1 00:00:04,160 --> 00:00:08,240 Speaker 1: Well, well, well, Fate has been mentioned in a Reddit 2 00:00:08,320 --> 00:00:11,119 Speaker 1: post just last week, and I thought, you know what, 3 00:00:11,480 --> 00:00:14,920 Speaker 1: this is going to be this week's bonus episode. I 4 00:00:14,960 --> 00:00:18,320 Speaker 1: don't normally give or pay attention to things like this, 5 00:00:18,680 --> 00:00:22,159 Speaker 1: but it's about other businesses too, and my name or 6 00:00:22,200 --> 00:00:25,640 Speaker 1: Fate's name was dropped in this Reddit post, so I thought, 7 00:00:25,920 --> 00:00:27,680 Speaker 1: let's read it out, and I want to give you 8 00:00:27,720 --> 00:00:29,680 Speaker 1: my thoughts on it. I've already made a couple of 9 00:00:29,760 --> 00:00:32,880 Speaker 1: jokes in a couple of reels and stories of mine 10 00:00:32,960 --> 00:00:36,599 Speaker 1: over the weekend because this post. I don't know what 11 00:00:36,680 --> 00:00:38,519 Speaker 1: day this post war. I've got a screenshot of it 12 00:00:38,520 --> 00:00:41,640 Speaker 1: here that someone sent to me, and this happened last week, 13 00:00:41,760 --> 00:00:43,559 Speaker 1: and I was like, oh, this is so ironic that 14 00:00:43,640 --> 00:00:46,040 Speaker 1: we got mentioned in this type of way, because then 15 00:00:46,360 --> 00:00:48,440 Speaker 1: on the weekend, we had like a community event that 16 00:00:48,479 --> 00:00:52,640 Speaker 1: we were hosting that we had planned through our Facebook group, 17 00:00:52,880 --> 00:00:55,720 Speaker 1: which is what people were talking about in this reddit thread. 18 00:00:56,320 --> 00:00:59,400 Speaker 1: So let's read it out. It starts with Lullaby Club 19 00:00:59,600 --> 00:01:01,960 Speaker 1: drama and I believe I just have a screenshot of it, 20 00:01:02,000 --> 00:01:04,320 Speaker 1: but I think this is from like the TikTok snark 21 00:01:04,360 --> 00:01:09,280 Speaker 1: page on Reddit. That place is a just it's another 22 00:01:09,400 --> 00:01:12,399 Speaker 1: place that group. This is about the Lullaby Club, which, 23 00:01:12,440 --> 00:01:15,600 Speaker 1: by the way, if you don't know, it's another Australian 24 00:01:15,840 --> 00:01:19,160 Speaker 1: women's fashion brand owned by some of the loveliest girls 25 00:01:19,200 --> 00:01:22,240 Speaker 1: I've ever met. I know the Lullaby Club girls personally 26 00:01:22,360 --> 00:01:25,800 Speaker 1: and they're just absolute legends. So I think they've had 27 00:01:25,800 --> 00:01:28,760 Speaker 1: a couple of people making tiktoks about them or something, 28 00:01:28,800 --> 00:01:31,160 Speaker 1: and then I think this is following on from that. 29 00:01:32,200 --> 00:01:36,199 Speaker 1: So the post says, following on from the influencer who 30 00:01:36,200 --> 00:01:39,720 Speaker 1: did a video yesterday about the Lullaby Club fan group 31 00:01:39,880 --> 00:01:43,720 Speaker 1: on Facebook. First of all, fucking hell, why are people 32 00:01:43,760 --> 00:01:46,679 Speaker 1: calling it a fan group. It's a Facebook community group 33 00:01:47,360 --> 00:01:50,440 Speaker 1: and everybody posting their one thousand dollars plus holes of 34 00:01:50,480 --> 00:01:53,200 Speaker 1: their new release yesterday. I feel like this has raised 35 00:01:53,240 --> 00:01:56,560 Speaker 1: a lot of questions for people about brand communities on 36 00:01:56,600 --> 00:02:00,840 Speaker 1: Facebook and about the little cult following that so many 37 00:02:01,000 --> 00:02:05,640 Speaker 1: of them have. The Lullaby Club, Fate and LSKD to 38 00:02:05,760 --> 00:02:10,600 Speaker 1: name the worst. So Fate's got named amongst the worst 39 00:02:10,680 --> 00:02:13,880 Speaker 1: of having a little cult following. And for those of 40 00:02:13,880 --> 00:02:17,000 Speaker 1: you that don't know, are sure everyone knows LSKD, but 41 00:02:17,040 --> 00:02:20,480 Speaker 1: they do like streetwear and activewear. I've always been able 42 00:02:20,520 --> 00:02:23,760 Speaker 1: to see straight through these communities. It is really just 43 00:02:23,800 --> 00:02:27,639 Speaker 1: another marketing tactic, and I will never understand how people 44 00:02:27,800 --> 00:02:32,480 Speaker 1: genuinely believe that the brands care about them. Fuck, I've 45 00:02:32,520 --> 00:02:35,320 Speaker 1: got a lot to say. First of all, I know 46 00:02:35,360 --> 00:02:37,080 Speaker 1: it might be hard to believe, but some of us 47 00:02:37,240 --> 00:02:41,240 Speaker 1: genuinely care about people like It's not that difficult of 48 00:02:41,240 --> 00:02:44,200 Speaker 1: a thing to do. But anyway, the post continues. They 49 00:02:44,320 --> 00:02:48,799 Speaker 1: solely create these communities to make their fans have loyalty 50 00:02:48,840 --> 00:02:53,320 Speaker 1: towards them and spend more money, and it works. If 51 00:02:53,360 --> 00:02:57,320 Speaker 1: anyone ever has anything even slightly negative to say about 52 00:02:57,320 --> 00:03:00,320 Speaker 1: their brand, they have hundreds of people who come to 53 00:03:00,360 --> 00:03:03,079 Speaker 1: their defense, as if that brand would help them if 54 00:03:03,120 --> 00:03:07,320 Speaker 1: they were stuck in life. Then this morning I saw 55 00:03:07,360 --> 00:03:10,560 Speaker 1: the following post on the Lullaby Club group, which I 56 00:03:10,600 --> 00:03:13,840 Speaker 1: thought was hilarious. It was a post by a lady 57 00:03:13,880 --> 00:03:16,320 Speaker 1: with a screenshot of an automated thank you for your 58 00:03:16,400 --> 00:03:19,360 Speaker 1: Order email saying that they are so grateful for her order. 