Monday, March 11, 2013

Moxy Hotel for the economic crisis…


Marriot Hotels and IKEA are partnering to develop a budget hotel chain targeting the millennial type of consumer living the economic crisis.  The plan involves about 150 locations throughout Europe in the next decade with the first opening in Italy next year.  The hotel will not feature any of IKEA furniture, but it will apply IKEA’s concept of self-assembly to its rooms which will be prefabricated offsite.

Smart partnerships for tough times and promising customers…

Sunday, March 3, 2013

Thongs for little girls?


When back in 2002, Abercrombie & Fitch introduced a line of thong underwear for young girls of age 10-14 and a line of T-shirts featuring Asian caricatures it failed to predict the trouble, the insults, and the boycotts that they would have caused.   Part of their ineffective and wrongly approached PR campaign was to publicly state that the Asian caricature T-shirts would assumingly be liked by Asians and that the girls’ thongs would be cheerful and cute, just like the potential consumers…

When involved in a socially irresponsible move, strategy or product launch, your immediate action should be to publicly admit your faults through an appropriate PR campaign, instead of coming up with unprofessional, selfish and damaging to your image comments.