Big Girls Do Cry
Once again, a group of consumers with a shared interest have come together in cyberspace and persuaded a retailer to change policy. Large-breasted British women whose preferred bra supplier is Marks and Spencer were unhappy that the store was charging an extra £2 ($3) for cup sizes over DD.
Beckie Williams, a customer who had no luck protesting, bought a single share in the company. Her investment of just £3.40 ($5) meant she could attend the annual meeting and speak directly to chairman, Sir Stuart Rose. "We do go to other shops but Marks and Spencer have the biggest share in the lingerie market in the country," she said.
In the meantime, the press picked up the story and her Facebook group (Busts 4 Justice), enrolled 14,000 members within days, causing the proverbial U-turn. M&S announced that bras of all sizes would be sold for the same price.
Internet aside, however, there is a principle at stake. Company spokesperson, Jessica Harris, claimed that larger items cost more to produce as they entail more work, that they are the "most competitively priced on the high street" and "our customers have told us they are happy to pay a small premium for the specialist work to ensure suitable level of support, innovation and technology that goes into the bras."
Competitors such as Asda, however, decided to seize what they saw as an opportunity by emphasizing its "one price for all" prices. Spokeswoman Leah Watson explained that in spite of losing money on large bras, they don't want big-busted women to be penalized. "Obviously the majority of women can't choose their shape," she said. "People who are shopping on a budget shouldn't have to pay more to look good or to feel good."
Trying to shine a favorable light on their actions, M&S placed full-page ads announcing the change. Headed "We boobed", they admitted, "We were wrong, so...the storm in a D cup is over." A 25 percent reduction on all bras will be applied for two weeks.
Discussion questions: Should retailers adjust their prices higher if a bigger apparel size costs more? Will this lose them customers? Or should they accept reduced margins on larger garments?