You can learn a lot about a company when you look at what they defend when a crisis strikes. Ralph Lauren ran into some trouble with the one of the most horrific photoshop disasters in recent memory. The photo at left is of model Filippa Hamilton after being photoshopped into non-human proportions. (Shout out to the good-humored folks at photoshop disasters)A lot of people complained that pictures like this create unrealistic expectations for young women. A blogger for BoingBoing pointed out, "Dude, her head is wider than her pelvis."
That pretty much qualifies as unrealistic in my book.
Here is the statement released by Polo Ralph Lauren:
Here is the statement released by Polo Ralph Lauren:
"For over 42 years we have built a brand based on quality and integrity. After further investigation, we have learned that we are responsible for the poor imaging and retouching that resulted in a very distorted image of a woman's body. We have addressed the problem and going forward will take every precaution to ensure that the caliber of our artwork represents our brand appropriately."So, Ralph & Co. are defending the "brand." It's as though the word must be spoken in hushed tones as we genuflect before his holiness.
No one was upset about the photo because it reflected poorly on Ralph's brand. As a consumer, I don't give a rip about Ralph Lauren's brand. I care about my teenage daughter who sees ads like this and wonders how she will ever measure up. Photoshop always trumps genetics.
The company gets points for taking responsibility, but fails because its statement is as devoid of humanity as the idiotic ad.
The company gets points for taking responsibility, but fails because its statement is as devoid of humanity as the idiotic ad.
Polo Ralph Lauren also fails because it threatened to sue BoingBoing for an "infringing use" of a Ralph Lauren ad. Hint for Ralph and the team: the bloggers weren't using the ad... they were MOCKING it.
As fails go, this one wasn't epic until the company started responding. They could have issued a nice statement about their Photoshop error and mentioned something about healthy lifestyles or some such thing. Instead, the company threatened the bloggers with legal action and issued a lame statement focused inward instead of focused on real people.
As fails go, this one wasn't epic until the company started responding. They could have issued a nice statement about their Photoshop error and mentioned something about healthy lifestyles or some such thing. Instead, the company threatened the bloggers with legal action and issued a lame statement focused inward instead of focused on real people.And for those who think models are simply vapid and vain, the model, Fillipa Hamilton, hit things dead on when she told the New York Post:
How hideous.
Bill Salvin
"I think they owe American women an apology, a big apology. I'm very proud of what I look like, and I think a role model should look healthy."Hamilton said Polo Ralph Lauren fired her because she was overweight and couldn't fit in their clothes anymore. By the way, Hamilton is 5'10" and tips the scales at 120 lbs.
How hideous.
Bill Salvin
I believe, as a communication strategist and role model to young women in my family, that Ralph & Co.'s senior management and PR advisors have poorly managed this situation. Admission of mistakes is human - people are more apt to see that and move on. Instead, people are treated like we know nothing and this beauty gets fired as a result - with some lame excuse - another sign of how our society is decaying and people our thoughts are being shaped by people who have no clue about what is important. Do they think that firing Miss Hamilton is the answer to their knee jerk reaction to an already poor decision? When companies start to realize that a transparent approach to PR is the only way to go then maybe we'll get somewhere.
ReplyDeleteI believe, as a communication strategist and role model to young women in my family, that Ralph & Co.'s senior management and PR advisors have poorly managed this situation. Admission of mistakes is human - people are more apt to see that and move on. Instead, people are treated like they know nothing and this beautiful and healthy woman gets fired as a result - with some lame excuse - another sign of how our society is decaying and people's thoughts are being shaped by others who have no clue about what is important. Do they think that firing Miss Hamilton is the answer to their knee jerk reaction to an already poor decision? When companies start to realize that a transparent approach to PR is the only way to go then maybe we'll get somewhere.
ReplyDeleteWell said, Pamela. Ralph Lauren should take a page from Glamour's playbook and see the reaction the magazine got when it published "plus" size models. Thanks for reading and for commenting. Bill
ReplyDelete