The Mirror Crack’d… Because of Bad Brand Image

Issue #7

It feels more Scary Movie than Silence of the Lambs.

Things are getting a little spine-chilling ahead of Halloween; bad apples seem to be rising to the top of the business barrel at an alarming rate. This week we’re diving into the murky depths of dodgy practices, dishonest actions and some down-right appalling communication (or total lack thereof).

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Success Gone Sour

Luxury resale pioneer flounders under financial pressure

Last week, Winifred Robinson discussed the Hardly Ever Worn It (HEWI) scandal on BBC Radio 4’s You and Yours. During the broadcast, the company’s website went offline. Never a good sign.

The UK-based online luxury resale marketplace was founded in 2012 by Sharon Wolter-Ferguson and her daughter Tatiana. The idea came from sorting their wardrobes before returning to the UK. The platform sells pre-owned designer fashion — womenswear, menswear, shoes, bags, and accessories — through a consignment model: sellers list items, HEWI takes a commission, handles logistics, and offers VIP services. At its peak, HEWI reportedly had £4.5 million in annual revenue and 25,000 items listed at any one time.

Recently, the company has faced serious problems: payment system failures have delayed seller payouts, and multiple court judgments show many remain unpaid. Rumors of new funding or a buyout circulate, but communication with sellers and customers has been poor.

Luxury resale relies on trust, authentication, and service. Without these, who will consign high-value items to a business struggling to pay its bills? If HEWI’s troubles are as severe as reported, rescuing the brand — or recovering money owed — looks unlikely.

What can luxury resale platforms do to prevent crises like this, and how does it affect trust in second-hand ecommerce?

Listen to the full episode on BBC Sounds.

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All Trick, no Treat

The dark side of email marketing

Trigger warning: this topic covers body image and mental health. Reader discretion advised. If you or someone you know has been affected by eating disorders or related conditions, BBC Action Line has a list of organisations that can provide help and advice.

Ellure Skin has done something jaw-droppingly grim — genuine shock washed over me when I saw these marketing emails. It would be hard to fathom any company outdoing this self-destructive approach. From beginning to end, it’s more painful to look at than a low-budget monster movie.

Aside from the appalling tone and manipulative messaging, this is coming from a company that produces a medical product; one specifically designed for weight loss. You couldn’t make it up if you tried.

Don’t be like Ellure Skin. It’s really not that hard to be kind, thoughtful and ethical while pushing a successful marketing strategy.

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Dark Mode

An under-considered reality

Over half of all emails sent are landing in inboxes with dark mode settings switched on (some figures even point to over 80% of smartphone users having it activated). And yet only a small proportion of marketeers seem to be considering this when designing and testing campaigns. At the very least you might want to double-check that your logo is actually visible, cough cough looking at you lot...

It’s always worth thinking about design in context. What if imagery is slow to load? What text is there to back up an idea if images don’t pull through at all? How does this look in low lighting, or on a zoomed in mobile screen? Is the colour contrast sharp enough for those with visual impairments? The list goes on.

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Let’s Connect

If you’re dealing with a marketing crisis or are unsure how to react dynamically to challenges that are affecting your brand’s image, we’re here to advise. Whether a supply change issue has delayed a delivery or a service you offer has received bad press, communicating swiftly, effectively, and honestly with customers and clients can make all the difference during tough times. It doesn’t have to be a horror story.

Reach out below.

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Until next time,

Daniel

Brand Consultant | Content Editor | Digital Developer

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