If that's not bad enough, I went to Gasp's Facebook Page to see if there were any response and well...take a look at this screen dump...
Amazing. As the second comment says, censoring Facebook BIG MISTAKE.
Some say this is a hoax, but I disagree. The damage done to the brand's image in a few hours is incredible, so unless it was done by a competitor, this is legitimate.
Deleting comments and not addressing the issue is a HUGE mistake, and I find it amazing that companies still underestimate the power of consumers today. Gasp are in serious trouble now.
**UPDATE** in the space of me creating this blog GASP HAVE NOW REMOVED THEIR FACEBOOK PAGE. The ultimate admission of defeat. Thank god for screen dumps.
Do I even need to ask how you feel about this matter? Comment below!
Wow, that is bad!! It seems that people are not learning from social media mistakes of others. This plays out like the Brown Brothers example - I wonder if this is an 'expert' driving the social media as well? BIG FAIL!
ReplyDeleteIt sure is bad, but I wonder how much of this is a PR stunt. Will be very interesting to see if this has indeed got any bad outcome for the brand.
ReplyDeleteRoss
GASP did a bad job as it really damaged the brand image. Nowadays, customers have more power online than brands. I think GASP should not remove its facebook page. This just make customers feel even worse of GASP
ReplyDeleteThe area manager has now done several media interviews standing by the response... You would think top management would step in at this point and distance themselves. Perhaps this IS a PR stunt? Still unlikely
ReplyDeleteGASP will be gasping for breath now once hey have finished trying to manage their reputation...and I'm not sure how successful they will be in that
ReplyDeleteWell done Craig - I was wondering who'd be first to blog on this issue! (Yes, I am aware of the discussion on Yammer, too... and yes, it DOES count!).
ReplyDeleteWhilst it was a PR disaster at first, I am actually impressed with the way Gasp is now turning this around to benefit them. Amazing media coverage being generated, and they are effectively reinforcing their brand as being "different" from the department stores, etc. They are coming across as somewhat incompetent, but I actually think that it's working in their favour!
Geez, fashion is a weird industry!
I have been fascinated by this story and the way it has grabbed all the headlines, great blog Craig! I tend to agree with Wags- all GASP's customers who fit into their ideal target market in terms of size and shape and image would I think be happy that people like the girl who complained will no longer be wearing the brand's clothes. I think their target market would like the idea that the brand is trying to be 'exclusive'. However I do think it could hurt the brand long term, as people who had never shopped there before might have wandered into the store and potentially become regular customers, but now might refuse to enter simply based on this bad publicity.
ReplyDelete