LOFT, a brand owned by Ann Taylor Inc., posted pictures of a tall, blonde catalog model in the brand’s new silk cargo pants on its Facebook Page with a click-to-buy link in the captions. Nothing about the post was uncommon — except, perhaps, Fans’ responses. While many Fans acknowledged that the pants looked good on the model, they complained that the pants were “not universally flattering” and would “look great [only] if you’re 5′10″ and a stick like the model in the photo.” The post led several women to request — politely, of course — that LOFT show the pants on “real women.” 
The next day, the fashion retailer posted pictures of its own staff posing in the cargo pants. The women — drawn from different departments of LOFT’s design, styling and marketing staff — ranged from size 2 to 12, and from 5′3″ to 5′10″. Each styled the pants for a specific occasion, and explained why they liked the pants or why the pants worked well on their individual bodies. As you can imagine, Fans were very pleased. “I sooooo appreciate you taking the time to ‘listen’ to our comments and show these pants on ‘real’ women,” one Fan wrote, while still acknowledging that the pants were ugly. This is, in our opinion, a great example of a big company using social media to drive customer loyalty and satisfaction. And while many other large companies — like Comcast, Ford, Virgin Airlines, Starbucks and Best Buy — have also used social media to connect with their fans in smart, personable ways, we’ve rarely seen this level of engagement from a fashion company. Article by Mashable * * * * * * * * * * * * * * * * * * * I think this is excellent! What LOFT did for their customers and fans is what every company should do – listen and care. The important thing about this, is that the customers and the public in general has to do their part if we want to see a change. We can’t just rely on companies to change by themselves – we need to speak up and demand that we would like to see more acceptance for individuality and different sizes. Consumers have a power that most of us aren’t using. If enough of us do not like something and refuse to participate, in most cases companies will change their tune once either a negative reputation or a drop in profits develops. For Anne Taylor, a company that has recently been scrutinized for some Photoshop disasters, this is a good step in the right direction. I hope they continue to listen to their fans. Not to mention, their employees are pretty hot, too! I love that the company showed women of different ages – definitely refreshing. Not everyone is a 5’8″, blond, thin, 20-something woman. But if you are, that’s ok too!
About The Author
Patricia Colli, Editor of Beutiful Magazine, is a human rights activist, equality advocate, and promoter of health, acceptance and wellbeing. Having experienced disordered eating, unhealthy exercise patterns and poor body image, she is especially passionate about shedding light on eating disorders and the power of body acceptance.
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