59 00:03:19,639 --> 00:03:21,600 Speaker 1: Then the customer has said she is so grateful to 60 00:03:21,600 --> 00:03:24,200 Speaker 1: support a brand that puts so much warmth and heart 61 00:03:24,240 --> 00:03:27,799 Speaker 1: into everything they do and care so much about their customer. Yeah, no, 62 00:03:28,280 --> 00:03:31,840 Speaker 1: that's an automated email love. I mean, yeah, it is 63 00:03:31,880 --> 00:03:35,040 Speaker 1: so warming to receive an automated thank you email for 64 00:03:35,120 --> 00:03:38,160 Speaker 1: your order. Since the TikTok video yesterday, so many people 65 00:03:38,200 --> 00:03:40,440 Speaker 1: are posting in their groups saying how the community has 66 00:03:40,520 --> 00:03:43,680 Speaker 1: changed their life and how the brand has changed their life, 67 00:03:43,760 --> 00:03:49,640 Speaker 1: and it's just ridiculous. Really, So where do I even 68 00:03:50,080 --> 00:03:53,040 Speaker 1: bloody begin? I think I want to say, first of all, 69 00:03:53,560 --> 00:03:56,400 Speaker 1: to have a cult following if you are a brand 70 00:03:56,640 --> 00:04:01,520 Speaker 1: is a fucking flex any business or brand owner or 71 00:04:01,600 --> 00:04:05,200 Speaker 1: any marketer out there, if someone's working doing marketing for 72 00:04:05,280 --> 00:04:08,000 Speaker 1: a business and they're trying to help them grow, any 73 00:04:08,040 --> 00:04:10,840 Speaker 1: big business out there or small business, like, if you 74 00:04:11,200 --> 00:04:13,760 Speaker 1: like have a cult following, you fucking won. You know, 75 00:04:13,960 --> 00:04:18,760 Speaker 1: if you're creating a product, you want people to love it, like, 76 00:04:19,279 --> 00:04:23,240 Speaker 1: that's an amazing business. If you can create something that 77 00:04:23,320 --> 00:04:28,960 Speaker 1: people absolutely love and are almost cult like towards, you win. 78 00:04:29,800 --> 00:04:32,960 Speaker 1: So I don't get, first of all, why there's shame 79 00:04:33,200 --> 00:04:37,000 Speaker 1: in businesses having people that adore their business and their 80 00:04:37,040 --> 00:04:41,520 Speaker 1: brand and their product, because that's the whole point. Now, 81 00:04:41,760 --> 00:04:45,600 Speaker 1: obviously you have to draw a line, but just speaking 82 00:04:45,760 --> 00:04:49,560 Speaker 1: as a whole, you know, let's use Apple as an example, 83 00:04:50,279 --> 00:04:53,760 Speaker 1: Apple has a cult following. People either are Apple or 84 00:04:53,760 --> 00:04:56,680 Speaker 1: they're Android, you know, and people who are Apple lovers. 85 00:04:56,760 --> 00:04:59,480 Speaker 1: I'm one of them. Like, I'm a die hard Apple girlly. 86 00:04:59,480 --> 00:05:02,360 Speaker 1: I've got my book, I've got my AirPods, I've got 87 00:05:02,360 --> 00:05:05,400 Speaker 1: my phones. At work, we all use our MacBooks, and 88 00:05:05,480 --> 00:05:09,720 Speaker 1: like I will only shop with Apple. Therefore, like, I 89 00:05:09,800 --> 00:05:12,800 Speaker 1: am like a cult follower of Apple. But that's not 90 00:05:13,040 --> 00:05:15,799 Speaker 1: a bad thing. So I think straight off the bat 91 00:05:16,200 --> 00:05:19,240 Speaker 1: to say, you know, the Lullaby Club, Fate and LSKD 92 00:05:19,480 --> 00:05:23,280 Speaker 1: to name the worst that have little cult followings, Like, 93 00:05:23,360 --> 00:05:25,920 Speaker 1: I think you're just getting it all wrong. Imagine if 94 00:05:25,920 --> 00:05:28,680 Speaker 1: it was the other way around and you had a 95 00:05:28,680 --> 00:05:33,400 Speaker 1: business and you had no customers, like your business would 96 00:05:33,400 --> 00:05:36,760 Speaker 1: simply be flopping and failing. So I don't think it's 97 00:05:36,800 --> 00:05:40,440 Speaker 1: a bad thing necessarily to have people that love your brand, 98 00:05:40,520 --> 00:05:43,320 Speaker 1: your product, your business. That's a great thing because it 99 00:05:43,360 --> 00:05:46,040 Speaker 1: means that your business is doing well and you're creating 100 00:05:46,080 --> 00:05:49,760 Speaker 1: something that people can enjoy. I also have another screenshot 101 00:05:49,800 --> 00:05:52,200 Speaker 1: here that was sent to me. I haven't gone into 102 00:05:52,200 --> 00:05:53,719 Speaker 1: the posts because I'm like, I just can't do it, 103 00:05:53,720 --> 00:05:56,359 Speaker 1: but I've got this other screenshot. Someone else has said 104 00:05:56,520 --> 00:05:58,640 Speaker 1: I also think there's a room for a broader conversation 105 00:05:58,760 --> 00:06:02,400 Speaker 1: about brands that market postpart and mums, like, on the 106 00:06:02,440 --> 00:06:07,239 Speaker 1: one hand, the inclusive sizing styles and breastfeeding accessibility is great. 