The Digital Divide: Fashion Branding In The Digital Era And Its Backlash

Abstract

This study is about the negative impact of the scandal on brand-building efforts and the marketing of fashion brands. In the present era of the digital world, there is fierce competition amongst the top famous brands. In this difficult environment of social Media pressure, this research helps us to understand the method of navigating the brand in this environment which has become an integral part of the digital world. “Scandals related to brand identity” is the main point in this research work which goes deep into the delicate balance between getting proper visibility while maintaining honest authenticity, considering the extreme social media scrutiny. The marketing teams have to work with the objectives of high commercial success and cultural respect while avoiding cultural appropriation. This study further delves deep into the dynamic method to balance these seemingly conflicting objectives.