Could The Weekenders Bankruptcy Been Avoided

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Over the last few days I have heard from Weekenders Reps from across the world and all of them have asked the same question “Could the Weekenders bankruptcy been avoided?” The short answer is YES! But to get to this answer, there are a few things we should review.

Network marketing in Canada has been growing for years, with new companies showing up on the horizon monthly. Sine the 80’s when Mary Kay and Primerica launched successful oporations, Canadians have become familiar with the industry and have gladly accepted all it offers, from high-quality products to high-income opportunities. Now we are seeing this trend is making its way into new immigrant groups and the younger generations. Which makes it even more frustrating to heard that Weekender’s has entered into bankruptcy.

However, unlike other Canadian companies like Avon, Amway, Mary Kay, XanGo, Primerica and new comer INVISUS Direct, which have created complete marketing and branding strategies aimed at the younger generation, Weekender’s seemed to continue focusing mainly on the Baby Boomer market.

Please do not get me wrong, Weekender’s clothes are some of the best I have ever come across, and my wife owns some. However, I would classify Weekender’s as a Hillery Clinton style wardrobe.

Back to the point at hand. When I stay that Weekender’s did not change their marketing strategies fast enough, here is my point.

Generation Y (those born between 1977 and 2002, also called the Echo-Boomers or Millennials) and Generation X (those born 1965-1976) are be far the fastest growing demographic groups in MLM at this time.  And it is these two demographic groups that are on the radar screen of all companies looking to jump start their aging field forces.

Although, Weekenders, developed a new line of clothing to attract those ages, it came several years after other companies had already changed their marketing to attract these age groups. Shaklee launched their Gen X marketing back in 2002 and have watched younger leaders put life back in an aging brand. Plus Gen X & Y lead the “Green” agenda worldwide and Shaklee is the first company in history to become a 100% Green company.

But, this editor, still has problems understanding how a company generating more than $30 million in sales annually, can just up and close its doors.

I predict that since the Weekenders main website is still up, that they will ask the Bankruptcy Court to set aside ALL distributor Agreements, and allow the company to market their clothing line direct to their custom base.

Although this will put 3500 independent reps out of business, some which have been with the company since it’s launch 30 plus years ago, and free up between $13.5 and $25 million earmarked for commissions to go back into growing the company, paying down debt and rewarding executives for restructuring the company.

We saw this happen to Excel in the early part of this decade, and it seems it may be happening again.

To all weekenders reps, if you are looking for a new home for you and your teams, please contact me personally and I will gladly give you the names of some company’s who love their distributors, and who would welcome you and your teams.

As a disclaimer, I do not have any monetary positions with any of these companies.

Never Give Up,

Troy Dooly

The Navigator