Gucci and adidas have produced a designer umbrella that retails for a cool USD 1,290. It’s so costly, that on its web site web page, Gucci presents a month-to-month cost plan. (For an umbrella.)
The “solar umbrella” has acquired a whole lot of criticism, significantly in China, as a result of it doesn’t defend you from the rain. To be honest, Gucci does say as a lot on its web site. “Please be aware, this merchandise is just not waterproof and is supposed for solar safety or ornamental use”. Apparently, as of the writing of this submit, the printable product description for the product doesn’t embody that wording.
I might by no means contemplate paying something close to that value for an umbrella. Moreover, I’m proud to make use of the umbrella that I acquired from the Swiss Purple Cross for being a daily blood donor. (For many who don’t communicate French, the writing beneath says, “Giving blood saves lives”.)
Apparently, there’s a ready listing for the umbrella – Gucci’s, not mine. So who am I to inform Gucci what merchandise it ought to and shouldn’t supply? An organization based in 1921, with over 17,000 workers and that generated €9.62 billion in gross sales in 2019 clearly is aware of what it’s doing.
Nonetheless, the Gucci “solar umbrella” and the backlash that it generated received me interested by an necessary lesson for public audio system. and one about which I’ve written earlier than.
Be easy, be clear
Gucci calls the product a “solar umbrella”. I imagine that the general public relations drawback that Gucci now faces stems from its use of the phrase “umbrella”.
I guess that most individuals who hear the phrase “umbrella” consider one thing that may hold them dry when strolling within the rain. Utilizing the phrase “solar” as an adjective would possibly lead folks to moderately count on that they might use the product to guard towards each solar and rain.
The place I come from, an merchandise that you just carry to guard your self solely from the solar is known as a “parasol”. It’s constructed from completely different materials than these used for an umbrella. This text explains the variations between umbrellas and parasols.
Clearly, Gucci knew precisely what it had in thoughts when it created the “solar umbrella”. However, as the general public response has proven, many individuals thought that it was one thing else.
As audio system, we must not ever assume that the viewers will simply perceive issues the identical approach that we do. Issues which can be clear to us won’t essentially be clear to the viewers. How can we bridge the hole?
My due to my good friend and fellow public speaker, Rob Willis, for bringing this subject to my consideration. Rob has drawn some attention-grabbing public talking classes of his personal from the Gucci “solar umbrella”. I invite you to examine them out on LinkedIn.