107 00:06:07,560 --> 00:06:10,760 Speaker 1: On the other creating an atmosphere where people feel like 108 00:06:10,800 --> 00:06:14,960 Speaker 1: they need to buy entire collections or overspend is also problematic. 109 00:06:15,720 --> 00:06:19,320 Speaker 1: I agree with this, and I think us as brand owners, 110 00:06:20,320 --> 00:06:22,520 Speaker 1: you know, and especially clothing brands, we were coming out 111 00:06:22,560 --> 00:06:25,599 Speaker 1: with new stuff and new collections, there is kind of 112 00:06:25,600 --> 00:06:29,800 Speaker 1: a responsibility on our end to absolutely not make people 113 00:06:29,800 --> 00:06:32,320 Speaker 1: feel like they need every single piece of a collection. 114 00:06:32,920 --> 00:06:35,480 Speaker 1: And apparently people have been saying this about the Lala 115 00:06:35,480 --> 00:06:37,440 Speaker 1: By Club, and then the Lalla By Club have came 116 00:06:37,440 --> 00:06:40,080 Speaker 1: out and said like, there's no pressure to buy, but 117 00:06:40,120 --> 00:06:43,480 Speaker 1: people are saying, yeah, but there is. If anyone ever 118 00:06:43,640 --> 00:06:47,440 Speaker 1: does like a massive Fate hall, I almost drop dead 119 00:06:47,480 --> 00:06:49,000 Speaker 1: and I'm like, oh my god, I can't believe it. 120 00:06:49,040 --> 00:06:52,320 Speaker 1: And people have posted in our Fate Society Facebook group 121 00:06:53,160 --> 00:06:55,239 Speaker 1: over the last year or so that we've had the group, 122 00:06:55,240 --> 00:06:57,159 Speaker 1: and if they've done a massive shop or like bought 123 00:06:57,279 --> 00:06:59,960 Speaker 1: whole new wardrobe, someone will post in their really excited 124 00:07:00,400 --> 00:07:01,720 Speaker 1: and then I'll be like, oh, my God, and then 125 00:07:01,760 --> 00:07:03,520 Speaker 1: like I've made a couple of videos about it, and 126 00:07:03,600 --> 00:07:07,040 Speaker 1: I wonder, like do people see that as me, you know, 127 00:07:07,320 --> 00:07:09,640 Speaker 1: encouraging people that they also need to spend over one 128 00:07:09,640 --> 00:07:12,240 Speaker 1: thousand dollars on our website From our end, I can't 129 00:07:12,280 --> 00:07:15,720 Speaker 1: speak from other brands perspectives, but at Fate, there's really 130 00:07:15,720 --> 00:07:18,000 Speaker 1: no pressure for anyone to buy anything. We come out 131 00:07:18,000 --> 00:07:21,840 Speaker 1: with our new collections and they are for anyone who 132 00:07:21,960 --> 00:07:24,680 Speaker 1: might be interested in them. And I know there's been 133 00:07:24,720 --> 00:07:28,440 Speaker 1: a bit of conversation online about the Lallaby Club in particular, 134 00:07:28,800 --> 00:07:31,720 Speaker 1: and people saying that they feel as if though there 135 00:07:31,880 --> 00:07:35,320 Speaker 1: is this overarching theme that everyone needs to buy every 136 00:07:35,320 --> 00:07:38,240 Speaker 1: single piece from every single collection, which just makes no 137 00:07:38,320 --> 00:07:40,040 Speaker 1: sense to me either, Like I know that's not what 138 00:07:40,080 --> 00:07:42,840 Speaker 1: they're pushing, but like the lalla By Club especially, they 139 00:07:43,000 --> 00:07:45,360 Speaker 1: come out with collections and everything kind of matches, like 140 00:07:45,680 --> 00:07:47,840 Speaker 1: they will make a lot of different pieces in like 141 00:07:47,920 --> 00:07:51,960 Speaker 1: one print, So I don't see the point in them 142 00:07:52,000 --> 00:07:54,520 Speaker 1: doing that and then pushing everyone to buy everything when 143 00:07:54,560 --> 00:07:57,280 Speaker 1: it's all the same print but lots of different shapes, 144 00:07:57,320 --> 00:07:59,480 Speaker 1: if you know what I mean. But I do think 145 00:07:59,520 --> 00:08:03,880 Speaker 1: that brand and do hold a responsibility on this topic 146 00:08:04,040 --> 00:08:06,880 Speaker 1: in particular, and I just think it all comes down 147 00:08:06,920 --> 00:08:09,680 Speaker 1: to your marketing, and there's a fine line between you know, 148 00:08:10,080 --> 00:08:13,800 Speaker 1: promoting your new collection but not making people feel like 149 00:08:14,080 --> 00:08:15,920 Speaker 1: they need to buy all of it, because I think 150 00:08:15,960 --> 00:08:18,360 Speaker 1: we do have to be responsible when it comes to 151 00:08:18,880 --> 00:08:23,120 Speaker 1: consumers spending habits, and it partly falls on us as businesses, 152 00:08:23,160 --> 00:08:25,600 Speaker 1: but I also do think that also comes down to 153 00:08:25,800 --> 00:08:30,600 Speaker 1: consumers being mindful when shopping. One thing that we never 154 00:08:30,640 --> 00:08:35,199 Speaker 1: participate in is after pay day, sorry, after pay. I've 155 00:08:35,240 --> 00:08:38,640 Speaker 1: spoken about this on my stories a couple of times 156 00:08:38,679 --> 00:08:41,240 Speaker 1: over the years, and we have after pay on our website. 