Sunday, December 07, 2008

It's The Little Things


Great ad, if you ask me. Simple headline, bold yet elegant art direction. The copy acknowledges the current economic situation. "You got laid off and you are going out on interviews. Wear a tie that says, 'I'm a serious candidate.'" I would've given the area below the knot a more symmetrical fold, thus adding the vague innuendo of....something. But still, that's a little thing.

I hate ties and will avoid wearing them unless they are absolutely required. There's just something about being choked that doesn't appeal to me. There is no function to a tie. It is a holdover from the days of frilly shirts, stockings and powdered wigs. It is merely a statement, an accessory, a custom that I hoped would be dead by now. I unfortunately own a few, none of which are as sharp as this Countess Mara tie.

The ad says, "available at Macy's." So go to the Macy's website and you will not find a single Countess Mara tie. Go to the Countess Mara store locator site (called Save The Gentleman) and enter my zip code and be met with, "
Sorry, there were no stores found within 50 miles of that zip code." They don't even give me the option to increase the search radius, never mind the fact that there are at least three Macy's stores within 50 miles of my home.

Then, a visit to the Countess Mara website shows more examples of how Countess Mara is letting the little things slip. There's this confidence-instilling paragraph (emphasis mine):

THE COUNTESS MARA BRAND HAS SUCESSFULLY ESTABLISHED ITSELF AS THE SPECIAL OCCASION SOLUTION FOR MEN OF DISTICTION. COUNTESS MARA’S VISION OF EUROPEAN STYLE AND CONDUCT HAS HELPED DEFINE THE MODERN AMERICAN GENTLEMAN.

A simple spellcheck, Countess.

How about this?

IT IS THE LITTLE THINGS THAT TRANSFORM THE MAN INTO THE GENTLEMAN. THE ORDINARY INTO THE DIGNIFIED.

True, I suppose. And just as true when it comes to your web presence (and that of your suppliers) and how it integrates with your print campaigns. It's the little things. You are selling what are likely high-end ties, more expensive than most, and you are choking on the littlest of things. And you just might be going out on interviews soon.


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