Reading about the purveyors emotional commerce and the brands that fit the bill - had to check out the True&Co quiz to see if it would make me feel warm and fuzzy like the author said it would. Maybe I am not the target customer segment or age group because I was not able to see anything more than the obvious cute factor. Conversion by way of registration to the site certainly did not happen. I had heard about the Abercrombie business from J a few days ago - her friends have been talking about how distasteful it was for the CEO to say that he does not cater to uncool kids. It is ironic that the so called uncool have pretty strong emotions about the brand that rejects them.
The expert opinion on the comments made by Jefferies is a little at odds with what I have heard from the trenches - namely J. I asked her if her friends were offended enough to stop wearing the brand and she asked "If the CEO of Apple said something nasty would you stop using the iPhone ?" and I had to say no I would not. J clarified that they would buy because the product was good even if the CEO had said some things that they did not like. Another instance of emotional commerce missing the mark by a little bit.
But if a brand provokes a groundswell of anger and resentment then consumers may make real time boycott decisions about the contents of their shopping cart.