Fashion Brands And The Reputation Risks

How Scandals Influence Brands Behavior And Consumer Opinion

How rare is it now for us to go through daily news updates without seeing a company being pulled into a controversy, and the incident going viral on Social Media? Fashion brands are no strangers to such crises. Every day we hear about a new brand campaign that was not perceived in the right spirit by its consumers.

The fashion industry is becoming more democratic and inclusive. And for brands to not keep up with the changing times, it surely means a disaster in terms of public opinion. Customers do not think twice before calling out a brand when it has made the mistake of being insensitive towards a certain group of the society. The smallest incident can spark a controversial conversation. Customers take to media channels like Twitter, Instagram, and Facebook to express their views unabashedly. If the opinion is popular, and widely agreed upon, it leads to an outrage in the community.

Staying ahead of the curve is the best way to avoid such unfortunate events. But sometimes, brands unintentionally get involved in a conflict. It could be a misunderstanding and wrong perception of the brand’s motives, or it could be a wrongful act done by a third party the brand is associated with. It takes almost no time for such things to get out of hand, and go viral. How is then, a brand, to handle the situation? What are the best ways to minimise the damage? When and where should the brand explain itself? And what is the best way for a brand to salvage itself from the ordeal?

This report takes into consideration the different areas in which brands get involved in scandals, along with case-studies of how some of the brands have tackled the situation.


  1. Introduction
    1. Product Scandals
      1. Sustainability And Fairtrade Scandals
        1. Equality Scandals
          1. Ambassadors Scandals
            1. Key Takeaways
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