{"id":31601,"date":"2020-03-13T10:23:27","date_gmt":"2020-03-13T09:23:27","guid":{"rendered":"https:\/\/brandsmith.es\/marcas-solidarias-o-marcas-oportunistas\/"},"modified":"2020-03-13T11:11:00","modified_gmt":"2020-03-13T10:11:00","slug":"supportive-brands-or-opportunistic-brands","status":"publish","type":"post","link":"https:\/\/brandsmith.es\/en\/supportive-brands-or-opportunistic-brands\/","title":{"rendered":"Supportive brands or opportunistic brands"},"content":{"rendered":"\n

Whiplash Team, March 13th<\/sup>, 2020<\/strong><\/h2>\n\n\n\n

Supportive brands or opportunistic brands<\/strong><\/h3>\n\n\n\n

The coronavirus has put the world on guard and, as the disease spreads across the planet, the economic impact on companies and brands becomes more evident. But, as always, some see opportunities within the crisis.<\/h4>\n\n\n\n

A few weeks\nago, luxury brands suffered the impact of the global health crisis generated by\nCovid-19, putting them in a difficult situation as, in 2019, Chinese consumers\naccounted for 40% of the 281,000 million euros invested in luxury products in\nthe world, according to figures from the Jefferies financial group. In recent\nyears, the Asian giant has gained weight in luxury consumption and Chinese\nconsumers were responsible last year for 80% of business growth, which boosted\nthe turnover of companies such as LVMH (owner of Louis Vuitton and Christian\nDior, among other brands) and Kering (Gucci and YSL).<\/p>\n\n\n\n

But knowing\nhow to see opportunities amid critical moments is important to stay afloat in\nbusiness, and that’s what brands like Off-White, Louis Vuitton, Gucci,\nFuturewear, Fendi, Urban Outfitters or Antisocial Club have done.<\/p>\n\n\n\n

The health\nauthorities\u2019 warning about the suitability of wearing masks to prevent the\nspread of the virus in case of symptoms has generated an uncontrolled increase\nin demand, which reached 8,000% compared to the previous year. This alarmism\nhas caused prices to skyrocket and establishments appear short of supplies, if not empty.<\/p>\n\n\n\n

Beyond\nethical considerations whether or not to take advantage of a health crisis is\nappropriate, the situation has created an opportunity for luxury brands that\nhave turned a sanitary item into an accessory. They are creating customized\nmasks that celebrities like Bella Hadid or Gwyneth Paltrow have not hesitated\nto show off. They have gone even further, presenting it as not only an item to\nprevent the spread of Covid-19, but as a symbol of protest against pollution\nand climate change, i.e., taking advantage out of  a situation that seemed adverse.<\/p>\n\n\n\n

The\ndesigner Danielle Baskin has taken the customization of the masks to the\nextreme and has put on sale, for $ 40 a piece (about 35 euros), the N95 Resting\nRisk Face model, a variety of masks that include a printed photograph of that\nsame part of the face.<\/p>\n\n\n\n

Among the\ncompanies negatively affected by the coronavirus is El Corte Ingl\u00e9s, which has\nannounced that it will implement an adjustment plan to compensate for the sharp\ndrop in sales. The fall is due, on the one hand, to collective fear in the\nSpanish population, who are not going to closed spaces with a large influx of\npeople, but also a decrease in the influx of Chinese and Russian tourists, main\nconsumers of luxury items in the stores in the chain’s main shopping centre in\nLa Castellana (Madrid), where turnover has fallen 18.9% so far in March.<\/p>\n\n\n\n

Although\nthe economic impact of the coronavirus is negative for most businesses, other\nsectors and brands have also benefited indirectly from it.<\/p>\n\n\n\n

Hygiene\nproducts brands \u2013beyond antiviral gels that are sold out everywhere, including\nAmazon \u2013 are also seeing sales increase, given a rise in the demand for\ndisinfectants for fear of the virus. In general, companies in this sector are\nbeing cautious about how to manage their brands in relation to the health\ncrisis. No brand benefits from users perceiving it as unsupportive or, directly\ncashing in on the situation.<\/p>\n\n\n\n

Other\nsectors are directly benefiting. As population remains confined at home, content\nplatforms such as Netflix have seen their subscriber base grow and have\nregistered a 12% rise since January, exceeding 160 billion dollars in market\ncapitalization.<\/p>\n\n\n\n

In Spain,\nTelef\u00f3nica has announced that during the term of this crisis, it will increase\nfor free the amount of data subscribers can use. In addition, through its video\nplatform Movistar +Light it will offer more children’s and sports content,\navailable for both customers as for non-Movistar customers. This supportive\nmeasure is good for the brand, it generates loyalty and will surely give\nreturns in the form of new subscribers who are now taking advantage of the\nmeasure but may stay once the Covid-19 crisis is over. <\/p>\n\n\n\n

It is a\ngood time to show goodwill and a desire to help the population, demonstrating\nthat the brand’s commitment to society is an intrinsic part of its purpose,\nbeyond the income statement.<\/p>\n","protected":false},"excerpt":{"rendered":"

Whiplash Team, March 13th, 2020 Supportive brands or opportunistic brands The coronavirus has put the world on guard and, as the disease spreads across the planet, the economic impact on companies and brands becomes more evident. But, as always, some see opportunities within the crisis….<\/p>\n","protected":false},"author":2,"featured_media":31599,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[75,70],"tags":[102,98,103,99,101,104,82,105,100,106],"yoast_head":"\nBrandsmith - Supportive brands or opportunistic brands<\/title>\n<meta name=\"description\" content=\"Brandsmith Supportive brands or opportunistic brands\" \/>\n<meta name=\"robots\" content=\"noindex, follow\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Brandsmith - Supportive brands or opportunistic brands\" \/>\n<meta property=\"og:description\" content=\"Brandsmith Supportive brands or opportunistic brands\" \/>\n<meta property=\"og:url\" content=\"https:\/\/brandsmith.es\/en\/supportive-brands-or-opportunistic-brands\/\" \/>\n<meta property=\"og:site_name\" content=\"Brandsmith\" \/>\n<meta property=\"article:published_time\" content=\"2020-03-13T09:23:27+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-03-13T10:11:00+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/brandsmith.es\/wp-content\/uploads\/2020\/03\/whiplash-n\u00ba142.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"612\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Nacho Noriega\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Nacho Noriega\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/brandsmith.es\/en\/supportive-brands-or-opportunistic-brands\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/brandsmith.es\/en\/supportive-brands-or-opportunistic-brands\/\"},\"author\":{\"name\":\"Nacho Noriega\",\"@id\":\"https:\/\/brandsmith.es\/#\/schema\/person\/c784970f141a70b054637ebe25b23518\"},\"headline\":\"Supportive brands or opportunistic brands\",\"datePublished\":\"2020-03-13T09:23:27+00:00\",\"dateModified\":\"2020-03-13T10:11:00+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/brandsmith.es\/en\/supportive-brands-or-opportunistic-brands\/\"},\"wordCount\":711,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/brandsmith.es\/#organization\"},\"keywords\":[\"Coronavirus\",\"Coronavirus\",\"COVID-19\",\"COVID-19\",\"Epidemia\",\"Epidemia\",\"marcas\",\"marcas\",\"Marcas solidarias\",\"Marcas solidarias\"],\"articleSection\":[\"Brands\",\"Business and companies\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/brandsmith.es\/en\/supportive-brands-or-opportunistic-brands\/\",\"url\":\"https:\/\/brandsmith.es\/en\/supportive-brands-or-opportunistic-brands\/\",\"name\":\"Brandsmith - 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