For brands, unhappy consumers are detrimental to success.
Keeping them happy isn’t always simple, either.
One bad experience with any brand could mean the end of a profitable relationship for a very long time — and sometimes forever.
These types of things happen all of the time, and many companies are not able to bounce back from the damage.
Let’s hope that’s not the case for Olivia Rodrigo and her fans who ordered merchandise in anticipation of Rodrigo’s latest album, Sour.
The 18-year-old musician has cultivated a massive following and has even spoken at the White House — no small feat for anyone in the limelight.
But a recent merchandise blunder could curb some of her success if her fan base bites back.
Olivia Rodrigo Dilemma That Could Have Been Avoided
Whether a brand is releasing merchandise to promote an upcoming event, service, or simply looking for name recognition — ensuring continuity and quality is of the utmost importance, regardless of what the merchandise is and who the fan base is.
Merchandising blunders can leave recipients feeling bitter just like Rodrigo’s were.
As fans began to receive their highly anticipated Sour-themed merch, many were left feeling duped.
And, thanks to social media platforms like Twitter and TikTok, her fans have been able to air their grievances.
One fan took to Twitter to show the misspelled earrings they received.
Waited since May to get my merch and I RECEIVED AN EARRING THAT ISNT EVEN SPELLED RIGHT??. I’m SOO mad rn. #sourmerch #oliviarodrigomerch #OliviaRodrigo @Olivia_Rodrigo pic.twitter.com/nlbQimWCvW
— kat 😉 (@Okayy_kat) August 5, 2021
Others have showcased miscolored shirts, sizing issues, and a full-length tank top that was supposed to be a crop top.
The company seemingly responsible for the snafu, Ceremony of Roses, issued a statement to BuzzFeed assuring fans the numerous errors and complaints will be rectified.
Rodrigo’s website now includes a disclaimer stating “Product image is a rendering for illustrative purposes. Actual product detailing may show minor variance.”
Minor color variances could be excusable for a number of reasons, including screen resolutions.
But it doesn’t excuse quality and branding errors — like the misspelled earrings Twitter user @Okayy_kat received, among many other complaints from fans.
As someone who has ordered branded merchandise and eagerly awaited its arrival in the mail, I can’t help but wonder what my reaction would have been if this had happened to me.
I probably would have taken my complaints to Twitter as well.
Surely Rodrigo’s fans will forgive and forget but branding and partnering with a trusted company is not something to be taken lightly.
Afterall, fixing these errors is sure to cost more than the company or Rodrigo’s team had bargained for.
How to Avoid a Mishap with Branded Merchandise
For brands, happy consumers are detrimental to its success.
And unlike the case for Rodrigo — and many other brands known across the globe, coming back from a mistake can be like climbing Mt. Everest.
Whether your brand is releasing merchandise to promote an upcoming event, service, or you’re looking for name recognition — ensuring continuity and quality is of the utmost importance.
Follow these four tips for ways to avoid potential marketing disasters like Rodrigo nearly did in 2021.
1. Maintain a Consistent Outward Image
To build strong brand recognition, continuity is key.
Consistent branding can create confidence among the consumers and helps to ensure a level of unmistakable brand recognition.
If the brand has undergone a logo redesign, it’s vital for brand recognition to use the updated logo moving forward — whether it’s on merchandise, uniforms, postcards, or signage.
Uniformity begins with visual appearance and consistency plays a major role to maintain this effort.
2. Does the Product Make Sense for the Brand?
How you — the business owner or brand manager — views the company’s brand is typically different than how the consumer would view the brand.
Putting the brand’s logo on an article of clothing or promotional item may work for corporations known around the world, like Nike or Apple, but it might not be ideal for family-owned or local businesses.
So, before you order mouse pads or umbrellas with your brand’s logo, ask yourself if it’s worth the investment or if there are other items that might be better suited for the brand.
Coffee shops, for example, would be wise to order ceramic coffee mugs for customers to use at home or at work. Travel mugs, apparel, and coasters would also be ideal for this type of business.
Whereas pens might not sell quite as well.
Investing in items that make sense for the brand is like creating a walking billboard for the company.
But that’s only part of the battle.
It’s just as important to ensure consumers are receiving what they ordered.
It won’t bode well for the brand if a customer orders a polo, but a pen set is what arrives in the mail.
3. Chasing Trends
Afraid of looking old-fashioned or out of style, many of us tend to chase the latest trend.
It is likely fine to do so in our personal lives, but does the trend make sense for the brand?
Running with a trend poses the potential risk of deviating too far from the brand image.
Instead, it is ideal to create a brand that is so robust and timeless, that it can survive without jumping at the opportunity to take on every new trend.
For example, crop tops emerged onto the fashion scene in the 1940s as a way to conserve fabric during World War II. The style became increasingly popular throughout the 1970s, 1980s, and even the 1990s.
The style started to fizzle away but has since made a comeback. Olivia Rodrigo took this as an opportunity to add the style to her merchandise collection.
The fashion trend works for her brand but might not for others.
Although the trend is suitable for Rodrigo’s brand, as we learned earlier — execution and delivery are also important.
A consumer who is expecting a midriff-baring top would be less than thrilled to receive an item that goes well past their hips.
This poorly executed delivery leads us to our next point.
4. Know & Trust the Branding & Production Company
It takes money to make money, right?
In this scenario — and many others for businesses, yes.
Much like replacing the roof on your business or home, you would shop around for prices and more than likely won’t settle for the lowest bidder.
Before signing with a vendor who will be responsible for handling the brand’s merchandise, it’s important to shop around and learn as much as possible about the company.
Ask questions about expected turnaround times, quality control, product availability, meeting supply and demand, and how the staff ensures high-quality products are leaving the warehouse.
What about the company’s reputation? One with a positive digital footprint can be reassuring.
A print shop or production company offering the lowest price may seem like the way to go.
But without a level of reassurance or experiencing the production first-hand, how can you be sure this is the best partnership?
Leaving the fate of the merchandise and the overall happiness of the consumer in the hands of a third-party can be nerve-wracking but it doesn’t have to be.
Not only is the production company filling orders, but it is acting as an extension of your brand.
In situations such as these, signing with the lowest bidder may not be in the best interest of the company.
As we learned from Rodrigo’s experience, the production company is now working to redo the orders that were incorrect.
Correcting these errors is costing more money and time than was previously anticipated.
A true nightmare for everyone involved.
Get Expert Design, Branding & Apparel
Attempting to outsource in the hopes of saving a few dollars and increasing overhead can be truly damaging for any brand.
If a customer is unhappy, they will likely voice this dissatisfaction online in the form of writing a negative review, leaving negative comments on social posts, or creating a post on their own social media expressing dissatisfaction with the order and brand.
And unlike Rodrigo’s situation, it won’t be as easy for a locally owned company to pass the blame.
Rather than risking the company’s reputation, it is advisable to work with a reputable design, branding, and apparel expert — a team that will have the brand’s best interests in mind.
Contact us today to discover how the print shop at Elevation Ten Thousand is able to execute apparel and branding orders with ease and how the team assures accuracy in every order.