157 00:08:41,240 --> 00:08:42,920 Speaker 1: I'm just going on a massive tangent here. We have 158 00:08:43,000 --> 00:08:46,000 Speaker 1: after pay on our website as like a payment method, 159 00:08:46,320 --> 00:08:49,959 Speaker 1: but we never heavily promote it and we don't participate 160 00:08:50,000 --> 00:08:53,000 Speaker 1: in after pay day because I think that is like 161 00:08:53,040 --> 00:08:57,040 Speaker 1: a really gray area for business owners to step into 162 00:08:57,080 --> 00:09:01,200 Speaker 1: because essentially you're promoting people, well, you're promoting after pay, 163 00:09:01,480 --> 00:09:05,400 Speaker 1: which is essentially people buying stuff that they can't necessarily afford. 164 00:09:05,960 --> 00:09:09,240 Speaker 1: And then they do this big after payday thing, which 165 00:09:09,240 --> 00:09:12,640 Speaker 1: I find so weird, and all after payday is is 166 00:09:12,640 --> 00:09:14,920 Speaker 1: like a day that they I think they do it 167 00:09:15,040 --> 00:09:19,200 Speaker 1: multiple times a year where all these thousands of businesses 168 00:09:19,200 --> 00:09:22,760 Speaker 1: in Australia promote after pay for free, like you don't 169 00:09:22,760 --> 00:09:25,720 Speaker 1: get anything from after pay for doing that, or you 170 00:09:25,800 --> 00:09:28,080 Speaker 1: might get like a little mention on their website or whatever. 171 00:09:28,559 --> 00:09:31,200 Speaker 1: And after pay just gets promoted by thousands of businesses 172 00:09:31,240 --> 00:09:35,000 Speaker 1: around Australia. And then the businesses also do a discount 173 00:09:35,000 --> 00:09:36,880 Speaker 1: that day, so they might do twenty percent off and 174 00:09:36,880 --> 00:09:39,559 Speaker 1: then they promote after pay and then you know that 175 00:09:39,760 --> 00:09:43,439 Speaker 1: puts after pay in consumers' minds, driving brand awareness for 176 00:09:43,520 --> 00:09:46,240 Speaker 1: after pay. People might shop with after pay more on 177 00:09:46,320 --> 00:09:49,800 Speaker 1: those days. I'm only assuming and after Pay just still 178 00:09:49,840 --> 00:09:52,600 Speaker 1: takes like the normal percentage of every sale that they 179 00:09:52,600 --> 00:09:55,640 Speaker 1: do from their merchants on after pay day. So I 180 00:09:55,640 --> 00:09:57,680 Speaker 1: do think we have a responsibility when it comes to 181 00:09:58,280 --> 00:10:01,160 Speaker 1: not making people feel like they need to buy everything 182 00:10:01,160 --> 00:10:03,640 Speaker 1: that we come out with all the time. But maybe 183 00:10:03,679 --> 00:10:06,640 Speaker 1: just brands like myself and LSKD and A La Lah 184 00:10:06,640 --> 00:10:09,640 Speaker 1: Blah Club where we are really active within the community, 185 00:10:09,679 --> 00:10:13,800 Speaker 1: it may give people the sense that all we're doing 186 00:10:13,880 --> 00:10:16,480 Speaker 1: is wanting people to shop with us. But I can 187 00:10:16,520 --> 00:10:20,800 Speaker 1: only speak from my own perspective. I am constantly promoting fate, 188 00:10:21,040 --> 00:10:24,240 Speaker 1: but I'm not constantly promoting fate to try and get 189 00:10:24,240 --> 00:10:26,160 Speaker 1: everyone to buy every single thing that we come out with. 190 00:10:26,200 --> 00:10:29,280 Speaker 1: It's just my job to promote what we are coming 191 00:10:29,360 --> 00:10:31,800 Speaker 1: out with, and anyone that is interested in any piece 192 00:10:31,840 --> 00:10:33,800 Speaker 1: that we come out with, I'm absolutely going to be 193 00:10:33,800 --> 00:10:36,320 Speaker 1: ecstatic if they want to shop it. But in no way, 194 00:10:36,559 --> 00:10:39,320 Speaker 1: especially for us, and I doubt these other two businesses 195 00:10:39,800 --> 00:10:43,680 Speaker 1: are we, you know, setting people up and hoping that 196 00:10:43,760 --> 00:10:46,400 Speaker 1: they just spend all their money. You know, just reading 197 00:10:46,440 --> 00:10:49,760 Speaker 1: this post, it makes it sound like these people think 198 00:10:49,800 --> 00:10:53,200 Speaker 1: that business owners are evil. And back to the comment 199 00:10:53,400 --> 00:10:57,400 Speaker 1: of like the Facebook groups being a marketing ployee just 200 00:10:56,960 --> 00:10:59,280 Speaker 1: to just to make sales, and like, there's no way 201 00:10:59,320 --> 00:11:02,480 Speaker 1: that brands genuinely care. Like I know it might be 202 00:11:02,520 --> 00:11:05,840 Speaker 1: hard to believe, but some of us genuinely care about people, 203 00:11:06,520 --> 00:11:08,920 Speaker 1: Like I don't know if that's a crazy thing to say, 204 00:11:09,160 --> 00:11:11,400 Speaker 1: but believe it