An unfortunate decision has brought a trail of consequences from the misuse of marketing for the Italian influencer Chiara Ferragni.
The platform you have worked so hard to build is in danger.
A judge in her country fined her one million euros for breaking the law.
While it is difficult to determine what all the consequences of this scandal will be, so far it has already had to deal with significant repercussions.
Here at Searching Marketing we accompany you to analyze the controversy in which Chiara Ferragni finds herself.
1- Beginnings and rise of the European influencer
Chiara Ferragni is an influential Italian businesswoman, fashion blogger and designer born on May 7, 1987 in Cremona.
Since her early days as a fashion blogger in 2009, Ferragni has managed to become one of the most prominent figures in the world of fashion and lifestyle.
Your blog, The Blonde Salad, not only catapulted her to fame but also established her as a leading influence on the global fashion scene.
In addition to her success as a blogger, Chiara Ferragni has diversified her career with successful business ventures.
In 2013, he launched his own footwear line, Chiara Ferragni Collection.
It quickly gained popularity thanks to its distinctive style and collaboration with renowned designers.
He has a great ability to connect with his audience through social media, especially Instagram.
On this platform he has 29 million followers and they have been key in the growth of his brand and its role as a fashion reference.
Chiara Ferragni is not only known for her impact on the world of fashion.
Also for his ability to transform his success into business opportunities and strategic collaborations.
Over the years, she has been recognized with numerous awards and participated in high-profile fashion events.
In this way she has established herself as an icon of contemporary style and a visionary who continues to leave her mark on the fashion industry.
2- The Christmas candy that brought severe consequences from the Misuse of Marketing
The Italian influencer had previously participated in numerous collaborations with different brands.
Due to the holidays, this time Chiara Ferragni decided to establish an alliance with the pastry company Balocco.
The reason for establishing this alliance was to sell a product whose profits, at least in part, would go to the Turin hospital.
The products were sold for up to three times the original price.
However, Ferragni's followers have discovered the hard way that the profits were not going to the right hands.
The Italian justice system concluded last Friday, December 15, that consumers who paid for the Christmas candy had been deceived.
To affirm this the authority relied on the following sequence of evidence:
- Ferragni, through his Instagram, published that Balocco and she thought of a solidarity project in favor of the Regina Margherita Hospital.
- For your part He had already decided on the amount regardless of the evolution of the product's sales.
- In the end, Ferragni donated nothing.
Because of this, the influencer and Balocco brands were penalized.
However, this was just the beginning of a long list of consequences that Chiara Ferragni would have to face.
3- Reaction of the followers…. And the prime minister?
Faced with this serious situation, the influencer decided to publish a video in which she apologized and where she mentioned that everything was due to "a communication error».
He insisted that there had been no bad intentions in what had happened.
However, so far, this video has not been of much use.
Much of the public has perceived this apology as insincere.
This perception is, as mentioned by the users themselves, because in the video the Italian reflects an attitude that does not correspond to the rest of her publications.
In the video he is seen with bad makeup, his hair is uncombed and he is wearing very simple clothes.
For many it is a cheap trick.
For us: Consequences of Misuse of Marketing.
However, things have not stopped there.
In response to the case, the Prime Minister of Italy, Giorgia Meloni, has spoken out on the matter.
Meloni took advantage of an event in his party where he reproached Ferragni's attitude.
He criticized her saying:
«Those who make a lot of money by showing clothes or bags or promoting expensive panettone and making people believe that charity will be done, but whose price will only serve to pay for million-dollar cars. The true models are those who invent, design and produce that Italian excellence.
These comments have only added fuel to the fire.
If Ferragni sought to pass this controversy unnoticed, the prime minister's accusations made this impossible.
There is no going back.
So far, the influencer has lost around a million followers on her Instagram account.
However, this is far from over.
4- The Consequences of Misuse of Marketing have a high price
For the moment, the influencer's army of followers remains stable.
However, it is too early to claim victory.
Well, this is little consolation since numerous brands have decided to break the commercial link with her and her companies.
Safilo, a high-end eyewear brand, has decided to end the employment relationship.
Safilo cited contractual violations by its owner as the reason behind the decision.
Safilo Group owns firms such as Polaroid, Career either Jimmy Choo.
In addition, a new investigation has been announced.
This is led by the consumer organization Cadacons.
The reason would be to review the charity collection that the Italian made supposedly destined for children with autism.
Without a doubt this is just beginning. It is clear that there will be future consequences.
Chiara Ferragni's empire is threatened.
His strategy to deal with the crisis has been insufficient.
How long will we learn how easy it is to lose the reputation that so much work has been built?
Here at Searching Marketing we understand that maintaining and maintaining your online reputation should not be taken lightly.
There are a lot of elements that must be carefully considered.
If you are looking for someone to help you maintain an excellent and consistent online reputation, write to the following email: info@buscandomarketing.com
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