SAINTS PRESERVE US
Purveyors of Filth
Upscale retailer Nordstrom made the business section of this morning’s newspaper for selling filth-encrusted jeans for US$425 a pair. There’s a matching jacket too, same price. You have to wonder who would be stupid enough to pay that much for denim in the first place, let alone with fake caked-on mud. And you have to wonder about the besotted Nordstrom buyer: ‘Do they come with blood stains? Can we get them with blood? Hey! What about spilled micro-brewed beer, French wine and lo-fat mocha latte!?’
A recurring tragedy in the modern field of marketing is its often inappropriate tendency to copy successful trends in unrelated industries. For instance, clear dishwashing liquid led to clear cola and clear beer. And you just know that the idea of clear Cheez Whiz and clear Miracle Whip occurred to some genius at Kraft. With that in mind, let’s eavesdrop on a sales meeting in a boardroom in the headquarters of the American Lifestyle Fixtures Company (ALFC).
Vice President of Marketing: Sorry I’m late! I had a task to complete.
Chief Executive Officer: That’s… Jesus, what happened to your pants? Were you foraging at the city dump? Was that your task? I know it’s casual Friday, but…
VPM: Ha! They’re brand new! Cost me nearly half a G-note at Nordstrom. These pants are part of my personal brand; they say I’m not afraid to get down and get my hands dirty, so to speak.
CEO: Really? Okay. Right. Spring is a big season for us as folks start to think about home renovations after their Christmas bills have been paid, and make decisions too about their outdoor summer lifestyles. So why don’t you walk me through our new products, our sales drivers for 2017?
VPM: Our core business has always been hot tubs. That said, at the end of the day, ALFC has always been an authentic, indeed iconic, American brand. This season I’m really excited about our new Dilettante line, beginning with the signature Patio Spa. It’s radically innovative and unlike anything our competitors offer.
CEO: I’m intrigued. Go on.
VPM: The unit comes with pond scum and flakes of human skin, you know, as if someone with a peeling sunburn had been simmering in the tub. The accessories are beyond cool. The tarp is torn and beautifully faded, and the deck boards appear to be rotting. The really inspired touch is the exposed rusty nails.
CEO: Jesus. Okay, I’m building my dream home. Walk me indoors.
VPM: Louche aspirationals will drool over our companion Dilettante Complete Suite, down market luxury with a neglected panache uniquely its own. The taps and faucet come with encrusted hard water mineral residue. The sink is soap scum grey, complete with a rust stain and stray hairs, including shaven whiskers.
CEO: Uh, Jesus, what about the soaker tub?
VPM: Same as the sink, but only bigger! All kidding aside, the team in R&D worked really hard to get the mould and mildew around the jets just right. Oh, and the drain clogs. That was my idea, not to blow my own horn…
CEO: Oh, sweet Jesus. Go on.
VPM: As you know, the master powder room is a shared and intimate space. This year we’ve added an optional urinal.
CEO: Splash back has always been something of a built-in design flaw… Funny, no matter what we do…
VPM: Solved! Solved I’m delighted to inform you. We’ve added absorbent cigarette butts in a variety of fashionable filter colours with custom striping and sodden wads of facial tissue.
CEO: Jesus. Oh, sweet Jesus Christ. Uh, look, I’m running late. Sorry about this, but…
VPM: But I haven’t told you about the toilet! Have you ever seen the movie Trainspotting?
CEO: Jesus. Oh, Jesus. Oh, sweet Jesus Christ. I have to make a call, a vital one. Uh, time got away from me this morning. Can we, uh, reconvene…
VPM: My fault entirely! I was late and I know your time is valuable. My darned e-mails piled up on me and I had to arrange them in separate folders to read later and so I must apologize for being tardy.
CEO: Yeah, thanks, Jesus. Oh, hey, can you drop by Human Resources on your way back to your office?
VPM: Sure thing! Time to talk about my performance bonus, I’ll bet!