John Galliano Case Study: How to Protect your Brand

Dior has is now sacking star designer John Galliano for “odious behaviour” after just suspending him last Friday. Galliano has been accused of making antisemitic and racist insults in a drunken rant (The Guardian).
Read the FT article about Bernard Arnault hitting the breaks before letting the Dior brand suffer more from the scandal.

James Lawson of Ledbury Research, a luxury market research company confirmed that the brand had to move quickly: “The brand is bigger even than Galliano. As an individual he did something wrong but as long as the brand is quick to show to its consumers that this is not behaviour they would tolerate, the brand can survive.” (quote: Financial Times)

On the other hand, Benoît Heilbrunn, marketing professor at ESCP dismissed Diors action as “an opportunistic gesture of an opportunistic brand.


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