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CHAPTER 16

Admit When You Screw Up, and Then Leverage Your Mistakes

On June 3, 2010, LOFT, a clothing brand owned by Ann Taylor Inc., posted pictures of a tall, blonde catalog model in the brand’s new silk cargo pants on its Facebook page with a click-to-buy link in the caption.

Nothing about the post was uncommon in social media, and it certainly was not uncommon for the fashion industry. But for whatever reason, fans responded particularly negatively to this post. While many fans acknowledged that the pants looked good on the model, they complained that the pants were “not universally flattering” and would “look great if you’re 5 foot 10 and ...

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