FASHION FORE RENT

The other day while waiting on my grandmother, I read an interesting article in Glamour magazine’s May 2011 issue. Inside was an article called “The Star-up Queen’s Rules for Confidence at Work.” However, it wasn’t the ladies four rules which peaked my interest, but the business their business.

Jennifer Human (30) and Jennifer Fleiss (27) were two Harvard Business School buddies who started an online business where fashionista’s around the world could rent high-end designer fashion for special events. The web site is called RENTTHERUNWAY.COM (RTR). According to the article, the two women received $1.75 million to start the site, and two years later the site boasts 750,000 members, 120 brands, and 45 employees. The clothing listed on the site are rented for around 10% of the total cost of the dress.

How does the process of renting a dress work? A fashionable young woman finds herself in a situation where she needs a great outfit for a special occasion or event, but “EEK” she has nothing to wear. A common problem fixed by logging into RTR, searching the large database of outfits/dresses, and then reserving the date the outfit will be needed. The dress will arrive in time for your event freshly cleaned. They also have insurance on the item for $5 in case you accidently spill something on the gown. Plus a backup is sent in an additional size just in case the dress is too big.

IMPORTANCE TO INTERNET PR

RTR is an online business servicing women all over the globe. How did they build their massive group of fashionistas and why did I only hear about it through a magazine?

The site has been featured in many blogs, magazines, newspapers, etc which they provide links to via their press page. Facebook, blogging, and Twitter are all tools the company actively engages. RTR’s Facebook page has 25, 822 likes and the posts on the page are of: clients raving about how much they loved their outfit, links to RTR’s latest blog, and interesting fashion news. On the Twitter page, RTR has 6,643 followers, following 363, and listed 359 times. Tweets reflect the same things as the Facebook page. Obviously Facebook is the biggest group of their clients.

The RTR blog contains the latest fashion news and what’s being seen on the runways. Although, they do have an area on their site where clients can provide video feedback to the company.

I find it interesting how the total number of followers on Facebook and Twitter are less than the amount of clients the company boasts.

EGYPTIAN INTERNET COMMUNICATION CRISIS

The past few weeks the world news features oppressed Tunisians and Egyptians, mostly college students, protesting autocratic leaders and government corruption.  To coordinate the demonstrations protesters are using the online social sites Facebook and Twitter.  In January 2011, fueled by information released in last year’s WikiLeaks, angry Tunisians successfully overthrew and exiled authoritarian President Zine el-Abidine Ben Ali and his family, referred to as the Jasmine Revolution.  A few weeks later Egyptians followed Tunisia in a similar revolt to end the strict reign of autocratic leader President Hosni Mubarak.  However, Mubarak’s reaction to disband protester communications provides world leaders with a lesson on “what not to do” in a crisis.  Leaders fearful of similar demonstrations in their countries should prepare crisis management plans now before things escalate.

While protests in Tunisia were ongoing, Mubarak made his first mistake by not acknowledging his country may be next.  How was that a mistake, you may ask?  To answer, I turn to the experts.  According to Timothy Coombs professor, in his book, “Ongoing Crisis Communication” (I used older version), there are three-stages of a crisis: pre-crisis, crisis event and post-crisis.  Since the conflict in Egypt is ongoing, only two stages, pre-crisis and crisis event, can be applied to the Egyptian conflict.

During the pre-crisis stage, Coombs’ book identifies three subsections.  The first subsection is signal detection in which Mubarak should have recognized the Jasmine Revolution in Tunisia would impact the Egyptian nation.  Once a signal was detected, then any data available should have been collected and reviewed.  While collecting information, Mubarak (or staff) an opportunity to interact with Egyptians through social networks and to negotiate solutions was present.  However, Mubarak didn’t take any steps to prevent the uprising because of his autocratic mentality and in the next stage the world watched as the event escalated.

When the Egyptians did rebel and call for the resignation of the Egyptian president, Mubarak made his second of many mistakes and entered the crisis event stage.  Egyptians are protesting and calling for the president to leave Egypt, what does Mubarak do to eradicate the situation?  The president dismisses his cabinet, establishes a curfew, and requests military aid.  One of many more mistakes included an unsuccessfully attempt to diminish protesters’ coordination efforts by blocking Facebook and Twitter.  When this didn’t produce desired results, the president made the biggest mistake by activating an Internet “kill switch” and beginning what some call World Web War I.  On Friday, Jan. 28, 2011, web monitors watched as Egyptian servers began to drop off the system.  One server linked to the world economic market remained online, but Monday it to was shut down.  The next step in Mubarak’s plan, limit cell phone and landline use.  In response, Google and Twitter teamed up to aid the Egyptian people by providing ways around Mubarak’s restrictions.  However, even these unusual actions by the president didn’t impact the people’s ability to mobilize more demonstrations.

Instead of banning communications in the crisis stage, Mubarak could have taken many different approaches to the situation.  Some actions the president could have implemented include: taking action in the pre-crisis stage and establishing an online presence; resigning upon the protesters request; requesting a meeting with protest leaders to determine a peaceful solution; seek communication advice of successful political leaders; etc.

Recently, Mubarak appears to be seeking advice from political leaders.  Tuesday, Feb. 1, 2011 President Hosni Mubarak announced he would end his reign in Egypt at the end of his term in September and aid in the transition to the successor the Egyptian people elect.  Emphasizing Mubarak’s announcement, President Barack Obama addresses the world indicating his discussions with Mubarak and the Egyptian president’s acknowledgment of ending his term in September. Obama continues in his speech to commending the military on keeping demonstrations peaceful and acknowledging the protesters that “their voices are heard.”

Following these announcements two impressions of the impact have been expressed. In Egypt, the local television station (government sponsored) shows videos of the Egyptian people’s response.  One video contains footage of pro-Mubarak protesters at a close angle shouting praises to the president.  The other video footage is from the square opposing protesters are located. However, this video is shot from a distance and the protestors blend into the background making it appear as though they are disbursing.  Other mediums’ content displaying the opposing demonstration continuing (not decreasing) and protesters still demanding Mubarak to leave Egypt now.

Considering the advancements in technology and the popularity of social sites, world leaders should learn from Egypt and begin utilizing online mediums to engage their nations.  One suggestion to these leaders would be to educate themselves in online forums or to request advice from Obama on how to engage in social media.  During his campaign and now, President Obama maintains an active role in online communications.  He has a dedicated Internet communication team updating social sites, interacting with bloggers, sending out newsletters, Tweeting, and sending emails.  After visiting the White House’s Web site, I signed up to receive information on legislation. Now I receive letters from the president, the first lady, the vice-president, and other cabinet members either giving me an update on legislation or expressing best wishes for various holidays.  Many American’s disagree with the president (even I do at times), but I have to commend him on his online communication presence.