Blog Post #3

For fashion corporations and retailers that wish to remain relevant to their clients, evaluating and using their research results is key. Research can be conducted for these companies through various outlets, such as customer satisfaction surveys and most recently, researching feedback provided by consumers via social media. Presently, most corporations have established profiles on social media outlets such as Twitter and Facebook, where consumers can leave their thoughts, critiques and opinions.

It is up to the company however to take this feedback and use it to aid their research- what their clients like, dislike, want and need in accordance to their products. One company who actively and effectively researched their customers wants and used the research to benefit their company was clothing retailer Anne Taylor LOFT. This past June, the clothier published catologue photos to their Facebook profile of a new item for purchase- silk cargo pants, as featured on a tall, blonde, and impossibly skinny model. Clients reacted on Facebook automatically, posting comments declaring that- although the pants were nice, they would look ridiculous on anyone other than a size 2.

LOFT's model in 'controversial' silk cargo pants

The Public Relations department at Anne Taylor researched these claims and in less than 24 hours responded to the concerned public via Facebook. They photographed three women from within their very own offices in the cargo pants to prove that women of any size could wear them in a flattering way. Because the company replied so quickly and in such a creative way, the apprehensive clients were very impressed, and Anne Taylor gained even more publicity for using research and social media effectively, as they received positive coverage from various media outlets.

LOFT employees

I think that this is a great example of how fashion corporations can show that they are listening to their clients and their needs and requests. Social media is an advanced and effective way to use research and figure out how it can benefit their organization in the long run. Examples such as the Anne Taylor LOFT situation prove how imperative it is for companies to use their research from Public Relations and apply it to their business practices in order to be successful.