or not, some of us business owners 205 00:11:11,440 --> 00:11:16,760 Speaker 1: are just genuine people that actually care. And like I 206 00:11:16,840 --> 00:11:19,400 Speaker 1: know for a fact, when someone shops with us for 207 00:11:19,440 --> 00:11:22,160 Speaker 1: the first time and they send us an email and 208 00:11:22,160 --> 00:11:23,559 Speaker 1: they say I've been in store, I had the most 209 00:11:23,559 --> 00:11:26,439 Speaker 1: amazing experience I've tried on jeans that fit me in. 210 00:11:26,559 --> 00:11:29,040 Speaker 1: I haven't worn jeans that have fit me properly for 211 00:11:29,120 --> 00:11:33,720 Speaker 1: ten years. We genuinely care when we know that we 212 00:11:33,800 --> 00:11:37,800 Speaker 1: can leave a positive impact on someone who's shopping with us, 213 00:11:37,880 --> 00:11:39,480 Speaker 1: you know. And I don't know if these people in 214 00:11:39,520 --> 00:11:42,840 Speaker 1: Reddit like get it wrong and think when we see someone, 215 00:11:43,240 --> 00:11:45,000 Speaker 1: you know, say they've shop for the first time, or 216 00:11:45,040 --> 00:11:47,439 Speaker 1: someone's done a one thousand dollars hole, if we're sitting 217 00:11:47,440 --> 00:11:49,360 Speaker 1: there like licking our lips and going, oh, fuck, yeah, 218 00:11:49,360 --> 00:11:52,160 Speaker 1: we got them this time, Like, that's not who I 219 00:11:52,200 --> 00:11:54,520 Speaker 1: am as a person. Not that this person has said 220 00:11:54,800 --> 00:11:57,720 Speaker 1: me in particular in this post, but fate was named. 221 00:11:58,240 --> 00:12:02,600 Speaker 1: But some of us are like running genuine businesses, and yes, 222 00:12:03,120 --> 00:12:06,440 Speaker 1: everything that we do is marketing. Everything that we do 223 00:12:06,559 --> 00:12:10,280 Speaker 1: is marketing. Having a Facebook community group is a marketing tool, 224 00:12:10,720 --> 00:12:14,839 Speaker 1: but it's not in a malicious way. It's a way 225 00:12:14,880 --> 00:12:18,120 Speaker 1: for us to organically promote our business brand and products 226 00:12:18,160 --> 00:12:22,040 Speaker 1: to our community, and it gives people a place to 227 00:12:22,720 --> 00:12:25,319 Speaker 1: feel like they belong. And when I actually saw this 228 00:12:25,400 --> 00:12:28,160 Speaker 1: screenshot come through to me, it made me think remember 229 00:12:28,200 --> 00:12:30,800 Speaker 1: in high school when we all did the topic belonging. 230 00:12:31,040 --> 00:12:32,960 Speaker 1: I don't know if it was in year ten or 231 00:12:33,120 --> 00:12:35,680 Speaker 1: year eleven. But I'm like, what's so bad with people 232 00:12:35,920 --> 00:12:43,320 Speaker 1: wanting to feel like they belong somewhere? Just reading this 233 00:12:43,440 --> 00:12:46,600 Speaker 1: post and seeing like the female, especially the female founded 234 00:12:46,679 --> 00:12:50,760 Speaker 1: brands mentioned Fate, lallah By Club, it's giving a little 235 00:12:50,760 --> 00:12:56,280 Speaker 1: bit of internalized misogyny. And like my instant response when 236 00:12:56,280 --> 00:12:59,680 Speaker 1: I got sent this screenshot last week was what is 237 00:12:59,720 --> 00:13:02,760 Speaker 1: wrong with a woman like running and starting a business 238 00:13:02,800 --> 00:13:05,679 Speaker 1: and then wanting to market it? Like there's nothing wrong 239 00:13:06,040 --> 00:13:10,559 Speaker 1: with marketing your business, you know, like that's quite literally 240 00:13:10,640 --> 00:13:15,000 Speaker 1: how you make sales. But I was thinking further about this, 241 00:13:16,080 --> 00:13:19,960 Speaker 1: and when we see women like women centered brands that 242 00:13:20,040 --> 00:13:22,640 Speaker 1: have communities like Fate and the lalla By Club or 243 00:13:22,760 --> 00:13:26,120 Speaker 1: Lorna Jane or whatever it is, it's often that these 244 00:13:26,320 --> 00:13:31,079 Speaker 1: brands get called cults or cringe or that their communities 245 00:13:31,120 --> 00:13:35,240 Speaker 1: are brainwashed. And it's not often about like what the 246 00:13:35,320 --> 00:13:39,600 Speaker 1: brand is actually doing. It's about how uncomfortable people can 247 00:13:39,640 --> 00:13:45,280 Speaker 1: get seeing women unapologetically excited about something, especially when it's 248 00:13:45,360 --> 00:13:49,640 Speaker 1: like a feminine coded it's joyful, or it's consumer based. 