David Blecken
Apr 26, 2019

Samsung, Zozo and the perils of over-promising

After high-profile failures, the established electronics giant and the upstart that planned to revolutionise clothes shopping face very different futures.

This week, brands were given a sharp reminder of the danger in promising something they can't deliver.

First, Samsung was forced to delay the launch of the Galaxy Fold after reviewers found test versions of the nearly $2,000 phone to be faulty. Then yesterday, Zozo, the Japanese online clothing retailer, announced the closure of its international service after the prolonged misfire of its much-hyped online measurement service for body dimensions.

Both cases...

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