Battle of the Bust

UK fashion retailer, Marks & Spencer, got hit with a can of internet whoop ass this week. M&S, known for their bras, were searching for ways to deal with the downturn in the economy.  M&S sought to capitalize on the higher cost of production for larger bras (DD+) by charging about $2 more. The London tabloids were all over it and so was the internet.

Upon news of the revolt, the blogs were screaming, the twitters were tweeting, and facebook protests were appearing like militant groups in Afghanistan. From the corporate perspective M&S thought that the extra charge for the ‘extra lift’ would be received rationally by consumers in the way that larger sized clothing is often slightly more expensive. Instead the consumers found it to be a “big boob tax.” Though men have been paying that tax with a smile for years, women didn’t take it so lightly—I digress.

Faced with an organizing militia of busty women, Sir Stuart Rose, the CEO of M&S, quickly repealed the boob tax and apologized. Big kudos to a CEO who actively listens to his audience on the internet and is nimble enough to respond. Starting today M&S has launched a spectacular media campaign (see ad above) to apologize for their lack of tact and concern for their customer. Rose has not only formally apologized, but also extended a discount of 25%.

There is a lot that can be learned here about listening to consumers and making a responsible apology when you have done wrong. This bad PR will likely become very good PR as their media attention is going to begin shifting from the problem to the solution. Who wouldn’t like their store sale to be broadcast on international news free of charge? As of this morning AirCheese sees M&S with an impressive amount of bad news turned good being generated on the internet. Have you signed up for the AirCheese beta program yet? Learn how you can monitor your own internet traffic quickly and easily by signing up.