249 00:13:50,080 --> 00:13:52,960 Speaker 1: And just to give you like a couple of examples, 250 00:13:53,440 --> 00:13:56,560 Speaker 1: a group of guys camping out for a PlayStation job, 251 00:13:56,840 --> 00:14:00,560 Speaker 1: that's totally normal, you know, Like no one would say cult, 252 00:14:01,000 --> 00:14:02,960 Speaker 1: Like they're just like, yeah, that's guys going to get 253 00:14:02,960 --> 00:14:07,080 Speaker 1: excited about the PlayStation. If men argue over footy scores 254 00:14:07,440 --> 00:14:11,240 Speaker 1: or they obsess over Fantasy League passionate like, they would 255 00:14:11,240 --> 00:14:15,960 Speaker 1: never get called a cult. I also think it's misogynistic 256 00:14:16,280 --> 00:14:17,839 Speaker 1: if you really want to go there, and god, I 257 00:14:17,880 --> 00:14:20,080 Speaker 1: could go there, I could go deep on this. But 258 00:14:20,840 --> 00:14:24,360 Speaker 1: with these comments about people doing a one thousand dollar hale, 259 00:14:24,400 --> 00:14:27,360 Speaker 1: and whilst I agree like that's very unrealistic for most 260 00:14:27,400 --> 00:14:29,560 Speaker 1: people to be able to just drop one thousand dollars 261 00:14:29,640 --> 00:14:33,960 Speaker 1: on clothes, again, I think it is like a societal 262 00:14:34,040 --> 00:14:37,840 Speaker 1: discomfort with women treating themselves and spending money on themselves, 263 00:14:38,160 --> 00:14:40,720 Speaker 1: especially if we're going to be talking about brands like 264 00:14:40,760 --> 00:14:44,360 Speaker 1: the Lallaby Club where they have predominantly mums shopping with 265 00:14:44,400 --> 00:14:48,440 Speaker 1: them and they've got all their breastfeeding friendly pieces, you know, 266 00:14:48,480 --> 00:14:51,520 Speaker 1: and then there's that mum guilt of spending money on yourself. 267 00:14:52,040 --> 00:14:55,200 Speaker 1: I think it says a lot this post where they're 268 00:14:55,320 --> 00:15:00,200 Speaker 1: essentially shaming women for treating themselves, Like what is with 269 00:15:00,240 --> 00:15:03,080 Speaker 1: that if someone can afford to drop a thousand dollars 270 00:15:03,400 --> 00:15:06,080 Speaker 1: on some new pieces for their wardrobe. Like, I don't 271 00:15:06,080 --> 00:15:09,160 Speaker 1: see the shame in that. But is it because it's 272 00:15:09,240 --> 00:15:11,800 Speaker 1: women spending that much money on themselves that there is 273 00:15:11,840 --> 00:15:14,520 Speaker 1: shame and guilt around it? Because would we act the 274 00:15:14,600 --> 00:15:17,480 Speaker 1: same if a man dropped one thousand dollars on the 275 00:15:17,520 --> 00:15:21,200 Speaker 1: new PlayStation and posted about it in a PlayStation community group, 276 00:15:21,360 --> 00:15:24,160 Speaker 1: you know, like, I just think this shit, and I 277 00:15:24,160 --> 00:15:26,160 Speaker 1: think this would not happen. If it was a guy 278 00:15:26,680 --> 00:15:30,160 Speaker 1: posting in the PlayStation group just got the new PS 279 00:15:30,200 --> 00:15:33,520 Speaker 1: fucking six and it was one thousand dollars, people can go, oh, 280 00:15:33,600 --> 00:15:36,480 Speaker 1: you're in a cult. They wouldn't. They'd just be like, 281 00:15:36,480 --> 00:15:38,920 Speaker 1: good on you, mate. I could ramble on about this 282 00:15:39,800 --> 00:15:43,360 Speaker 1: for ages, but I think it's funny how brand loyalty 283 00:15:43,760 --> 00:15:47,440 Speaker 1: becomes cult like only when it's women who are loud 284 00:15:47,520 --> 00:15:50,680 Speaker 1: about it. When it's like men buying sneakers, Like I 285 00:15:50,680 --> 00:15:53,600 Speaker 1: know there's a lot of sneakerheads out there, or gaming 286 00:15:54,000 --> 00:15:56,840 Speaker 1: or a sports team, we call it a community. But 287 00:15:56,960 --> 00:16:00,720 Speaker 1: when it's linen pants or a twenty four dollars lip oil, 288 00:16:00,960 --> 00:16:04,600 Speaker 1: suddenly it's manipulative and people are being manipulated into purchasing. 289 00:16:05,160 --> 00:16:07,760 Speaker 1: And I think the most interesting thing out of all 290 00:16:07,800 --> 00:16:10,920 Speaker 1: of this is, you know, people that say it's marketing, 291 00:16:10,960 --> 00:16:13,640 Speaker 1: it's a cult. You're being lied to, you're being manipulated. 292 00:16:14,080 --> 00:16:17,280 Speaker 1: It's not even men that are saying that, it's women 293 00:16:17,400 --> 00:16:22,240 Speaker 1: that are saying that about other women. Make it make 294 00:16:22,320 --> 00:16:25,840 Speaker 1: fucking sense. Everything that I do is marketing in a way, 295 00:16:25,920 --> 00:16:28,000 Speaker 1: like even this podcast that I have here where I'm 296 00:16:28,080 --> 00:16:30,920 Speaker 1: uploading episodes every week talking about this, that and the other. 297 00:16:31,000 --> 00:16:33,640 Speaker 1: At the end of the day, I am marketing myself 298 00:16:33,920 --> 00:16:37,120 Speaker 1: and in turn marketing fate. But maybe it is this 299 00:16:37,200 --> 00:16:41,640 Speaker 1: more personal way of businesses running these days, thanks to 300 00:16:41,680 --> 00:16:45,720 Speaker 1: social media, that the marketing feels more personal. Therefore people 301 00:16:45,800 --> 00:16:48,560 Speaker 1: feel like they are entitled to say this is all 302 00:16:48,640 --> 00:16:51,800 Speaker 1: just a marketing scam and a ploy, and you're being brainwashed. 