Another company criticized for discrimination and unacceptance is nothing new.  Bullying and speaking ill of the disabled have become a prevalent topic within our society.  Companies are obliged to take this in

The 2013 slogan “DUMB IS never cute” was immediately recalled after public outrage.

to consideration when marketing and branding.

Vancouver-born business Aritzia was criticized this summer for being inconsiderate to those with disabilities.   The summer-slogan “DUMB IS never cute”, for the Talula, line were printed on ribbon which was then attached to tags with hands forming sign language letters.  Customers were immediately appalled, as “dumb” seemed to refer to those who possessed speaking disabilities.  Is Aritzia at fault or is the public overreacting?  Aritzia director of public relations, Corinne Kepper, explained their intentions were positive: “to celebrate smart girls and girls who are proud to be smart.”  However, their intentions are irrelevant if customers are offended.

In 2009, Aritzia reeled in over $2000 in sales per square foot, four times the industry average.  Aritzia is rapidly growing, with 52 stores across Canada and the US, and more on their way.  The company has recently began online shopping opportunities.  However, if this upscale boutique wants to further build their business, they must be cautious of how they sell their products and themselves.

References:

http://www.torontosun.com/2013/05/22/aritzia-tags-offend-disability-groups

http://www.canadianbusiness.com/companies-and-industries/an-empire-state-mind/

http://www.theglobeandmail.com/report-on-business/rob-magazine/aritzia-fashionably-late-to-internet-retailing/article4572317/

http://www.businessoffashion.com/2009/08/ceo-talk-brian-hill-chief-executive-officer-aritzia.html

Blockbuster permanently closed its doors in Canada in 2011.

“Want to rent a movie from Blockbuster tonight?” A question from the past.  No longer is it needed to make the trek to the Blockbuster on the corner.  Nowadays it merely takes a click of a button to watch the latest movies.

Blockbuster was once the leading company in rental movies and games.  However, with businesses such as Netflix and Redbox, Blockbuster seemed passé.  Netflix offered a convenient way to stream movies and shows.  It proved to be one of Blockbuster’s main competitors, with stocks consistently climbing.  Billionaire investor Carl Icahn made numerous attempts to expand their product.  In 2005 he pushed for a DVD-by-mail service, which only dug the company into a deeper hole. Running for nearly 26 years, Blockbuster filed for bankruptcy in 2010 with a $1 billion debt.  A few months prior, the New York Stock Exchange had delisted Blockbuster Video claiming their stocks were nearly worthless.

It is unfortunate for long-time running businesses to fall in such a short period of time. It goes to show that businesses must always be growing and altering their product to fit consumer wants. If a company believes they can stand still, they will not stand for long.

Resources:

http://www.huffingtonpost.com/2010/09/23/blockbuster-bankrupt-vide_n_736072.html

https://www.google.ca/finance?q=NASDAQ:NFLX&sa=X&ei=LV1QUsa0BembiQLQ24H4BQ&ved=0CCwQ2AEwAA

Blackberry launched the Blackberry Z10 and Q10

The stocks of Blackberry Ltd has hit a low of 7.75 this year.  In contrast, Apple, one of Blackberry’s major competitors, have hit highs of 674.25.

When Thorsten Heins took over as C.E.O. in 2012, he admitted Blackberry was a year behind.  RIM prided themselves on their sense of durability and security for government and corporate clients.  However, attempting to entice Blackberry customers, Samsung introduced high-level security features and physical keyboards.  To remain a major competitor, Blackberry must alter their products to fit the wants of the consumers, such as higher quality apps.  However, is it too late?

Last Friday, RIM broadcasted tragic financial results.  The company reported a quarterly loss of $965 million; $934 million from unwanted inventory of the Blackberry Z10 phones, and $72 million in layoff charges.  This is surprising as it was once the chosen cell phone of President Barack Obama and Queen Elizabeth.  The company’s largest shareholder, Fairfax Financial, has offered to buy-out the company.  However, analysts believe Blackberries will be relics no matter the owner.  If business continues in this direction, it will only be a matter of time until the final Blackberry user gives up their beloved keyboard.

References: http://www.nytimes.com/interactive/2013/09/29/technology/when-blackberry-reigned-the-queen-got-one-and-how-it-fell.html?ref=researchinmotionltd&_r=0

http://www.nytimes.com/2013/09/28/technology/blackberry-loses-nearly-1-billion-in-quarter.html?ref=researchinmotionltd