Blog: Versace can't hide from Facebook
Leonie Barrie | 21 July 2011
A presence on Facebook and Twitter is almost obligatory for today's fashion brands, with social networking sites like these providing an opportunity to connect with consumers like never before. After all, when shoppers share information about brands, new products they've just bought, and their experiences, it comes from a friend rather than a corporation - giving it a completely different level of credibility.
But engaging with customers and allowing them to voice their opinions publicly has its downsides too. Earlier this month Italian fashion brand Versace took the decision to not only turn off its Facebook wall to stop fans making posts, but also scrubbed existing comments, after it was swamped by hundreds of protestors in Europe and America demanding an end to the use of sandblasting on its jeans.
Shoppers had been stirred into action by a group of activists led by the Clean Clothes Campaign. But instead of responding to calls to end a dangerous production technique, it seemed that Versace simply decided to try and silence the critics. The subsequent uproar, of course, was louder than the initial campaign itself, and damaged Versace's image as a responsible, socially engaged vendor.
The company has now been forced to backtrack, and today said it was banning sandblasting after the comments on its Facebook page had made the company re-think its stance on the process. A victory for the power of the Internet, but a salutary warning as well for brands who try to abuse it.
Some of just-style’s more eagle-eyed readers might have noticed a small change to the menu bar on the homepage: the addition of the word re:source. Yes it might be a small change – but it marks the co...
Over the past week just-style has continued to try to unravel the potential ramifications of Donald Trump’s election as the next president of the United States....
One event dominated the international airwaves last week, and on just-style too we took a closer look at the surprise election of Donald Trump as the 45th president of the United States....
As the Brexit roller-coaster continues to twist and turn, and the US presidential election campaign nears its unpredictable and possibly protectionist end, there's no doubt these events – and the perc...
- Why do modern robotics elude sportswear makers?
- Mexico makers bullish on Trump's proposed tariffs
- Traditional financing is a misfit for fast fashion
- How would end of NAFTA affect US apparel industry?
- Bagir CEO says suit-maker is back on track
- US Q3 in brief - G-III Apparel, Express
- Bagir exports first trousers for H&M from Ethiopia
- Fruit of the Loom CEO Medlin dies suddenly
- Throwaway fast fashion model needs re-think
- Crystal expands empowerment project to male staff
- Outdoor performance apparel 2016: A broader perspective
- Global market review of lingerie – forecasts to 2022
- Global apparel markets: product developments and innovations, October 2016
- Footwear Top 5 Emerging Markets Industry Guide_2016
- REPORT BUNDLE: Africa-Med, Southeast Asia and Central America strategic sourcing pack