Getting the message right is essential. Get it wrong and your communication can harm your business. You can see this in action when you look at retailing.

I keep hearing retailers bemoaning falling sales or blaming international online competitors. The real problem it seems to me is that retailers (and clothing retailers in particular) simply aren’t selling what we want, when we want it. But equally importantly they are giving us all the wrong messages.

In Melbourne for client meetings this month I hit the shops too (I was born to shop; no wonder I’m in marketing PR). What was telling were the sales everywhere. Both my favourite Melbourne-based fashion stores had sales on. In one, everything was on sale plus another 30% off. The other had just as much off the current season’s range, while they had already introduced the next season's range.

I bought from one because they had things I wanted – they fit, were stylish and in bright colours. But I didn’t buy from the other this time because they didn’t have what I wanted. I didn’t buy because of the sales.

The trouble is, by promoting sales everywhere, almost all the time, retailers are effectively telling consumers they are desperate to sell things. Why would we want to buy things anyone is desperate to sell?

The other message is that the ‘normal’ price is obviously so over-inflated, the items aren’t worth the money anyway.

It’s feeding into negative consumer sentiment; that we actually shouldn’t buy because things are desperate. And if retailers are trying to rip us off, why should we choose to buy from them?

Zara opening

Fashion retailer Zara just opened in Sydney's retailing heart with much hype and promises 'customers will be spoiled for choice with fabulous new styles arriving from Zara's Spanish logistics platforms with drops twice a week'. I qued up for my first look at their offering this week, having seen the publicity and expected something special. It was all a disappointment.

Nothing really different/exciting/stylish - just more of the same you find in most other stores - and there were lots of clothes looking messy on tabletops and few staff (in fact I only saw the security personnel at the doors, I didn't actually glimpse anyone helping customers). There were plenty of people around, especially in Zara which actually had queues from the Mall to get in/try on/buy things, but I didn’t see a lot of people clutching carrier bags and most of the other stores around the revamped city shopping precinct were pretty empty - not surprising when nearly all the offerings are practically identical – too much grey/black/browns and too little colour. (OK it is true Zara had manikins sporting hot pink super short skirts, but that isn't quite enough.)

Surprisingly, the international Zara company didn't deign to establish an Australian website to support the launch, allowing other sites to write whatever they wanted about it instead. Clearly they didn't see Australian consumers as worth the effort.

The right message

At least Westfield promoted fashion style guru Gok Wan's recent visit as the chance to show women another aspect to fashion. He's quoted on their website saying: Don't be afraid about taking risks with what you wear! I think women have become afraid to express themselves through their clothes, because they are too worried about their bodies. Well I say forget all that and let your own amazing personalities shine through with what you wear! Take control of your wardrobe ladies - you're the boss now! His presentations in their centres showcased how to put this into action.

Now, that’s a reason to shop. Pity it's so hard to follow his advice, given the bland fashion choices on offer.

My favourite store in Paddington doesn’t need to go to the same lengths to get their message across – a small fashion retailer, she chooses her range with her specific clientele in mind. She knows which clients want colour, which won’t wear wool or prefer three quarter sleeves to sleeveless. She remembers what you’ve bought before and what new things will go with it. Her prices are also affordable. And she’ll call you when the items she knows you’ll love have just arrived and make the effort to get something in the right size or colour if she’s already sold it. I always buy when her things first come in because I know they’ll be gone if I don’t.

She also refuses to sell winter clothes in the middle of Sydney’s summer heat and humidity when no-one wants to try on a jumper.

Why do retailers think winter starts in early February? Or that summer starts in July? And I know black is the new black, but do I really want any more of it in my wardrobe heading into winter - or other season for that matter? Stop in the doorway of 99% of fashion stores and all you note is a sea of black, a little grey and a dash of red or brown (this year it is camel, but it's still brown).

I want colour, clothes that are stylish, fit properly and make me feel good. And I'm not alone. Women want to buy fashion that suits them whether they are 18 or 68, stick thin or curvy. Why don’t more fashion designers, buyers and retailers get it?

Communication messages aren’t always written in news releases, brochures or on web sites. How your organisation behaves, how it treats its customers, what it offers and when, are still messages today’s savvy consumer understands only too well.