Firing of Zimmer Doesn’t Exactly Suit a Social Media Age

Posted on June 25, 2013 
Filed Under Crisis Management, Media Training, Social Media

In abruptly firing Men’s Wearhouse founder and executive chairman George Zimmer, the men’s clothing company has sent a few messages to the marketplace, none of which are likely to help the brand’s reputation or its PR efforts.

Men’s Wearhouse gave no explanation for firing Zimmer, who built the company from one small Texas store to “one of North America’s largest specialty men’s clothiers with 1,143 locations,” according to The Huffington Post, adding that the company generated revenue of $2.48 billion in its latest fiscal year ended Feb. 2.

To add insult to injury, the firing came on the heels of the company’s announcement last week that profits were up 23%.

Perhaps Zimmer—the face of the brand who assures consumers in television commercials that “You’re going to like the way you look”—is being punished for helping to generate solid numbers for the brand. That’s puzzling enough. Yet it wouldn’t be the first time that a company’s founder was ousted by the board of directors, the late Steve Jobs being the most prominent example.

What’s even more bewildering is the Zimmer handed over the CEO reins to his successor, Douglas Ewart, in 2011.

Zimmer, for one, has not been shy about airing his grievances. “Over the past several months I have expressed my concerns to the board about the direction the company is currently heading,” Zimmer told CNBC. “Instead of fostering the kind of dialogue in the boardroom that has in part contributed to our success, the Board has inappropriately chosen to silence my concerns through termination as an executive officer.”

Men’s Wearhouse has responded to Zimmer’s comments with radio silence. That’s the company’s prerogative, of course, never mind that it betrays an incredibly dim view of public relations.

“The move goes against everything you learned about corporate communications,” said David Johnson, CEO of PR agency Strategic Vision LLC. The decision “creates uncertainty among existing customers about where the brand is going.”

Some reports pegged the move to Men’s Wearhouse wanting to re-tailor the brand for the millennials (people born from the early 1980s to the early 2000s).

If so, Men’s Wearhouse has a peculiar way of communicating to millennials, who seem to value transparency, openness and dialogue—everything Men’s Wearhouse avoided when it decided to dump Zimmer.

Indeed, they don’t call it “social media” for nothing. Other reports suggested that Zimmer’s support for legalizing marijuana may have gotten him in trouble.

Whatever the case, Men’s Wearhouse comes off as a company that’s stuck in time.

If the company had serious differences with Zimmer it should have had the gumption to tell consumers via its social channels why the man synonymous with the brand was being summarily let go and where the company goes from here.

Initial returns on Men’s Wearhouse secrecy strategy are less than encouraging. Hundreds of Men’s Wearhouse shoppers took to its Facebook page to express their outrage over the firing of Zimmer, per CNNMoney.com. Said one customer: “Oust George and lose my business. I guarantee it.”

Maybe the suits at Men’s Wearhouse need to reconsider their decision to get rid of Zimmer and get more schooling in PR in the process.

(Earlier today, Men’s Wearhouse Board of Directors released a statement explaining why the company fired Zimmer.)

 

Follow Matthew Schwartz:@mpsjourno1

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