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In the age of cancel culture, brands have to be careful how they move. Gucci learned that the hard way. After releasing a sweater that looked akin to blackface in February, the luxury fashion company lost leverage on social media and experienced a drop in North American sales, reported the Wall Street Journal (WSJ).
The losses came after the brand spent years using social media to smartly align itself with the hip-hop community. After the sweater’s debut, however, social media became Gucci’s worst critic.
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The backlash was immense and immediate, despite Gucci’s apology and pulling the sweater. According to WSJ, “Celebrities posted videos of themselves burning Gucci products and called for boycotts, including rapper T.I., who on Instagram declared himself “a 7 figure/yr customer & long time (sic) supporter” of Gucci.”
It is a testament to the fact that social media can tear a brand down as quickly as it builds it up. And Gucci is just one of several luxury brands that have made insensitive choices in front of the world on social media. Prada and Versace both made royal fumbles too.
Remember, these days sticks and stones can break your bones and social media posts can hurt you.
