The debacle “Emilia Pérez” is not the first time that the risks to be associated with people with potentially problematic preferences and the past have been brought home. Indeed, third parties are what Alla Valente, an employee at the market research agency Forrester, are called “The largest blind spot of companies of companies.”
This is where long before you sent Adidas and Balenciaga to a long -term defensive squat with his anti -Semitic tirades. In 2005, Kate Moss Was recorded on the camera that apparently cocaine sniffs and Burberry and Chanel have canceled her contracts. In 2021, Lanvin and Pandora will break ties with the Chinese actor Zhang Zhehan When he was photographed for a Japanese sanctuary to the Second World War. But because the costs of doing business have risen, the commitment has.
The crisis advisor Risa Heller said that on a scale of damage the Fallout “Emilia Pérez” should be relatively limited for Saint Laurent, since most consumers did not yet associate the fashion brand with the film, but that there were costs in what was there.
As Mrs. Heller said: “All brands try to find new ways to come for new consumers.” Film must have looked at the perfect answer, and in a sector that is faltering by the rise of streamers and the growing gap between blockbusters and India, fashion must be a very attractive white knight.
But now, even when Saint Laurent Productions Full Steam is moving forward, with “Parthenope” by Paolo Sorrentino and projects with the directors Claire Denis and Jim Jarmusch in the work, and even as Mrs. Saldaña Fronten a new campaign for the house (and Saint Laurent wears Saint Laurent), can other brands, can be able to follow their Awards award.
Despite the existence of ‘reputation costs insurance’ or ‘shame insurance’, which, Susan Scafidi of the Fashion Law Institute at Fordham University, said ‘can be part of other insurance policies or a separate policy designed to cover the costs of crisis management and related losses,’ is the human risk almost impossible to prevent it.
“This was probably nobody’s bingo card of what could go wrong,” said Mrs. Heller about the play of Gascón. “But from now on every brand will have to add it to the list.”
