Topic: Influencers

For fashion houses, finding audacious ways to grab the attention of fans and consumers means trying to stand out in a crowded social media milieu. One of the most powerful tactics they can use is working with influencers. This is true for many brands, and it brings with it a specific risk: hatred directed at your valued personalities.

The ascent of social media influencers as a marketing tactic for brands has encountered occasional turbulence. Ranging from “It’s a little bumpy, so we’re going to leave the seat belt light on” to “Watch out for falling luggage from the overhead bins!”

Social media platforms are bracing for what is widely expected to be an inflammatory and highly contentious election period, anticipating a firestorm of hostile online exchanges about politically- and socially-charged issues. Against this backdrop of belligerence, brands could face unprecedented reputational risk, which very well could originate from the organization's most valued stakeholders.