Famous Last Words : Tilley Is Simply Unendurable

In 1993, I was in Toronto and stopped in at the Tilley Endurables store at Queen's Quay Terminal. I bought a blue travel blazer-one that is sturdy and has Velcro and zipper fasteners on inner and outer pockets. It has a hard finish and does not wrinkle.

I have worn this jacket on trips all over the world. When I go through airport security, I can seal my wallet, keys, cell phone, pen, etc., in the Velcro pockets; fold the jacket; and put it in the tray for its trip through the X-ray machine. At the other end, I know these personal items will be safe in the pockets, and the jacket will not be wrinkled.

Old L.L. Bean once said that he did not consider a sale complete until the item had worn out and the customer was still satisfied.

Such is the case with my 15-year-old Tilley Endurables travel blazer. At the end of May I flew to Los Angeles for the BookExpo America convention and wore the jacket. I noticed that the lining was torn, and it was time for a new one.

During some downtime in my hotel room, I went on the Tilley Endurables Web site and found the jacket, which you see illustrated here.

From the sales copy:

Savile Row meets Fort Knox in the Tilley Travel Blazer, our all-season dark navy blazer that is capable of protecting you from the elements and pickpockets with equal flair. Equipped with eight secured pockets, all either Velcro-sealed or zipper-closed for security and peace of mind. This classically styled blazer has a double back vent style and just a touch more room across the back and down the arms for comfort and fit.

The cost: $265.

I have a truly dreadful body-fat neck, short arms and a spare tire around my middle. When I shop at Boyds in Philadelphia, the salesman takes me to a back room, where he shows me jackets. I choose one, the fitter makes chalk marks on it and a week later I pick it up. It fits beautifully. I have no idea what size it is.

I looked at the Tilley size chart, which offered 13 choices from Regular 38 to Tall 52. Rather than guess at the size, I decided Tilley would know. So I clicked on "Contact Us" and found a form. Here is my e-mail:

I want to order jacket #TW49. I am 5'8" high, with a 17" neck, 32" arms and a 40" waist. I can get the sleeves altered, so please send me the size that will best fit the rest of me.

Please ship it the cheapest way.

Thank you. 

I filled out all the required information-name, address, phone, fax, e-mail, MasterCard account number, expire date, ID code.

I clicked on "Submit" and went off to BookExpo.

When I got back to my room and went online, I received an e-mail from a customer service representative at Tilley Endurables, which can only be described as a textbook case of rudeness, ineptness andutter unhelpfulness:

Friday, May 30, 2008 3:48 PM
From: "usmo@tilley.com"
To: dennyhatch@yahoo.com

Dear Mr. Hatch,
If you would like to purchase the blazer, please go to our Web site at tilley.com. I apologize for the inconvenience.

If I can be of further assistance, please feel free to contact me. 

So much for a $265 order.

So much for a Tilley customer.

Good-bye silly Tilley.

Hello Magellan's!

Takeaway Point: Do you have a clue about the caliber of employees who are replying to customer e-mails and answering your phones? 

Denny Hatch is a freelance direct marketing consultant and copywriter. Visit him at www.dennyhatch.com, or contact him via e-mail at dennyhatch@yahoo.com.

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