Marketing and fashion experts told us Nike and Dior should either pull their upcoming Travis Scott collaborations, or announce significant donations to Astroworld victims
Luxury-retail expert Thomaï Serdari, who’s a professor of marketing at NYU Stern School of Business and founder of the brand-strategy firm BRANDLUX, says she would advise Dior to take the hit and pull the entire season of product. “I think that could happen,” she says, noting she hasn’t seen the contract between Scott and Dior. “And I wouldn’t be surprised. This is about social responsibility and respect to the audience.
Dior does have an ongoing marketing partnership with another tarnished celebrity, Johnny Depp, and it never pulled its Sauvage cologne line in the face of domestic violence accusations, which he has denied. “They stuck with him,” Schiffer says, “which bodes for the fact that they’ll likely move forward.”
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