An important part of this DNA could be the founder or the designer. What happens to do when one of these go absolutely bonkers?
Who, in godsname, am I talking about? I think you know already.
Mr. John Galliano.
What did he do? Well if you didn't know already, he actually stated that Hitler is a hero. Bad move John, bad move!
It is a big shock in Haute Couture Country. John Galliano got fired from Dior. They stated that they don't want anything to do with Galliano again. Dior also apologized for what he said. This was probably the best thing Dior could have done, to save their own image.
Galliano's own brand will definitely suffer as well, no doubt. It is the question if he ever would get work again, because which brands want to identify themselves with a antisemitic designer ?
Dior learned a valuable lesson. No matter how good you stated your image, how good you built up your brand DNA, 1 single event, quote, dialogue, news article,... can ruin everything in a second.
It is up to brands how to deal with this crisis situation. Dior did the best thing they could do. They immediately got rid of Galliano to save their own image. Another problem arises now for Dior? Who is going to be his successor?
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