Balenciaga: Is there anything worse than not being talked about?

University essay from Lunds universitet/Företagsekonomiska institutionen

Abstract: This is a master case about the latest Balenciaga's scandal regarding the 'Gift Shop' campaign 2022. This case was chosen by the authors as a starting point to investigate how far can and should the communication in the luxury field go. Is attention always positive? And when does it actually hurt the brand?

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