Fashion Brand Navigates Narrative Risks Amid Global Boycott Campaign

Challenge

A Western fast-fashion brand faced a wave of backlash on Chinese social media, sparked by a prior statement referencing concerns about forced labor in Xinjiang. Chinese government officials quickly condemned the statement, leading to the brand’s removal from Chinese apps, e-commerce platforms, and maps. With rising anti-China sentiment in the West adding complexity, the brand sought a response strategy that could address the reputational risks in China without alienating Western audiences sensitive to human rights issues.

Solution

The brand used Limbik’s cognitive AI to analyze the Potential for Impact (PFI), Virality, and Believability of different messaging options for its Western and Chinese audiences. The simulations indicated that a direct company statement would likely amplify engagement and risk backlash. In response, the team drafted an alternative statement for the brand’s website, allowing partners and journalists to reference it without direct brand messaging. Cognitive AI demonstrated that the alternative statement would increase PFI and Believability among Western audiences, effectively mitigating the risk of appearing overly conciliatory on human rights issues.

Results

The brand successfully navigated a sensitive situation by adopting a less direct, high-impact response, regaining stability in its reputation across markets. This case illustrates how cognitive AI can help brands address global narrative risks, ensuring effective and tailored responses across diverse audience segments.