In February 2024, I purchased a pair of Burberry sunglasses for $300—polarized, stylish, and what I thought would be a long-term investment in eye protection. I have sensitive eyes and wear sunglasses anytime I’m outside, so I was willing to pay more for quality.
To me, Burberry represents quality.
So when one of the temples fell off just 15 months later, I was surprised—and disappointed.
I first contacted the retailer, Sunglass Hut. Their solution? $100 for replacement temples. A third of the original cost seemed high to me.
I then reached out to Burberry (brand design), only to be redirected to Luxottica—the manufacturer behind most designer sunglasses. After completing a series of forms and waiting a few days in between, I was offered a replacement pair… for about $250.
That was their version of a resolution.
What disappointed me most wasn’t just the product's lacking quality—it was how little ownership anyone took. No acknowledgment, no empathy, no sign that the brand I trusted stood behind what they sold.
And that’s when the perception cracked for all 3 brands. Considering how many brands Sunglass Hut carries—and how many Luxottica manufactures—my sunglasses options just got a lot smaller.
As business owners, we often think of brand (beyond design aspects) as our message or our positioning. But brand is also built—or broken—in the moments things go wrong. In this case, three different brands lost my trust and with it, my previously positive association/reputation.
👉 Do you make it easy for your customers to resolve issues?
👉 Do you acknowledge their frustration, or pass the buck?
👉 Do your values show up when it's inconvenient?
I’ve since purchased a new pair from a brand that isn’t manufactured by Luxottica, and I didn't buy them at Sunglass Hut.
Was it worth it for these companies to lose a customer for life?
Chances are they don't know I exist - or that I'm experiencing this pain.
Imagine how different this post would have been if they offered to fix my glasses (or replace them) for a reasonable amount.
💬 Share how you ensure you don't lose a customer.