303 00:16:52,520 --> 00:16:58,120 Speaker 1: This post it's just giving misogyny and women hating women 304 00:16:58,640 --> 00:17:01,640 Speaker 1: like and I think that's it's really shameful. And on 305 00:17:01,720 --> 00:17:04,440 Speaker 1: the end of that post in the reddit thread where 306 00:17:04,840 --> 00:17:09,520 Speaker 1: they said that their automated email was like written from 307 00:17:09,520 --> 00:17:11,880 Speaker 1: a person, I have mine set up the same way. 308 00:17:12,600 --> 00:17:17,239 Speaker 1: When someone like subscribes to our newsletter, you have like 309 00:17:17,359 --> 00:17:20,199 Speaker 1: a thing called an automated flow, right, so when you 310 00:17:20,240 --> 00:17:23,240 Speaker 1: sign up to the newsletter. The person gets an automated email, 311 00:17:23,240 --> 00:17:24,879 Speaker 1: and it might have like a you know, ten percent 312 00:17:24,920 --> 00:17:27,240 Speaker 1: off code in there or whatever, and you can choose 313 00:17:27,280 --> 00:17:29,680 Speaker 1: how you want that email to look. Back in the day, 314 00:17:29,800 --> 00:17:31,480 Speaker 1: it used to just have like a photo of a 315 00:17:31,520 --> 00:17:33,960 Speaker 1: model in like a current fate piece and it's like, 316 00:17:34,000 --> 00:17:36,720 Speaker 1: thanks for subscribing, here's your ten percent off code. But 317 00:17:36,760 --> 00:17:38,440 Speaker 1: a couple of years ago, I was like, actually, I 318 00:17:38,520 --> 00:17:41,200 Speaker 1: want to make that more personal, so I went in 319 00:17:41,720 --> 00:17:46,160 Speaker 1: and I wrote an email from me. So every time 320 00:17:46,200 --> 00:17:49,760 Speaker 1: someone signs up to our mailing list, we're actually switching 321 00:17:50,119 --> 00:17:51,960 Speaker 1: email providers at the moment, so I need to double 322 00:17:52,000 --> 00:17:54,600 Speaker 1: check that we've actually duplicated it over to a new one. 323 00:17:54,920 --> 00:17:57,840 Speaker 1: But generally someone will get an email that looks like 324 00:17:57,840 --> 00:18:00,679 Speaker 1: it's written from me, because it is. But then this 325 00:18:00,720 --> 00:18:03,080 Speaker 1: person was getting mad saying that it's automated, like, of 326 00:18:03,119 --> 00:18:06,240 Speaker 1: course we can't be emailing every single person individually. But 327 00:18:06,320 --> 00:18:08,760 Speaker 1: I think it's nice, you know, because every time I 328 00:18:08,920 --> 00:18:10,600 Speaker 1: sign up to a mailing list on a website and 329 00:18:10,640 --> 00:18:13,120 Speaker 1: you get an automated email, it's just like a campaign 330 00:18:13,200 --> 00:18:15,440 Speaker 1: photo of a model and it's like thanks for subscribing. 331 00:18:15,480 --> 00:18:17,679 Speaker 1: I'm like, nah, But then if it's like from the 332 00:18:17,720 --> 00:18:19,879 Speaker 1: owner and it's a little bit about the business and 333 00:18:20,440 --> 00:18:22,879 Speaker 1: about the brand, and it's saying like thank you so much. 334 00:18:23,400 --> 00:18:25,919 Speaker 1: Like I think that's a nice personal touch. It's not 335 00:18:26,160 --> 00:18:29,640 Speaker 1: like a marketing tactic to scam people. But I think 336 00:18:29,640 --> 00:18:32,200 Speaker 1: that's where the person that made this post is going 337 00:18:32,240 --> 00:18:35,359 Speaker 1: with it. It might be hard to believe, but some of 338 00:18:35,440 --> 00:18:39,399 Speaker 1: us out there are actually genuine with the way that 339 00:18:39,440 --> 00:18:43,159 Speaker 1: we do things. And yes, everything and a lot of 340 00:18:43,160 --> 00:18:45,800 Speaker 1: what we do is marketing because that's the whole point 341 00:18:45,840 --> 00:18:48,560 Speaker 1: of owning a business. If you own a business and 342 00:18:48,600 --> 00:18:51,320 Speaker 1: you make products and you want people to buy them, 343 00:18:51,400 --> 00:18:54,920 Speaker 1: you're going to do marketing. Even fucking Coles and Woolies 344 00:18:54,960 --> 00:19:00,320 Speaker 1: do marketing. But of course it's the smaller women owned 345 00:19:00,640 --> 00:19:03,600 Speaker 1: for women fashion brands that are the ones that are 346 00:19:03,600 --> 00:19:07,600 Speaker 1: getting dragged in these reddit threads. Where's this same hate 347 00:19:08,080 --> 00:19:13,159 Speaker 1: for massive conglomerates. Where's the hate for massive companies that 348 00:19:13,240 --> 00:19:16,960 Speaker 1: literally don't give a fuck about you other than making 349 00:19:17,000 --> 00:19:19,680 Speaker 1: money from you? Because of course there's businesses out there 350 00:19:19,680 --> 00:19:22,280 Speaker 1: that are like that. I can't speak on behalf of 351 00:19:22,320 --> 00:19:24,439 Speaker 1: other businesses, but I can guarantee you there would be 352 00:19:24,520 --> 00:19:27,520 Speaker 1: people out there that own businesses where they don't actually 353 00:19:27,560 --> 00:19:29,680 Speaker 1: give a shit about anyone and all they want to 354 00:19:29,720 --> 00:19:32,199 Speaker 1: do is make every single dollar that they can and 355 00:19:32,240 --> 00:19:34,520 Speaker 1: they want to market to everyone and suck them in 356 