Topshop’s deal with Kate Moss was as much to do with using the model’s fame for brand awareness, as allowing shoppers to get her flawless style.
Burberry replacing Moss with Agyness Deyn (who has since been replaced with Rosie Huntington-Whiteley) allowed the brand to retain its edgy feel, by using someone new, and attract many a headline in the process.
Whilst Burberry is intent on keeping their brand fresh with the latest new model, are they aware that people searching for “burberry” on Google will be presented with “burberry chav” as a suggested search?
Similarly is Kate Moss and Topshop aware that the first video on YouTube for a search on “Kate Moss” is a thinspiration pro-anorexic one? Not a healthy association for Kate who has a Topshop and perfume range aimed at young girls. I have reported the video in question to YouTube, so hopefully by the time you’re reading this it should be taken down.
With social media becoming a bigger influencer to consumers it’s important for fashion brands to remember that as well as protecting their brand image, they need to protect the image of those who are aligned with their brand too – especially online.