brand challenges

Damage Control: Dior's Galliano Response vs. CBS and Sheen [Updated]

Posted by Barry Silverstein on March 2, 2011 11:00 AM

With the ouster of designer John Galliano from haute fashion brand Christian Dior, once again we see a brand scrambling to pick up the pieces as one of its celebrated spokespeople gets embroiled in controversy. We have heard this story many times before. The Tiger Woods debacle, which affected a number of brands including Nike, is one glaring example.  

For brands linked to high-profile personalities who are not always predictable, swift and decisive damage control seems to be part of the package in this era of swift and loud real-time public outcry.

For Dior, though, the removal of Galliano has to be particularly painful — even though the designer has issued a public apology following charges of anti-Semitism sparked by a web report by UK tabloid The Sun, which posted damning video of a ranting Galliano in a Paris café.Continue reading...

social media

Burberry Extends Its Brand By Networking, Socially

Posted by Sara Zucker on November 11, 2009 10:15 AM

Photographer/blogger The Sartorialist (real name: Scott Schuman) may have tried to keep the project secret (well, FT -- and we -- reported this in September). But Burberry's “Art of the Trench” has finally launched, leaving other fashion-related social networking sites shaking in their well-made boots.

Aptly named, CEO Angela Ahrendts explained that the website focuses on the brand's signature coats, initially offering a library of photos of different people in coats.

“It’s our differentiator,” Ms. Ahrendts said. “It’s not so different from what competitors do. Maybe one was born from shoes and another from luggage; we come from a coat. It’s our job to keep that category hot and cool and relevant for all ages.”

Interested parties may sign up to leave comments about ones you like or dislike. People can be searched by gender, style, coat color, and, even more useful, you can sort the pictures by weather, to view the trenches in their natural habitat.Continue reading...

fashion week

Can BurberrySpace Help Reposition A Luxury Fashion Brand?

Posted by Andrea D'Alessandro on September 17, 2009 04:51 PM

Burberry, intent on holding onto its recently upgraded cutting-edge image, will launch its own social networking site next month, the Financial Times reports. The site, Art Of The Trench, will feature user-submitted pictures of people sporting the brand’s famous trench coat. Burberry’s goal is to strengthen ties with existing customers while attracting new faces -- younger consumers they hope will be inclined to spend disposable income on luxury items.

The new site claims to deliver the ultimate “brand experience.” Burberry creative director Christopher Bailey commissioned The Sartorialist's Scott Schuman to snap people wearing its coats in major cities. Schuman's involvement hints at an understated, hip elegance.Continue reading...

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