When too much exposure is just too much

10/22/2018

The iconic Dior saddlebag, first launched in 1999 at John Galliano’s ready-to-wear show for Dior, has suddenly taken over our Instagram feed. It seems that every single fashion influencer in the world, from Brazil to China, has decided, at the same time, to rock the same Dior bag.

Coincidence? Minds that think alike? Or maybe just a veiled marketing campaign?

It turns out that Dior showered fashion influencers around the world with its saddlebag and, allegedly, asked them to post images of the gift at the same time and day to promote the bag’s launch.

According to the Federal Trade Commission’s endorsement guidelines, influencers must make it clear when their post is an endorsement. In the Dior saddlebag case, most influencers failed to acknowledge that their bag was a gift from the French brand, which goes against the transparency people expect from the Instagram influencers they follow. By the way, Instagram has a feature that allows users to let their followers know when they’re promoting products by using a label or for instance, a simple #SuppliedbyDior, as did the Italian sisters and influencers Chiara and Valentina Ferragni and Camila Coelho.

Besides having Instagram users screaming: “#SponCon” and feeling cheated by not only Dior but also by the influencers, many customers of the luxury French fashion house aren't pleased with the campaign either. People who’d be usually ready to spend between $ 2.350 and $8.500 for a tote, will now think twice before purchasing the overexposed handbag. Half of the world has already posted photos of the revival saddlebag on social media, so why buy what used to be Carrie Bradshaw’s cherished IT bag in “Sex in the City”?

If Dior really made that request to the influencers, the FTC could charge the French fashion house with deceiving its costumers as they did to the department store Lord & Taylor two years ago. Now talk about a poorly planned marketing campaign backfire!

CS

Image via Shutterstock

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