Sandra Talks Dream Closets & Nude Models
I felt good after the print ad brainstorm because we walked away with a strong concept: the "Dream Shoe Closet." The message I wanted to convey with our print ad was that JustFab delivers on-trend, department store-quality shoes for only $39.95, so with JustFab you can really afford to build your dream shoe closet.
My problem with the nude model concept was not that she was nude but that it felt disconnected from our original concept. If you're going to do something as risqué as using a nude model in your print ad, then you need to create your concept around that model. It felt like we were trying to combine two separate ideas—Alyson's nude model concept and the "Dream Shoe Closet" concept—which I didn't think was going to work. I also wasn't sure if the nude model would convey our core message.
While I wasn't sold a nude model, Alyson was incredibly passionate about it, so I wanted to give her an opportunity to fight for her idea. As a manager, I think it's important to not only challenge my team but allow them to challenge me as well. My team is successful because they're passionate and aren't afraid to think outside the box, so I never want to stifle their creativity. At the end of the day, though, I'm the one responsible for everything my team produces. I have to make the tough calls and do what I think is right for the brand. In this case, I thought the "Dream Shoe Closet" was the way to go. It may have seemed like the safe option, but I was being strategic. We're still in the early stages of building our brand, so it's important that we focus on our core message and protect the integrity of our brand. My concern was that the nude model would distract from our main message instead of support it.
I wasn't thrilled that the team rushed through some of the looks to get to the nude shots. It's not that I don't trust my team, but I knew how much was at stake. If the print ad was a failure, I would have to respond to the co-CEOs, Adam and Don. And let me tell you, you don't want to be stuck holding the potato when Adam and Don stop the music. Not fun!
At the end of the day, allowing Alyson to present her concept was the right call. It allowed her to develop her idea and present it to Adam, Don and Kim. I think having her hear their feedback helped her to directly understand what my objections were and where I was coming from. We both loved the final print ad, and it did incredibly well.
All in all, another big win for JustFab!