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Son of a Pitch: Cleaning Up After Hollywood’s Mess

May 20, 2015

By ALI CUDBY

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I’ll admit it – I was a Pitch Perfect addict. I paid to see the ode to a cappella in theaters. Twice.

I rented the movie on Pay Per View. I watched it on cable…oh…let’s not count the number of times.

Was it a lot? Yes.

Did I need a Pitch Perfect 12-step program? Maybe.

As far as I was concerned, Pitch Perfect was aca-awesome, and I couldn’t WAIT for the sequel.

With great enthusiasm, I went to the theater on opening weekend, ready to get my Pitch on.

The film opens with a big musical number at the Kennedy Center in front of the President and Mrs. Obama. “Hilarity” ensues when the overweight character played by Rebel Wilson splits her pants while spinning – suspended in the air – displaying her assets (so to speak) to the august audience.

Much as I wanted to root for Pitch Perfect 2, that scene made it very hard to engage.

As a society, we are influenced by the messages from mass media, and those messages are decidedly unfriendly to women whose bodies don’t conform to the Hollywood ideal. That ideal can seem impossible to achieve, even for the actresses themselves. Celebrities are scorned when they are deemed too fat or too thin, are immediately post-partum, or even when they dare to age.

No wonder, then, retailers consistently report that customers feel like their bodies are somehow lacking. The celebrity-driven body shaming influences the way many women see themselves when they come into your store.

While it may not be possible to single-handedly reverse the effects of pop culture, every retailer has an opportunity to be an island of body positivity in the sea of mean. A single comment can turn a customer off, which can have a ripple effect of negative reviews and lost revenue.

In the quest to cultivate customers for life – which should be every retailer’s goal – it’s the job of management to search and destroy anything that drags down the brand. Given the extent of body-shaming out there, it’s not an easy task. When businesses focus on the positive they will become a safe haven where customers choose to buy again, spend more and spread your name via word-of-mouth.

As for Pitch Perfect 2, it’s interesting that even the Millennial generation – the one that’s supposed to be all-embracing – still reverts to shaming messages for “entertainment.” The movie could have been a celebration of feisty females, but instead it pandered with cheap jokes. Women deserve better. Until those negative messages disappear, retailers will be dealing with body-image fall-out in the dressing room.

 

 
COMMENTS
1
  1. Gina Stempler Friday - 22 / 05 / 2015 Reply
    At Bardot Lingerie, we greet each and every woman who walks into our small but classy boutique with a big smile. We give them a few moments to browse around and then we approach them and tell them about what it is that we do. Oftentimes they express doubtfulness that we would have anything that would fit them, but we reassure them that we cater to ALL women and that we can indeed help them find lingerie that will not only be functional but will help them feel as beautiful as they all are! We love you Ali!!!

she buzz

 

 
SHE BUZZ is the place to go to tune into the world of women. From news stories and trends to the issues women uniquely face in the world by virtue of being women. It may be fun and festive, or sad and serious. This column will be guided by current events and personal opinion – all on the topic of women’s experiences.
 
The lingerie industry is about more than fittings and finery. It’s about connecting to women and creating an environment that’s supportive – both physically and emotionally.
 
Ali Cudby will bring you a range of topics as diverse as women themselves.
 

 
 

ALI CUDBY teaches a proven method to transform the customer culture for businesses that sell to women. With Ali, businesses lay a strong foundation for building the deep relationships customers crave as the antidote to isolation in the modern economy.
 
The result? Customers are inspired to buy more often and refer like crazy, while businesses thrive and change customers’ lives.
 
Ali is a bestselling author and has been featured in TV, print and online for publications such as Cosmopolitan and Essence Magazine, among others. She holds an MBA from Wharton Business School and spends her spare time in her pottery studio.
 
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Ellen Lewis, editor/publisher of Lingerie Briefs