What no one else is saying about Cue Clothing (EP#86)

If your customers can’t see themselves, will they buy? The Cue Clothing problem

~ Are you actually showing customers what you sell and how to buy it?

~ Does your marketing reflect the people you want to buy from you?

~ Are you clearly communicating what makes your product worth paying more for?

When an iconic Australian fashion brand with more than 60 years of history goes into voluntary administration, there’s plenty to unpack.

In this episode of Money Secrets, Fi takes a closer look at Cue Clothing and asks a question she thinks is missing from the conversation around its voluntary administration: does Cue really understand who its customer is?

Cue sells up to a size 16, but its marketing doesn't show size 16 clothes or bodies. Women responding to Fi’s posts said they had no idea Cue stocked their size. So if customers can’t see themselves in your brand, how will they know your product is for them?

Fi also questions Cue’s premium positioning. If you're asking customers to spend $200 to $400 on a garment, you need to clearly communicate why it's worth it. That means telling the story behind the quality, design, manufacturing and people who create the product.

Then Fi turns the conversation back to small business: show people what you sell, make it easy to buy, understand your target market and bring customers behind the scenes of what makes your business different.

Because even a brilliant product is hard to sell if the right customers don't know it's for them.

🎧 Tune in for Fi’s take on Cue Clothing and the marketing lessons every small business owner can learn from it.

What you'll hear in this episode: