Harvard Case - La Maison Simons: The Bra Backlash
"La Maison Simons: The Bra Backlash" Harvard business case study is written by Jana Seijts, Gerard Seijts, Benjamin Bigio. It deals with the challenges in the field of Organizational Behavior. The case study is 8 page(s) long and it was first published on : Mar 4, 2020
At Fern Fort University, we recommend La Maison Simons implement a comprehensive strategy to address the backlash against its bra-less mannequins, focusing on organizational change management, diversity and inclusion, and communication. This strategy should prioritize employee engagement, leadership development, and customer understanding, ultimately aiming to foster a more inclusive and empathetic organizational culture.
2. Background
La Maison Simons, a prominent Canadian retailer, faced significant backlash after introducing bra-less mannequins in their stores. This decision, intended to promote body positivity and inclusivity, was met with criticism, leading to customer boycotts and negative media attention. The case highlights the complex interplay between organizational culture, leadership styles, change management, and communication in navigating sensitive social issues.
The main protagonists in this case are:
- Peter Simons: CEO of La Maison Simons, who championed the bra-less mannequin initiative.
- The Simons family: The family-owned business, known for its strong values and commitment to social responsibility.
- La Maison Simons employees: The employees who were tasked with implementing the change and dealing with the ensuing backlash.
- Customers: The diverse customer base who reacted to the change with varying degrees of acceptance and disapproval.
3. Analysis of the Case Study
This case study can be analyzed through the lens of organizational behavior and change management.
Organizational Behavior:
- Organizational Culture: La Maison Simons' culture, characterized by its strong family values and commitment to social responsibility, played a significant role in the decision to introduce bra-less mannequins. However, this culture, while well-intentioned, lacked the necessary sensitivity and understanding of diverse perspectives, leading to a disconnect with customers and employees.
- Leadership Styles: Peter Simons' leadership style, while visionary and driven by positive intentions, lacked the necessary foresight and empathy to anticipate the backlash and manage the change effectively.
- Team Dynamics: The case highlights the importance of effective communication and collaboration within teams. The lack of clear communication and buy-in from employees, particularly those directly involved with customer service, contributed to the negative response.
- Motivation Theories: The decision to introduce bra-less mannequins was driven by the desire to promote body positivity and inclusivity, a noble goal. However, the execution lacked a clear understanding of the potential impact on employees and customers, leading to a lack of motivation and engagement.
Change Management:
- Change Management Strategies: The implementation of the bra-less mannequins lacked a well-defined change management strategy. This led to a lack of communication, training, and support for employees, resulting in confusion and frustration.
- Resistance to Change: The backlash from customers and employees highlights the importance of addressing resistance to change. The lack of a structured approach to managing resistance contributed to the negative outcomes.
- Communication: The case highlights the crucial role of effective communication in change management. The lack of clear and transparent communication about the reasons behind the change and the expected outcomes contributed to the negative perception.
4. Recommendations
La Maison Simons should implement the following recommendations to address the backlash and move forward:
- Establish a Diversity and Inclusion Council: This council, composed of employees from different departments and backgrounds, should be tasked with developing and implementing a comprehensive diversity and inclusion strategy.
- Develop a Robust Change Management Framework: This framework should include clear communication plans, employee training programs, and a structured approach to managing resistance.
- Conduct Customer Research: La Maison Simons should conduct extensive customer research to understand the diverse perspectives and concerns related to the bra-less mannequins. This research should inform future decisions and communication strategies.
- Invest in Leadership Development: The company should invest in leadership development programs that focus on empathy, communication, and cultural sensitivity.
- Promote Open Dialogue and Feedback Mechanisms: La Maison Simons should encourage open dialogue and feedback from employees and customers. This can be achieved through employee surveys, focus groups, and online platforms.
- Refine the Bra-less Mannequin Initiative: Based on customer feedback and research, La Maison Simons should refine the bra-less mannequin initiative to ensure it is inclusive and respectful of diverse perspectives.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core Competencies and Consistency with Mission: La Maison Simons' core competencies lie in its commitment to social responsibility and its customer-centric approach. The recommendations align with these values by promoting diversity, inclusion, and customer understanding.
- External Customers and Internal Clients: The recommendations prioritize understanding and responding to the needs of both external customers and internal employees.
- Competitors: While the recommendations focus on internal improvements, they also aim to enhance La Maison Simons' competitive advantage by fostering a more inclusive and customer-centric environment.
- Attractiveness: The recommendations are expected to improve customer satisfaction, employee engagement, and brand reputation, ultimately leading to increased sales and profitability.
6. Conclusion
La Maison Simons' bra-less mannequin initiative, while well-intentioned, highlights the importance of careful consideration and implementation when navigating sensitive social issues. By implementing the recommended strategies, La Maison Simons can learn from this experience and build a more inclusive and empathetic organizational culture.
7. Discussion
Alternative approaches to addressing the backlash include:
- Ignoring the criticism: This would be a risky approach, potentially leading to further damage to the company's reputation.
- Reversing the decision: This could be seen as a sign of weakness and could further alienate customers who supported the initial initiative.
The recommendations outlined above are the most effective approach, as they address the underlying issues of organizational culture, communication, and change management.
Key Assumptions:
- The Simons family is committed to addressing the backlash and implementing meaningful change.
- Employees are willing to engage in open dialogue and participate in the change process.
- Customers are open to engaging with La Maison Simons and providing constructive feedback.
8. Next Steps
The following timeline outlines key milestones for implementing the recommendations:
- Month 1: Establish the Diversity and Inclusion Council and begin customer research.
- Month 2: Develop the change management framework and launch employee training programs.
- Month 3: Conduct focus groups with employees and customers to gather feedback.
- Month 4: Refine the bra-less mannequin initiative based on research and feedback.
- Month 5: Implement the revised initiative and monitor customer and employee responses.
By taking these steps, La Maison Simons can overcome the backlash and emerge as a more inclusive and customer-centric organization.
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Case Description
La Maison Simons was a successful 178-year-old, family-run fashion retailer with 15 locations across Canada and over CA$500 million in sales in 2018. On September 6, 2018, the president and chief executive officer (CEO), supported and approved the launch of a new marketing campaign featuring brassieres named after historic Canadian women. One of those women was the former chief justice of the Supreme Court of Canada, Beverley McLachlin. Within hours of the launch of the marketing campaign, La Maison Simons's social media feed erupted with comments from angry users who viewed the campaign as objectifying and sexualizing iconic Canadian women. McLachlin was also upset, the company having named one of the bras after her with her permission. Following a phone conversation with McLachlin, the CEO issued a formal apology and destroyed all materials related to the campaign. At McLachlin's request, the company also became involved with fundraising for a women's shelter. The CEO, who was embarrassed by the marketing campaign and quickly took responsibility for his mistake, was concerned that he had tarnished the company's brand. Had he done enough to redeem it? What more could he do in the short and long term to improve the company's reputation? What had he learned from this disastrous marketing campaign?
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