She Fell With the Olympic Torch and Turned It Into a Sales Boost
- Magazine Luiza sales top July goal on promotion tied to gaffe
- Consumer mood improved in July, August with Olympics: CEO
This article is for subscribers only.
The image of Magazine Luiza SA Chairman Luiza Helena Trajano falling while carrying the Olympic torch became an instant internet meme in Brazil. The entrepreneur was quick to turn it into a sales boost for the retailer.
The second-largest appliance and housewares chain in Brazil started a sale just a few days after the incident, with the slogan #cairfazparte -- which roughly translates as “falling is part of life.” The message was that after Trajano’s tumble, prices would now drop too. The move helped the company beat its sales target for July.