Canadian retailer commits to no-Photoshop policy

Canadian women’s clothing chain, Jacob has said that it will not allow any of its photos to be touched up in any way. They are trying to build some brand equity as being an honest company. They hope that when people see their clothes on models in their photos they will believe that the clothes will look the same way on them. They know that people are well aware that most photos of this kind are touched up and cannot be trusted so they hope that will give them an advantage.

I’m not sure how much this will really boost their sales, but they did make it on to the Toronto Star when it was announced so that publicity will probably help somewhat. This strategy they are employing seems like it may be something that won’t have a big impact right away, but if it is a part of a larger strategy to be more honest with the customers then it can pay off in the long run. However, they better make sure that their photos don’t look bad now that they can’t touch them up, otherwise this whole plan can backfire.

I am not familiar with another company that has tried this exact strategy before so there is not much history to go on when predicting its success level. The only things one can use in this situation is using a good understanding of how people and the world works, as well as, common sense. Assuming they won’t get too much publicity other than the newspaper article for the one day, this is not likely to be a massive hit, like I mentioned. However, I admire their effort and creativity for trying a new approach. It is also smart thinking because it’s not a strategy that is very costly. It is likely a low risk, low reward strategy for them which can sometimes be very useful.