Top Luxury Fashion Brand
Averting a brand crisis when minutes matter
As one of the world’s top 50 most valuable brands*, our Italian luxury fashion client has been recognized on multiple occasions for its innovative and unconventional marketing.
However, in recent years a number of high-profile luxury fashion brands have found themselves at the center of controversy, especially on social media.
This includes accusations of cultural appropriations, questions about sustainability efforts, ethical fashion, counterfeits and misinterpreted marketing campaigns.
These conversations made our client more susceptible to online abuse, consumer backlash, activist boycotts and instigators intent on doing damage to its market value and business operations.
Something had to be done to anticipate these unknown incidents and issues to make sure they didn’t become a full-blown crisis.
Source: 2020 Interbrand Index
In recent years a number of high-profile luxury fashion brands have found themselves at the center of controversy, especially on social media.
While our client recognized these risks were becoming more frequent, the brand still relied on traditional social monitoring tools. These dashboards used internally identified keyword searches to track historically well-known topics of concern, such as established animal rights activists. However, they didn’t detect unknown risks to the brand, nor did they effectively triage the myriad of potential incidents and issues that were growing in volume as the industry began to see its consumers engage in social movements across the wider web.
Unfortunately, these were not the only challenges they encountered. Others included:
The luxury fashion conversation occurred in many different languages, and what mattered to consumers in one culture wasn’t necessarily cause for alarm with another. Having this intelligence was critical to making informed decisions as a brand.
To complicate matters further, these conversations spanned many different time zones outside of Italy where the brand was headquartered, so its existing solution was not able to deliver 24/7/365 coverage across the globe in real time.
When internally designated keywords were identified by the traditional solution it set off a flurry of emails within the organization, which meant that genuine incidents or issues could go unnoticed amid the fire hose of alerts.