Along with the ongoing Egyptian revolution everyone around the world is discussing the fashion house Kenneth Cole (KC). What’s the connection? The intelligent, but callous and insensitive marketing brains at Kenneth Cole decided to use Egypt’s fight to promote their spring/summer line by tweeting, “Millions are in uproar in Cairo. Rumour is, they heard our new spring/summer collection is now available online.”
Predictably there has been a global uproar over this tweet which decided to trivialise the Egyptian revolution to sell a few clothes, shoes and bags, and KC has apologised, but the company knew what it was doing right from the beginning.
Just when the world was revetted to Egypt and was anxiously waiting to see how the Muslim world will react to this uprising, the marketing brains at KC pounced on this opportunity to milk global publicity for themselves. Suddenly everyone is writing about KC, talking about it and discussing their tweet. The fashion house achieved its motive of getting world-wide publicity for free.
