisis communications viewpoint, Lands End -- inventor of the Squall jacket -- did most things right, especially with CEO Edgar Huber's direct apology: “There are simply no excuses; this was a mistake.” And removing customers' names from the GQ mailing list was a smart move, too. Cross-promotions involving trendy media are tricky. A case could be made that Conde Nast, GQ's publisher, severely misjudged the clothier's demographic; conservative, middle-of-the-road consumers who want durable fashions. Hint: sweater ...