There’s a lot everyone in email marketing can learn from the saga of Abercrombie & Fitch, which went from being must-have to the most-hated retailer in the USA in seemingly no time. A&F were a phenomenon in my local mall, to the extent that security guards stood outside their entrance of a Friday evening and Saturday morning because of the pressure of crowds. Let’s make it clear though, I’m suggesting you only follow their methods partially.
You had to hand it to them; they came up with very successful marketing tactics, some of which were quite electrifying. One of their earliest stores had a prime corner position in an American mall, with all the window space that allowed for display of their products. Contrary to received wisdom, they opted to put up shutters on the outside of the store.
In theory, this was not exploiting their investment to the full. In practice, it generated massive interest, with potential customers having to enter the premises in order to see the products. It immediately gave the impression the company was different, and enhanced its modern vibe. It’s a lesson for email marketing; going against the norm can be a productive policy.
The interior was something else. Much was made of the dim lighting and scent, together with images of beautiful people semi-naked. Who wouldn’t want to be just like these kids went the theory. It turned out their demographic eventually didn’t. It was a step too far.
A&F were the butt of considerable criticism and invective online and via lawyers. Their errors were exposed for all to see and the company became something of a meme as regards to old-fashioned thinking. This doesn’t mean all their presentation methods were poor.
The idea of being different, of shuttering their windows, of making interiors more like a nightclub than shop, and much more, contains a lesson for email marketing. If we are run totally by the data, negating risk, companies will end up all the same. Different can be good, even if logically, it has little going for it. Try giving your off-the-wall ideas free reign. Then test.
