Blog: Leonie BarrieVersace 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.


BLOG

A deep dive to unlocking digitisation's potential

So far, the promise of digitisation in the apparel industry remains largely unfulfilled. But with opportunities for new cheap supplier countries nearly exhausted, it is now seen as offering sourcing e...

BLOG

Kingpins Goes to DC – Watch now

The challenges and opportunities facing today’s textile and apparel industry is also explored in the second in a series of expert panel discussions that is now available to watch on demand...

BLOG

Industry outlook positive but disruptive

How is the global apparel sourcing landscape changing? According to executives at last month’s MAGIC fashion trade show in the US, "speed-to-market," "product differentiation" and "inventory control" ...

BLOG

Speed-to-market can be slow to achieve

It's easy for brands and retailers to see how they can potentially benefit from a successful speed-to-market program – but the irony is that without the support of strategic suppliers, it can be a lon...

just-style homepage



Forgot your password?