How can fashion industry CEOs be more like Kylie Jenner than Stefano Gabbana on Instagram?
Dolce & Gabbana angered Chinese consumers last month with their ‘DG Loves China’ video, which led to the likes of Tmall, JD.com, Xiaohongshu and Secco removing products from their sites
Comments allegedly from Stefano Gabbana recently destroyed 33 years of Dolce & Gabbana’s brand equity in 48 hours after private messages attributed to his Instagram account went viral.
On the other end of the spectrum, Kylie Jenner’s make-up company, Kylie Cosmetics, used social media to generate US$420 million in sales during the first 18 months and is projected to make US$1 billion by 2022.
While fashion CEOs already have their own Instagram accounts, most do not have the fancy lifestyle and digital skills of a Jenner or a Kardashian.
But the question is, who is the most capable of managing their own Instagram account?
It should be noted that Dolce & Gabbana said the Instagram accounts of the company and Gabbana himself had been hacked and its legal team was “urgently investigating” when the news broke last month.
In the fashion and luxury industry, the digital revolution broke down the heavy barriers of communication between customers and even the most prestigious brands.
It is quite normal to find CEOs, managing directors and C-suite executives on the social networking website for professional such as LinkedIn.
But today, Instagram is so crucial that fashion CEOs want to be aware of the content calendar, the numbers of likes on their latest post and even have the login and password for the account.