Meh, I think it's an overreaction to think that this an apocalyptic scandal and the brand is over. It's a huge PR blunder for sure and it stained their image and momentum which was at an all time high, but I'm unsure if this will have significant damage in sales. Because frankly, 90% of the people in social media saying they're boycotting Balenciaga, had never bought Balenciaga, were never going to buy Balenciaga, and can't even afford Balenciaga to begin with. Sometimes Twitter is a bit of a loud bubble that does not reflect the real world.
And as it often happens, scandals wear off and people move on to the next one. I'm sure Kering has already deployed a PR army to turn this around. They'll lay low and scale back for a while, but with time and the right moves they can comeback from this.
We'll see how it unfolds.
I don't think it's really the protesters who are going to damage the business per se. You are correct---they were never customers to begin with.
I think it's more of the disapproval, the social immorality.
The controversy itself is just not very attractive and now it lingers as an aura around the brand.
The enchantment is broken. The man behind the curtains has been exposed so to speak.
For a consumer who likes conspicuous consumption and is very image conscious, I can't imagine the brand holds the same appeal.
Maybe I'm just overly hopeful but I do feel like being caught up in such a scandal sort of marks it as being very of the time in a way that's unattractive and sort of sends a signal to everyone else that it's time to move on regardless of how you feel about the scandal.
Also there are certain taboos that just cannot be crossed in society. Pedophilia is one of them. It matters not if the Balenciaga customer believe that Balenciaga was somehow involved in some pizzagate conspiracy, what matters is what everyone else thinks and how they will treat people who they see wearing Balenciaga.
The fact that someone might have to think twice about buying their goods because they don't want to be accosted or accused of being a pedophile is pretty damaging.
And to look at it from another perspective: just the fact that they attempted this shock tactic and failed so miserably at it really drains the cool factor.
It's just pathetic and lame.
But that could just be me. I'm a hater.