In the article, it discusses the recent scandal with the designer brand Gucci.
Gucci released a sweater known as the balaclava that resulted in a major uproar. In states, “The top, which is no longer on the company’s website, is a black turtleneck sweater that pulls up over the bottom half of the face with a cut out and oversized red lips around the mouth”. This sweater caused such an uproar due to the fact that it looks similar to blackface. Gucci pulled the sweater from store locations and website because of the negative press and also released an apology statement. In the apology, Gucci, is remorseful for how the sweater offended people. The apology also mentioned how they strive to include diversity within their brand.
This relates directly to the chapter this week discussing crisis management. In the e-text
...this is defined as, “A coordinated effort to handle all the effects of unfavorable publicity or another unexpected unfavorable event” (Lamb, Hair, and McDaniel p. 307). Gucci would like to learn and grow from this negative press. In summary, the balaclava sweater had caused unfavorable publicity. To manage this unwanted publicity, Gucci issued an apology statement and plans on finding more ways to increase diversity within the brand.
My thought on the article is that it was disheartening. It’s sad that in today’s diverse world, there are still brands that do not take this into consideration. Brands have to be cautious now more than ever. With the rise of social media breaking news spreads at high-speed.
I first heard of the scandal on social media with a lot of outraged people. I feel as if Gucci did not receive
such a negative response they would have continued to sell the sweater. The negative press has caused Gucci to re-evaluate their diversity. They realized that they need to evolve with the times and make the brand diverse and welcoming for all. I also saw on social media that Gucci met with a prominent African American designer and discussed diversity and plans for initiatives within the brand.
Some initiatives include: creating a scholarship, hiring people specifically for diversity inclusion roles, learning programs for diversity, and a design program that is open to everyone around the world to go to Gucci headquarters to design. In conclusion, I think it’s sad that Gucci was racially insensitive, nonetheless they have set up four initiatives to turn this negative situation around. Sources: Holcombe, M. (2019, February 08). Gucci apologizes after social media users say sweater resembles blackface.
Retrieved February 20, 2019, from https://www.cnn.com/2019/02/07/us/gucci-blackface-sweater/index.html Lamb, C. W., Hair, J. F., & McDaniel, C. (2018). MKTG 12. Retrieved February 22, 2019, from https://berkeley.courseload.com/#/content-44068/address/307
