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Dainty Hooligan’s Internal Customer Service Fail


Internal customer service failHere’s a classic Internal Customer Service failure.  The latest viral story about a Dainty Hooligan employee who’s body just wasn’t good enough for their Instagram account has sparked a lot of outrage.  It seems that college student Sherene Marie Zarrabi, who worked in the store had some pictures of herself wearing the brand, and the manager posted them on the company’s Instagram account.

It wasn’t long before the chain’s owner ordered the picture deleted from Instagram.  She then sent an email to the store manager with this message: “Something I want to make sure you keep in mind: I want size small, the stereotypical “model” type to model our clothes. Please use our pictures of our models if Stillwater store can’t find someone who would be considered “model material”. 

Yikes. This is highly reminiscent of the Australian Gasp Clothing chain, who has gone down in history for mocking the body shape of a bride-to-be.

Is this a ‘customer service’ issue?  Absolutely.  First of all, it represents a horrendous internal customer service fail.  Equally important, however, is the impact this behaviour will have on their external customers.

Customer service, ultimately, is about sending the message to customers that we genuinely care about them.  And if we’ve learned nothing else in this era of viral social media, when people perceive your brand as not caring about people, there can be significant negative consequences.

It will be interesting to see how this story unfolds.  So far, the company owner is steadfast in her thinking that she has done the right thing…


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2 Responses

  1. I recon she thinks only model types wear the brand, and the normal Jane on the street shouldn’t be seen in one of her brand outfits……It will not be long before people start to move over to another brand of clothing just because of this. She will start loosing customers and dedicated staff if she does not come to her senses.

    Point is, she could have handled it differently. She could have requested that the store manager must please always make use of the models that are paid for. The way she handled it, was a personal attack on the employee, and that is a big no. There was no reason for the attack, even though she sees it as “keeping high standards”.

    Personally I do not buy brand clothing, simply because I can never look as good as the model wearing it and then I do not feel good wearing it. So I would rather stick to clothing I see the everyday lady wears on the street and combine a few ideas I see, than trying to match a trend…….

    My point. I think a lot of girls would rather wear something they see the lady in the office parading about , than the perfect body girl we can never live up to!!


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