Kenneth Cole rocked Twitterverse this morning with its spring collection tweet directed at the unrest in Cairo. The past 24 to 48 hours in Cairo have been filled with complete and utter chaos that continues to deteriorate quickly. The people are revolting and have turned to violence. The violence is not limited to the supporters and non supporters of the government as we saw with the and his crew. The violence has escalated to gunfire and loss of lives. This unrest is felt all around the world and has people fleeing the area as quickly as possible just to be safe. The severity of this conflict and how it is felt all around the world is what makes the Kenneth Cole tweet all the more concerning. Kenneth Cole sells clothes. They sell clothing through their advertising efforts, quality of clothing and established brand image.
Kenneth Cole Rocks Twitterverse
In advertising, the use of humor is a well known and very effective practice. The Kenneth Cole tweet to some is humorous. To others, it is extremely insensitive. The tactic of using something that is very hot in the media to garner the attention of the audience to then take the focus off the topic and shift it over to the brand is also one that is practiced. Kenneth Cole, it appears, was trying to grab our attention and hold it long it enough to have the focus be on their spring collection. We definitely paid attention but not to their spring collection. Their exploded with those threatening to boycott all Kenneth Cole merchandise, some threw items away, some supported them and some resorted to wishing harm upon Kenneth Cole and his family.
Kenneth Cole Apology and Brand Responsibility
We hold brands to a higher standard. We expect them to manufacture clothing that meets and exceeds our standards, use the best materials, create and maintain a safe and manufacturing plant that is not is not a sweatshop and we also want the brand to be carried within a retail chain that also is responsible to our standards. Kenneth Cole through their attempts to create a buzz for their spring collection was irresponsible. Their apology came at least 2 hours or so later and only was after their was such an out pour of disgust from the online community. 
Is this apology too late? Is it sincere enough? Is the brand image tarnished or is this the story of the day and will be forgotten by tomorrow or especially over the weekend as we prepare for the advertising-palooza that comes with the SuperBowl? I am thinking that this will be forgotten by the weekend and the spring collection will not suffer especially since the line was purchased months ago and has already been shipped to retailers.
Brand Voice
The voice of the brand is one that we pay close attention to. We as consumers do not want to be associated with or support a brand that conflicts with our values. When we purchase and consume a brand or wear their apparel, are we saying that the brand represents our voice? We are not going to agree with everything that the brand does however we know that when a brand is supporting a cause we back, we trample one another to be a part of it and show our connection to the brand. When they are irresponsible, we abandon the brand in drones. This is sending that message that we will not tolerate corporate irresponsibility so if we look at that, we then have to consider when we are supporting them that we are telling the brand and everyone that sees us purchasing, consuming and wearing their brand that we are allowing them to be our voice.
What do you think? Is the apology too late? Has the damage been done or are those that have speaking out in such disgust not even Kenneth Cole customers?
Tweet photo credits: Zdnet.com
Kenneth Cole New York photo credit:
