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Iconic people's influence on brand image. Impact of iconic influencers on a misled product campaign of H&M.

Scheen, Valentine
(2022)

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Scheen_50971600_2022.pdf
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Details

Supervisors
Kervyn De Meerendré, Nicolas
Faculty
Louvain School of Management
Degree label
Master [60] en sciences de gestion
Abstract
The aim of this TFE is to study the impact iconic people had on a misled product campaign of the fashion company H&M. In early 2018, H&M released a product campaign under which an advertisement created controversy : a young black boy modelled a hoodie mentioning “Coolest monkey in the jungle”. Many people including some iconic people immediately reacted on the day of this advertisement release. The audience was offended, and H&M had to response rapidly in order to calm down the many backlashes against its brand. In this TFE, the main consequences on H&M's financials and brand image are examined as well as how the company regained trust from its stakeholders. The company's apologies and the undertaken actions concluded a short-term crisis with limited consequences on its financial performances. However, many iconic people reacted radically, and their influence on the brand might grow significantly in the future.

Citations

  • APA

Scheen, V. (2022). Iconic people’s influence on brand image. Impact of iconic influencers on a misled product campaign of H&M. https://dial-mem.test.bib.ucl.ac.be/handle/2078.2/27882