Donna Karan vs PETA THE BUNNY BUTCHER

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Donna Karan vs. PETA THE BUNNY BUTCHER.

DKNY • Women fashion label by designer Donna Karan. • Bought by French global conglomerate Louis Vuitton. Moet Henessy (LVMH) in 2001. • couture-level Donna Karan Collection, RTW affordable DKNY, eyewear… • Nominated for Council for Fashion Designers of America (CFDA) designer of the year in 2010. PETA • Largest animal rights organization in the world with more than 3 million members and supporters. • PETA works through public education, cruelty investigations, research, animal rescue, legislation, special events, celebrity involvement, and protest campaigns.

History of Crisis Ø PETA has been protesting fashion use of fur since its creation Ø 2010, staged a Facebook protest on DKNYs account

Dkbunnybutcher. com Ø PETA created website Ø More than 22, 000 followers still today

Early 2011 “I will not go out and make a declaration on it, but I don’t use fur. I haven’t in two years. ”

PETA Publicity

NYFW Ø Inside the show, protestors still demonstrating…

Tactics Used • Disabled social media interaction Recommendations • BE HONEST • Lie in interview • Hire team or enable in house team to give response on popular social media or traditional media • No public response • Become transparent • Deleted negative posts

Results • Society: “DKNY doesn’t care about the rights of animals. ” • Fashion Industry: Clear distinction between fur and anti-fur, other than DKNY. • Public Relations: “OPPORTUNITY!” “Next client? ”

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