La Maison Simons Case Study - Peter Simons - Business Assignment Help

Assignment Task:

On September 17, 2018, Peter Simons, chief executive officer and president of La Maison Simons,  announced that he recently had a phone call with Beverley McLachlin, Canada’s former chief justice of the Supreme Court—the longest serving and the first woman in that position.2 She was upset with the company’s marketing campaign, which featured a bra named after her, called the “Beverley bralette.”3 She wanted Simons to apologize for inappropriately using her name and reputation without her knowledge or consent.4

Earlier in the month, La Maison Simons had launched the marketing campaign for a new line of bras that  featured the first names of iconic Canadian women and used brief taglines describing the lives and legacies of these women, each written next to a photo of a young model wearing the bra. The campaign was meant to honour women who had made historical contributions to Canada. However, some customers considered that the focus on the bras instead sexualized and objectified women.5   

As president of the company, Simons had allowed the release of the marketing campaign for the women’s lingerie line.6 Shortly thereafter, Simons found himself apologizing for the marketing campaign that he described to be “in poor taste” and “inappropriate.”7 Had, Simons forever tarnished the esteemed brand his family had worked so hard to build over the past 178 years? What, if anything, had he learned from this experience, and what should he do in the short and long term, moving forward, to restore the company’s brand name?  

LA MAISON SIMONS 

La Maison Simons had been a family-run business since the opening of its first store in 1840 in Quebec  City. In its infancy, La Maison Simons had focused on selling dry goods and various imported wares, such as clothing, accessories, novelties, and home furnishings from Europe. The founder, John Simons, made over 70 Atlantic crossings to Europe in order to find the best quality merchandise.8 

After the 1960s, La Maison Simons focused on creating exclusive fashion brands. Twik, often considered the trendiest exclusive house brand, targeted value-conscious young women aged 16 to 25 who might  otherwise shop at H&M.9 La Contemporaine was another popular fashion brand, this one for busy, career oriented women aged 30 to 40. These two brands offered a variety of clothing and fashion accessories, including items such as jackets and blazers, jeans, blouses, skirts, lingerie, shoes, handbags, and coats.

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