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?
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
- Fashion and luxury brands that do not rely on digital chatter as intelligence source risk the relationships with influences, celebrities and consumers.
- 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.
- 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.
