The Strange Case of the Naked Man in “La Redoute” ad image and The Brilliant Case of 3Suisses Facebook counter-campaign.
It’s all happening in France. It is all exploding around end of 2011 and beginning of 2012. What a disgraceful way of closing 2011 for French fashion retailer La Redoute and what a hilarious and brilliant counter-campaign from its direct competitor 3Suisses.
An educational and inspiring story about competition and, sad enough, about failure in management, incredible when it comes from structured and organized contexts such as La Redoute, from PPR Group.
Here’s the story. Towards the end of 2011, Uk based fashion website and blog Stylist.co.uk, looking at one of the online visuals from La redoute’s website, discovers there’s a naked man (yes: A NAKED MAN) happily bathing on the background of this Kidswear visual (yes: KIDSWEAR AD VISUAL). Take a look at the image below:
The French fashion retailer quickly apologizes for the photo in which the naked man appears behind a group of children advertising beachwear. La Redoute is forced to try to control crowds of French people and consumers, commenting sarcastically or furiously against the failure on all Social Media, apologizing on Facebook and eliminating the photo.
Obviously in the meantime the image has gone wildly viral on the Internet: montages appeared on the internet showing the naked man in some iconic images, such as the Moon landing.
In one of the spoof images the face of the disgraced former International Monetary Fund chief, Dominique Strauss-Kahn, was pasted onto the naked man.
A spokeswoman for La Redoute, quoted by the AFP news agency, said an internal inquiry had been launched to determine how the error had happened.
The error was compounded by the fact that La Redoute provided a magnifying glass so that people could examine the beachwear close-up.
Some tweeters remarked that the "bad buzz" surrounding the photo was actually useful publicity for La Redoute.
Now, the question is: “How can it possibly be that such scandalous photos do get to publication without being stopped in post-production?”. This is unacceptable. In my personal experience with dozens of shootings for fashion brands, with photographers of every kind, style, level and background, I have gone through dozens of checks with dozens of key levels of control, for every single image, in order to spot hair on an arm of a model or a wrinkle in a pant which would ruin the aesthetics of the pic and these guys at La Redoute, brand of the celebrated PPR Group, fails so heavily on such a delicate matter?
On the counterside, though, we cannot but admire and applause the quick reaction of La Redoute’s main mail-order competitor, 3Suisses, who immediately launched this brilliant Facebook Campaign
Translated from French its claim says: “It is clear that not everybody knows we sell bathing suits”.
Yet another fashion blog