Friday, 8 May 2009
Storm in an E cup
So the bra war is over. M&S has seen the errors of its ways and capitulated. Busts 4 Justice has won the day. It is a victory for common sense, consumers and those of us who are a bit larger in the bosom department than others. It also demostrates how effective campaigning can force the surrender of Goliaths like Marks & Sparks. Busts 4 Justice had a very clear message (charging more for larger cups is wrong), a clear ask (stop it) and used the media and social networking sites like Facebook to make the case to as many people as possible. And it didn't hurt their cause that other high street retailers were able to make hay out of the fact that they apply an across the cup pricing policy. Of course Goliath didn't initially recognise the strength of the David it was facing and stood firm, indeed even tried to justify its position with statements which didn't bear serious scrutiny (more material and engineering? Please). But finally it has come to its senses, not only was the damage to its reputation was too great, it was alienating the a large section of its target shoppers. Women who wear need a more generous balcony or plunge outnumber those who don’t and big girls don't just buy bras, there are tops and jumpers, dresses and jackets (which are priced not according to size but to style) to be purchased, not to mention the clothes for the children and men in their lives. With the likes of Primark and Asda snapping at Markie's heels this was too much. But all credit to M&S, surrender has been gracious – an absolute apology, acknowledgement of the error and a gesture of appeasement. Nice one.