Kudos to LOFT – Another Brand That’s Listening

For those of you who know me, you may know that one of my guilty pleasures is reading fashion blogs. Fashion? Social media? Count me in!

A few months ago, you may remember that Ann Taylor LOFT was caught red-handed in participating in a blogger payola program, to which the FTC promptly said “nuh uh!” LOFT was offering bloggers a chance to win a $500 gift card if they blogged about a LOFT-sponsored event within 24-hours of its occurrence.

Well, it seemed that LOFT had done it once again — tried something fun with social media — and failed. Wednesday, LOFT’s Facebook page included photos of their new “drapey silk cargo pants.” No, the fail wasn’t the fact that they had created silk cargo pants — or in the fact that they shared them on social media. It was the WAY they showed the pants being worn. Some fans commented that the pants looked good on the model, but wrote that the pants weren’t
“universally flattering” and wouldn’t look great if you’re “petite,” “curvy,” “a mom,” etc.

The Infamous Silk Pants

So what did LOFT do? Did they ignore the comments? Did they tell facebook users to get off their lazy butts and work out if they wanted to look good in the pants? No — they responded. They created two new albums: How I Wear Our New Silk Cargo Pant, where Julie, LOFT’s Digital Media person shows how she’d wear the pants and How LOFT Is Wearing Our Favorite New Pant, where other LOFT employees of all shapes and sizes share how they’d wear the bottoms.

The response, through nearly 50 comments on each album (as of Friday) has been great. Most readers have even suggested that after seeing it on a LOFT employee with their shape, they’d be likely to buy the pants.

Looks like LOFT did a good job this time!

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