It can be said that the European brand “broke the internet” again, as when in 2017 it released the bag that cost US$2,145, which was ridiculed for its similarities to Ikea’s “Frakta” bag.
In Argentina there was no lack of excellent memes and the unique creativity of the people who feed the networks day by day. What’s more, we should already have it in our WhatsApp stickers. But what happens when fashion and a message that tries to be conscientious does not fit the reality of Latin America or the history of a country.
In 2004, Argentine history was marked by a painful event that exposed corruption and poor management and care of clubs and recital spaces. Closing the year, Callejeros, the national rock band, performs a recital that seemed promising, a fire culminated in a massacre and many young people died that night. A symbol that was marked in our memory are the hanging shoes, wet and dirty from the mold of the fire. The worn sneakers are the memory of that night.
Fashion transcends, communicates and unites but to what extent a message that tries to raise awareness and care ends up being frivolous, obviously we all understand that the objective behind the launch has many more intentions than what is transmitted; but to what extent a communication strategy does not question the global context and only focuses on a few with the excuse of a message for the care of the planet.
We are fulfilling the objective of the brand but with this text I seek to take them to an Argentine reality, to a story, let’s be part of that strategy but let’s transform the message and that our history and situation transcend.
Obviously, Demna will not think on all fronts but will focus on his creative idea and message, but I believe that caring for nature should not kill reality, let’s unite caring for the planet with world reality, history and build forward.
On this occasion in Argentina we can find image similarities with a story that transports us to a traumatic event for society, not only do we remember it every year on its anniversary, but also the aesthetics of a subway station on the H line in Buenos Aires reminds each of the kids that they are no longer here and transmits the memory through the typical dirty Toppers.
We come from years in which fashion brands not only communicate products, but through their productions they transmit an increasingly disruptive message, seeking to empathize with causes that transcend markets and social classes, but what happens when that disruption is not sensitive issues that are part of the history of society are not taken into account. We have a history of campaigns that were questioned for invoking racism, sexuality, the objectification of women and substance use.
A brand strategy based on disruption that does not take controversy into account or cannot prevent it is obviously a mismanagement that will not be gratuitous for your engagement.
I interpret that traditional fashion is not contemplating issues that today are very important and valued worldwide and it is an inconvenience that will not collaborate with the recall attributes for the younger audiences who will be the ones with the greatest market share in the future. .
Taking into account the product and the message without considering the impact on networks, nor public opinion should not be taken into account when creating a campaign, unless that is an input in the belief that it will not have a qualitative cost in the future. Today a influencer can provide solutions that a government cannot, today an influencer can unsubscribe a message and it is not a threat, it is an understanding that the non-traditional is increasingly taking more participation. We have countless examples of our beloved Santi Marateawho unconsciously leads you to empathize with Gucci, Louis Vuitton, among other international designer brands.
In 2014, Zara had to withdraw from all its stores a striped pajama model inspired by “western movies” because it was related to the garment worn by the Jewish people during the holocaust. A clear example that public opinion has a power that is often not taken into account when planning or putting a product on sale.
We would think that much Zara like Balenciaga, they have highly trained teams to prevent conflicts and be judicious. Now, how trained and up-to-date are they?
Are we thinking about what is the conception of fashion, the product as an object and the freedom of being of the youngest audiences who manage the networks?
The window is not just a posting on networks or a category in the store of ecommerce, the criteria of a brand must be balanced and understood by all the sectors that participate in a product and after its communication, we would believe the fashion industry is updated but we continue to see examples where they are not contemplating the impact of the brand.
Bachelor of Marketing
Source: Ambito
