An innovative way to create this trust relationship and a huge network that won’t leave a doubt to the customer: is that the customer who himself of the product. Some companies like Vanish advertises their products through customers videos. Indeed vanish created a web site where every Vanish user can comment, post videos, and help other vanish consumers to use the product in an effective manner towards the kind of stain they have (Vanish, 2012). This allows the consumer to trust what his pairs say and trust at the same time the product they are buying. It also allows the company to spend less money on advertising (filming, set, actors etc..) and gain more trust by using real customers videos. This technique is also used by the fashion industry like the fashion blogger Garance Doré where it is a customer which writes a blog where they write everything they think about the new collection of fashion designer or what kind of boots she saw and bought (Garance Doré, 2013). This kind of publicity is very positive for the fashion industry, as it can be devastating. The companies should implement this technic by opening a website on which a social network of customers could comment on the product, create their own image of the product, and advise the other customers in the use of the product. This kind of action could work through social networks like Facebook and Twitter.
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The Change: November 2013 Issue Issue
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