MOLLY-Mae Hague’s new fashion label Maebe has been a roaring success with the first drop selling out in 24 minutes and the restock in a mere three minutes.
However, the glamorous businesswoman, 25, has run into a few stumbling blocks with customer experience and alleged product quality – but this could be easily solved, according to a PR expert.
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One fan called Morgan was left devastated after the £140 blazer she bought was ruined after just three hours of wear.
The blazer material had already started bobbling on both sides and it looked like some of the fabric was already becoming unattached from the thread.
Another fan, @survivingnotthriving2, had a similar experience after just one wear and shared an email she received from Molly-Mae’s customer service team.
It said: “Unfortunately, this cannot be classed as a fault and as you have worn this, we won’t be able to accept to item for a return [sic].”
They then suggested that the best way to tackle loose fibres on the blazer is to ‘shave’ the fabric using a garment ‘debobbler”.
Brand expert Edward Coram James, CEO of Go Up shared how the beloved influencer can win back customers and make her future drops even more successful.
He told Fabulous: “The biggest issue here isn’t just the quality of the clothes — it’s that customers feel dismissed.”
Here are three ways Molly-Mae can turn this around…
Offer refunds
Edward said: “I think full refunds are non-negotiable here.
“The damage to her reputation will cost way more than the refunds ever will. Customers who feel burned by a brand don’t come back.
“If Molly-Mae wants any chance of keeping their loyalty, she has to show she’s willing to make it right.
“Yes, it’ll hurt financially in the short term, but refusing refunds could lead to something worse — like even more disgruntled fans going public with their stories and damaging her brand long term.”
Currently the Maebe website states they only accept refunds within 14 days if an item is in a “unused, unaltered condition and still fitted with their original tags and security ribbon.”
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What are the Maebe prices?
- Away Day Top – £55
- Away Day Trousers – £60
- All Tied Up Shirt – £65
- Contour Popper Top – £50
- Seam Denim Jeans – £90
- Dreamer Pointelle Tee – £35
- The Ultimate Blazer – £140
- Cosy Cropped Cardigan – £60
Create a feedback loop
The influencer, 25, has been criticised for “not knowing her audience” after revealing how much she’s charging for a basic tee, jeans and blazers.
But there has also been issues with the sizing too.
Edward shared: “There’s been some feedback around the sizing in Molly-Mae’s line, especially with a size 16 (which is the UK average) being labelled as 2XL.
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“It’s easy to see why people might feel misrepresented by that, but this could be a great chance for Molly to show how much she cares about getting things right for her fans.
“A positive way forward would be setting up a feedback loop so customers can share what’s working and what isn’t.
“That way, the brand stays in touch with what people need, and it helps everyone feel more involved.”
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Why Molly-Mae risks losing all her fans after Maebe restock sells out in THREE minutes
SENIOR Fabulous journalist Abigail Wilson has revealed why the glamorous star risks annoying her loyal following with her Maebe launches.
I’m a huge Molly-Mae fan and ever since the blonde beauty walked into the Love Island villa, I’ve been hooked by her every move.
Her response to her break-up touched my heart, her solo parenting left me inspired and I’m always keen to hear her beauty recommendations, but now, I’m annoyed.
I recently admitted that I was gutted when I saw the Maebe pricing and now, I hate to say it, but I think Molly-Mae, who’s estimated to be worth over £6 million, could be entering a risky territory.
I’ve watched Molly-Mae’s vlogs religiously for years and yes, I’m one of the 8.3 million who avidly follows her on Instagram.
I was excited after initially hearing the news that she was coming out with a fashion brand, but the pricing, with items varying from £35 to £140, had me stunned.
And now, the unbelievably quick Maebe ‘sellouts’ have my eyebrows raised.
Yes, the Maebe items are meant to be good quality, staple pieces that will last you years.
But with her audience predominantly Gen Zs, those mostly teens and twenties, it’s hard to believe that people with the lowest incomes are actually able to splash the cash on Maebe buys.
If you take a quick look at the Maebe website, you’ll see that all 15 items are sold out.
There was a range of new fashion pieces in the latest release, including the Sofia cosy cropped cardigan, which was priced at £65.
There was also the new Sofia knit sweater, which would set fashion fans back a jaw-dropping £55.
And yes, I find it hard to believe that the pricey buys, which many of us simply can’t afford, sold out in less than five minutes.
I mean, after all, it takes longer than that to add items to your cart and type in your card details.
Address the issue
The branding expert said that “transparency is everything” when you are a new business owner.
He advised: “People understand mistakes happen, but they’ll be way more forgiving if she’s open about it.
“If people feel ignored, they’ll go public and make it a bigger deal.
“She should be responding to these complaints directly on social media, showing that she’s taking them seriously.
“Maybe (no pun intended!) she could even do an Instagram Live or post a video addressing the issue herself, explaining what happened, and telling customers she’s working on it.”
Molly did talk about negative reactions to the brand from people who hadn’t placed an order.
She said in a vlog: “The most disheartening out of everything is that people are making videos, talking negatively about maybe when they don’t even place an order.
“They don’t even have clothes in their hands to review.”
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She added: “It’s completely self-funded, and it’s a complete passion project.
“Another thing that’s quite frustrating for me is I think people think there’s like a big team behind this project when you’re looking at Maebe right here.
“I’ve been doing this with one other person that’s been helping me do the bits that I’ve not been able to do.
“And apart from that, like, I’ve literally done this completely independently.”
Molly-Mae’s ‘tactic’ to create hype around Maebe
JUST minutes after the Maebe restock, fans were sent into a total frenzy when they realised they couldn’t get their hands on the chic fashion pieces.
As a result, a number of social media users and avid Molly-Mae fans questioned whether a sneaky marketing strategy had been deployed, to create extra hype and anticipation around the brand.
One person said: “This is called strategic marketing to create demand. Not very good for building a loyal customer base. [I] like Molly but this isn’t cool.”
Strategic marketing is a process that helps attract an audience to a business and drive revenue.
A pillar of strategic marketing involves scarcity marketing, something that Kylie Jenner has previously been accused of for Kylie Cosmetics, whereby limited product drops and exclusivity create urgency, driving customer engagement and faster sales.
A second commented: “Very clever marketing! Restocking a limited amount of items to create the illusion it’s super popular!! Reality is she is only restocking for a handful of each item so you all think it’s super popular! Don’t be fooled.”