00:19:34,560 --> 00:19:37,320 Speaker 1: and scam them. Like where's the hate for those kinds 357 00:19:37,359 --> 00:19:41,000 Speaker 1: of businesses and brands or just the massive giant companies 358 00:19:41,280 --> 00:19:44,919 Speaker 1: that like don't do any community marketing. Yes, everything that 359 00:19:44,960 --> 00:19:48,719 Speaker 1: businesses do is marketing. Having a community group is a 360 00:19:48,720 --> 00:19:51,200 Speaker 1: marketing tool because we can talk about our business, our brand, 361 00:19:51,200 --> 00:19:54,240 Speaker 1: our products in there. But it's so much more than that. 362 00:19:54,680 --> 00:19:58,280 Speaker 1: It gives people a place to belong. And you might 363 00:19:58,280 --> 00:20:00,760 Speaker 1: be like, yeah, that's fucking cringe or whatever, but fucking 364 00:20:01,000 --> 00:20:04,199 Speaker 1: why are you saying that, Like take a look, like 365 00:20:04,280 --> 00:20:07,000 Speaker 1: do you say the same about men that follow footy 366 00:20:07,320 --> 00:20:10,280 Speaker 1: or buy PlayStations or are you just hating on women 367 00:20:10,359 --> 00:20:15,040 Speaker 1: because of internalized misogyny. Just fucking have a think about it. Yes, 368 00:20:15,160 --> 00:20:19,119 Speaker 1: brands do play a part in consumer shopping behaviors, and 369 00:20:19,160 --> 00:20:21,440 Speaker 1: I do think we have a responsibility to not make 370 00:20:21,480 --> 00:20:24,600 Speaker 1: people feel like they need to buy something from every collection, 371 00:20:25,160 --> 00:20:28,080 Speaker 1: and that all comes down to our wording and you know, 372 00:20:28,320 --> 00:20:30,520 Speaker 1: not saying to people, make sure you buy this, or 373 00:20:30,640 --> 00:20:33,280 Speaker 1: fucking you're gonna have a shit life. I don't know. 374 00:20:33,440 --> 00:20:35,880 Speaker 1: We don't market that way at Fate. What we come 375 00:20:35,920 --> 00:20:38,320 Speaker 1: out with in our collections and our drops. It's just 376 00:20:38,359 --> 00:20:41,399 Speaker 1: like anyone that is interested in any part or any piece. 377 00:20:42,000 --> 00:20:44,480 Speaker 1: I'm stoked if someone wants to buy, but there's no 378 00:20:44,600 --> 00:20:49,240 Speaker 1: pressure whatsoever or like scarcity marketing to feel like you 379 00:20:49,320 --> 00:20:52,439 Speaker 1: must shop this or else. So I don't really know 380 00:20:52,480 --> 00:20:55,520 Speaker 1: what this fucking person was getting at. And I don't 381 00:20:55,560 --> 00:20:58,760 Speaker 1: think it's shameful to have a community group. If anything, 382 00:20:58,800 --> 00:21:01,560 Speaker 1: I think it's amazing. So I think to anyone out 383 00:21:01,600 --> 00:21:06,399 Speaker 1: there that thinks that you know, brands such as the 384 00:21:06,480 --> 00:21:09,720 Speaker 1: Lalla By Club, LSKD and Fate are just out there 385 00:21:09,760 --> 00:21:13,399 Speaker 1: to scam people and manipulate them into shopping, especially if 386 00:21:13,400 --> 00:21:16,639 Speaker 1: you're a woman. I know LSKD isn't a female owned brand, 387 00:21:17,040 --> 00:21:20,119 Speaker 1: but if you're a woman out there hating on women 388 00:21:20,240 --> 00:21:24,159 Speaker 1: founded brands and predominantly women based communities, I think you 389 00:21:24,200 --> 00:21:27,280 Speaker 1: need to take a look on the inside, because communities 390 00:21:27,320 --> 00:21:32,760 Speaker 1: are everywhere in sports, shoes, games, PlayStations, But like for 391 00:21:32,880 --> 00:21:36,119 Speaker 1: some reason, it's the women that get hated on the 392 00:21:36,160 --> 00:21:38,080 Speaker 1: most by other women, and I think it says a 393 00:21:38,080 --> 00:21:42,640 Speaker 1: lot so that's it for this week's Big Business Bonus episode, 394 00:21:42,640 --> 00:21:44,280 Speaker 1: and I know Xander is going to be on the 395 00:21:44,320 --> 00:21:46,440 Speaker 1: other end saying this is way too long for a bonus, 396 00:21:46,640 --> 00:21:49,159 Speaker 1: but I had a lot to say. I don't normally 397 00:21:49,160 --> 00:21:51,600 Speaker 1: give these things the time of day, but I thought 398 00:21:51,640 --> 00:21:55,040 Speaker 1: it was a good topic to talk about, and I 399 00:21:55,040 --> 00:21:57,719 Speaker 1: think there's nothing wrong with having a Facebook group at 400 00:21:57,720 --> 00:21:59,280 Speaker 1: the end of the day. But I do think that 401 00:21:59,359 --> 00:22:04,080 Speaker 1: brands have the responsibility of marketing responsibly, if you want 402 00:22:04,080 --> 00:22:06,640 Speaker 1: to call it that. But anyway, I'll be back next 403 00:22:06,680 --> 00:22:09,439 Speaker 1: week with the main and in the meantime, feel free 404 00:22:09,480 --> 00:22:11,680 Speaker 1: to join the Fake Society Facebook group if you want. 405 00:22:11,920 --> 00:22:14,359 Speaker 1: There's always lots of exciting things happening in there, and 406 00:22:14,440 --> 00:22:25,080 Speaker 1: it's just a good bloody time. Bye.