Fashion & Beauty Brands Response to Ukraine
The invasion of Ukraine is something that is evolving and fashion brands have been criticized for not responding quickly enough. In addition some brands have been criticized for capitalizing off the situation or not calling it what it is (a war) although that might not have been their intention. With digital marketing brands have the ability to move quicker than ever and yet there is often so much that goes on internally that it prohibits them from reacting in a timely manner. Brands are also cautious of the negative reactions/implications of their well intentioned efforts.
Having a response team and implementing a social first strategy is something that is imperative for brands. Things are constantly changing in the world and social and environmental crises continue. A response team will allow brands to be agile and get the word out digitally even if it's to show support or solidarity while they work through a larger more formal response internally.
Since so much of what brands do live in digital channels like Instagram it gives the brands a platform to use their voice and is apparent when one brand chooses not to respond. Now more than ever people are choosing to shop/support brands that share their values. It is refreshing to see so many brands use their platforms for good.
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