Warm fuzzy feelings.
In times of darkness, everyone wants to feel a sense of security. However, in light of the recent COVID-19 outbreak, there is scarce relief from anxiety. You can’t see your mates, or extended family, can’t go to a cafe or church, and even physical warm embraces themselves have been outlawed.
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When all is lost, sometimes all you want to do is drown your sorrows in a little retail therapy - but since most stores have shuttered their shopfronts, even that is difficult. $30 on fancy cheese and toilet paper at Coles isn’t quite the same as properly blowing cash on new trainers or cute jeans.
Undoubtedly, most mainstream retailers are doubly feeling shoppers’ despair. The imposed restrictions have led to lay-offs, stagnated stock rapidly going out of season, and painful lack of incoming revenue.
Cotton On, a leading Australian retail group, is part of the affected cohort. The group have indefinitely closed Australian branches of all their involved brands, including: Cotton On, Cotton On Kids, Cotton On Body, Factorie, Rubi, Typo, and Supré. While their online stores are still operating, the Geelong-based corporation will surely be feeling the the pangolin’s kiss of death.
For brands such as Cotton On to minimise damage during this period of inevitable downturns, one aspect of brand equity to focus on are feelings. Consumer’s emotions held toward the brand do not have to be based completely upon store experiences, and can be addressed remotely. In fact, as a time when a lot of people are sitting on the couch with nothing but their thoughts, it may be the perfect time for an emotive appeal to build brand relationships.
A popular pastime during COVID-19 times.
Contributing to charitable causes has always been a part of the Cotton On ethos. The Cotton On Foundation has raised over $85 million to reduce global poverty, providing meals, schools, and clean water to communities throughout the world. While this doesn’t directly link to humanitarian efforts against the novel Coronavirus, it is relevant when conveying to consumers that the brand is concerned with people over profits. The proliferation of the virus has provoked an ache for solidarity and compassion, and by emphasising company ethics, Cotton On stands to further consumer empathy.
A second approach to build upon positive emotion is by leaning on the desire for warmth, both physically and mentally. Humans seek out warmth in times of coldness - a hot chocolate on a freezing night, a hug when everything goes wrong. As Australia heads into the winter season, afflicted by a flu-like disease, the entire nation will soon be feeling the chill. Regardless of retail shutdown, people will still need hoodies, fluffy socks, and coffee mugs, even more so now that loungewear has become a global uniform. As for mental warmth, it has been found that being physically warm (Bargh & Sharlev 2012) and covered (Mullen et al. 2008) can lessen anxiety and depression.
Cotton On has the opportunity bridge these two desires for outreach and snugness through cozy promotions for seasonal winter items. To retain customer base, the brand can engage online through automated emails and social media advertisement. Comfort clothing items, from branches such as Cotton On and Cotton On Body conform to consumers’ ongoing house-bound state. Homeware trinkets and stationary from Typo can be marketed as “treat yourself” items, for customers who are feeling gloomy. Shopping online, and waiting for your items to be delivered also gives customers something to feel excited about: waiting for the postie to deliver presents, awarded to you for getting through this dim time.
A banner from Cotton On’s online store.
Moreover, by supporting Cotton On, an exemplary Australian brand, consumers can feel that they are contributing to their domestic economy and local jobs. The brand has the option of reinforcing this through online purchase encounters - thanking customers for visiting the website or purchasing items can be emphasis that their money is going towards maintaining jobs and charity in the future. Your purchase of penguin slippers or a pom-pom maker kit helps your fellow Australians, your friends and family, and your future once we emerge from pandemic-induced hibernation.
References:
Bargh, J & Shalev, I, 2012, The Substitutability of Physical and Social Warmth in Daily Life’, Emotion, vol. 12, no. 1, pp. 154-162.
Cotton On 2020, Cotton:On, viewed 2 April 2020, https://cottonon.com/AU/.
Mullen, B, Champagne, T, Krishnamurty, S, Dickson, D, & Robert, G 2008, ‘Exploring the Safety and Therapeutic Effects of Deep Pressure Stimulation Using a Weighted Blanket’, Occupational Therapy in Mental Health, vol. 24, no. 1, pp. 65-89.
Hall, J & McMahon, A 2020, ‘Coronavirus Australia: Uniqlo, Sephora close as social distancing hits retail industry’, News.com.au, viewed 2 April 2020, https://www.news.com.au/finance/business/retail/coronavirus-australia-big-name-shops-closing-their-doors-as-social-distancing-hits-retail-industry/news-story/be67da936b12997d19c78ac6d212309a