Australian social-media-influencer-turned-entrepreneur Brittney Saunders has slammed a Reddit thread claiming her clothing brand, Fayt The Label, and other similar brands are “cult-like” and are using “manipulative” marketing tactics through Facebook Community Groups.
Last week, the messy AF subreddit r/AussieTikTokSnark was sent into a tizzy after someone made a thread discussing the concept of “brand communities” on Facebook, aka Facebook groups dedicated to fans of the brand.
Usually, the posts would consist of hauls, reviews and discussions about upcoming collections.
In the Reddit post — which has since been deleted — the original poster slammed the concept of a brand group.
“I’ve always been able to see you [sic] straight through these communities because it is really just another marketing tactic, and I will never understand how people genuinely believe that these brands care about them,” the Redditor claimed, mentioning Saunders’ brand, Fayt, earlier on.
“They solely create these communities to make their fans have loyalty towards them and spend more money… and it works!! If anyone has anything even slightly negative to say about their brand, they have hundreds of people who come to their defence as if that brand would help them if they were stuck in life.”
YEOUCH.
Shortly after the scathing Reddit post was brought to Saunders’ attention, the Fayt CEO took to Instagram to blast the post.
In her video, Saunders slammed the idea of brand groups being a “brainwashing scheme” and how it’s a great way for brands to build connections with consumers.
“No. That’s called being a good brand with a good product and a loyal customer base,” Saunders wrote.
“It’s also [a] connection. It’s friendship. It’s shared style, shared values, and customers who genuinely love the brand.”
In her podcast, Big Business, Saunders delved deeper into her thoughts regarding the heated Reddit post. Kicking off her mammoth tea spill, Saunders admitted that if you’ve got a cult following as a brand owner, it’s ‘yuge “flex”.
“If you’re creating a product, you want people to love it. That’s an amazing business,” Saunders dished.
“So I don’t get first of all why there’s shame in businesses having people that adore their business and their brand and their product, because that’s the whole point.”
Brittney Saunders calls out the double standard in spending shame
Saunders then called out the double standard in spending shame brought upon women, pointing out that no one bats an eye for other brands like Apple or PlayStation.
“They’re essentially shaming women for treating themselves,” Saunders claimed before stating that the Reddit post was giving “a little bit of internalised misogyny”.
“Like, what is wrong with that? If someone can afford to drop $1,000 on some new pieces for their wardrobe, like I don’t see the shame in that. But is it because it’s women spending that much money on themselves that there is shame and guilt around it, because would we act the same if a man dropped $1,000 on the new PlayStation and posted about it in a PlayStation community group, you know?”
Brittney Saunders addresses claims that brands pressure consumers through hauls
Elsewhere in the podcast episode, Saunders addressed a comment in which a Redditor slams some brands and their marketing tactics, using the example of new mothers.
“I also have another screenshot here that was sent to me. I haven’t gone into the post because I’m like, I just can’t do it, but I got this other screenshot someone else has said, ‘I also think there’s room for a broader conversation about brands that market to postpartum mums. On the one hand, the inclusive sizing styles and breastfeeding accessibility are great. On the other, creating an atmosphere where people feel like they need to buy entire collections or overspend is also problematic,'” Saunders read.
In response to this part of the discussion, Saunders admitted she agreed and that brands do “hold a responsibility”, which comes down to marketing.
“There’s a fine line between, you know, promoting your new collection, but not making people feel like they need to buy all of it, because I think we do have to be responsible when it comes to consumers’ spending habits, and it partly falls on us as businesses. But I also do think that also comes down to consumers being mindful when shopping,” Saunders shared.
“I am constantly promoting Fayt. But I’m not constantly promoting Fayt to try and get everyone to buy every single thing that we come out with. It’s just my job to promote what we are coming out with.
“You know, just reading this post, it makes it sound like these people think that business owners are evil.”
Brittney Saunders Defends Fayt The Label
Saunders defended her brand, expressing that she cares deeply for Fayt’s customers and the community she’s cultivated through her brand.
“I know it might be hard to believe, but some of us genuinely care about people. I don’t know if that’s a crazy thing to say, but believe it or not, some of us business owners are just genuine people that actually care and I know for a fact when someone shops with us for the first time and they send us an email and they say, I’ve been in store, I had the most amazing experience. I’ve tried on jeans that fit me, and I haven’t worn jeans that have fit me properly for 10 years. We genuinely care when we know that we can leave a positive impact on someone who’s shopping with us, you know?” Brittany shared.
Brittney Saunders defends Facebook Community Groups dedicated to brands
Lastly, Saunders blasted the idea that these Facebook Community Groups dedicated to brands were a form of manipulation. While she admits that yes, it is a form of marketing, it’s also an opportunity for a brand to cultivate community, connect to consumers and tend to their needs.
“Everything that we do is marketing, everything that we do is marketing. Having a Facebook community group is a marketing tool, but it’s not in a malicious way,” she dished.
“It’s a way for us to organically promote our business, brand and products to our community, and it gives people a place to feel like they belong.”
Listen to Saunders’ full take on this Reddit post, right here.
The post Brittney Saunders Addresses Scathing Reddit Post Claiming Her Brand Is Cult-Like appeared first on PEDESTRIAN.TV .
