INDUSTRY REPORT

Couture in crisis: How fashion brands can navigate social media risk

Fashion brands spend millions on social media each year. In fact, over $3.3 billion dollars were invested in social media and influencer marketing in 2022. Marketing through social media is necessary to drive sales, build brand equity, and community. But what happens when a brand's social media accounts are subjected to overt threats of hate speech, spam, and other scams?

consent-box
By clicking the button below you agree to our Terms of Service and Privacy Policy.
If you see this, leave it blank.

3 things posing risk to fashion and luxury brands

This industry report provides critical insight into the issues facing fashion and luxury brands in the current online environment. To create thriving online communities, communications leaders must understand how to mitigate their most pressing risks. To use social media as an effective driver of both reputation and commerce, it's critical marketing leaders build the capabilities to protect their owned pages, ads and brand.

Social issues

Generating more online negativity than consumer complaints

Customer feedback

Now available to a wider range of consumers

Sustainability

Where your actions need to match words

Key findings

  1. Fashion and luxury brands that do not rely on digital chatter as intelligence source risk the relationships with influences, celebrities and consumers.
  2. Consumers trust fashion and luxury brands that align with their values, and are quick to boycott those that don’t – leaving a brand’s social ad campaigns and reputation on owned social channels at risk.
  3. Influencers and their social media pages present ongoing risks to fashion and luxury brands. Understanding where, how, and why products are being targeted for de-influencing is notoriously difficult for brands without proactive network intelligence.

Elegance is not standing out, but being remembered

Quality and authenticity are core to fashion and luxury brand values and reputation. Resolver, a Kroll Business, helps fashion brands worldwide safeguard their audiences across owned channels and paid activity – leaving brands more time to focus on building what matters.