Generally speaking, there is a positive correlation between celebrity image and the public favor of endorsing brands, as evidenced by the Zheng Shuang incident that occurred on the 18th. On the same day, Prada's Hong Kong stock price plummeted by three points at the end of the trading session and closed slightly lower at -1.7%. However, on the 19th, things clearly changed, and Prada quickly rebounded against the wind, closing at HKD 47.65, up 3.14%.

Prada's stock price rose sharply against the trend

Negative news actually harms the brand unscathed? Many netizens expressed doubts about this. But in the view of fashion industry veteran Miss Y, netizens may really have some unnecessary worries about Prada. Miss Y, in an anonymous interview with Upstream News Chongqing Morning Post, said that for luxury brands like Prada, the Zheng Shuang incident is not a big controversy.

A week ago, Prada officially announced Zheng Shuang and others as spokespersons

"Does the public expect brands to be dragged down by Zheng Shuang? Haha, I think it's overthinking, and in the long run, the impact won't be significant. The factors that affect a brand's stock price are too complex, and the slight drop in stock price on the day of the incident is just a normal fluctuation." Miss Y said, "The luxury goods market is very different from other goods, and the formation of brand value and cultural foundation is not overnight, let alone dependent on a spokesperson.", "I estimate that for Prada, Zheng Shuang's incident is just a drizzle."

Miss Y analyzed that as a globally renowned Prada, the brand itself is also a big IP, "The brand's own IP has gone through long-term sedimentation and has a fixed audience. To be honest, the users who have formed loyalty to this IP are not very concerned about who the spokesperson is. Moreover, from the user profile, the proportion of Zheng Shuang's fans in Prada's overall user group is not high, and the actual influence can only be said to be relatively intangible. This nothingness is not completely non-existent, but it cannot be actually counted."

"It cannot be said that Zheng Shuang's incident has no impact on the brand." Miss Y believes that yesterday's fluctuation in Prada's stock price was indeed a response to public opinion to some extent, Today, Prada removed many promotional materials for Zheng Shuang, which also showed the public the brand's attention and response to public opinion. In addition, the brand itself has impressive works, such as Prada's recent men's fashion show and release of new products. For buyers and loyal users, the brand's launch of new products is obviously more important than the Zheng Shuang incident. Therefore, overall, today's stock price rebound, stabilization, and recovery are truly insignificant It's not strange. "

So, as a spokesperson, may Zheng Shuang be liable for compensation to the brand after a negative event occurs? Miss Y candidly stated that this depends on the specific spokesperson contract, and it is difficult for outsiders to guess, "Generally speaking, brands will explicitly require spokespersons not to have such negative comments, but on the other hand, spokespersons will also pay special attention to such clauses when signing contracts. After all, everything is possible in the entertainment industry, and spokespersons will also be most likely to take risks for themselves when signing contracts. Therefore, this is a trade secret between brands and artists."