For many she became Chiara “Fregagnez”. Investigated for aggravated fraud for fake charity to children, the entrepreneur has disappeared from her (or almost) her social networks. While waiting for the storm to pass, she is reorganizing her defense
The day after. On Wednesday 15 December, the (not very) royal Italian family, the Ferragnez, suddenly becomes the Truffagnez for the general public. Or Furbagnez, for the sympathizers. What happened? The digital entrepreneur Chiara Ferragni is overwhelmed by the Pandoro-Gate: in 2022 she promoted the sale of the Balocco by implying that by purchasing that sweet she would contribute to helping the children of the Regina Margherita hospital in Turin. But on that day, the 15th, a statement from the Competition and Market Authority (Antitrust) certifies that it is not true. And he reveals that Chiara would have lied. It turns out that Balocco had already paid 50 thousand euros to Regina Margherita six months before hiring Ferragni, and that she did that campaign for money: one million euros to lend her face and her channels. – photo | video
Chiara Ferragni, the 100 million empire risks collapsing. And Selvaggia Lucarelli doesn’t let go – look
CHARITY? NO – Nothing beneficial, since he didn’t donate a single cent. Not only that: the Antitrust explains that the quantity of pandoros sold at the increased price of 9 euros had no impact on the amount donated to the hospital. And he fined the businesswoman one million, Balocco 420 thousand euros. In the meantime, an investigation file was opened by the Milan Prosecutor’s Office.
Is the fairy tale over? Those who believed in the glitter of a millionaire’s life achieved with the sweat of likes and prodigious marketing skills no longer see in Chiara the demonstration of possible dreams. The idol contained in the formula “beauty-wealth-luck-love” becomes a “Wanna Marchi 2.0”. The worst, however, happens on December 19th. Ferragni publishes an apology video on his profile (watch) in which he presents himself as resigned and suffering, promises one million euros to Regina Margherita and more transparent commercial operations in the future. A disaster from a communication point of view: it’s not credible, everything it seems well thought out and shaky excuses aren’t enough, nor is money. Having made fun of sick children is priceless, forgiveness is not for sale. “Cinepandoro” is defined as the video.
“Fregagnez”, they address her in the comments.
Chiara Ferragni, after pandoros and Easter eggs, doubts also about Trudi dolls – look
DOUBTS ALSO ABOUT THE OTHER INITIATIVES – Even more so when the advertising that Ferragni promoted for Dolci Preziosi’s Easter eggs also comes under scrutiny, an operation similar to that of pandoro (and those of many influencers…). She disappears from social media until December 31st, skips the holiday in the mountains and leaves the house twice, in the photos we show you and at the park with the children. Those who have contact with her describe her as “destroyed”. Her husband, Fedez, after letting off steam in a mess-up video (genuine, though) in which he defends his wife, remains silent and withdraws from a game that isn’t his: after a few days he starts posting glimpses of daily life with his children, in slippers at the park with Paloma, Golden’s puppy. Chiara never appears, the retreat order falls on the entire family involved in the companies, therefore on the influencer’s mother and sisters. The avalanche collapses from above and the valley is still far away: it is difficult to predict the outcome. Safilo is the first to cancel the licensing agreement for the production and distribution of Ferragni eyewear, but contracts with other brands are also at risk, the domino effect is just around the corner. Because Ferragni is indeed the mother who appears funny with her children, the wife who goes to the therapist with her husband, the girl who deluded us into participating in her life, but she is not a simple fashion blogger: she is the head of an empire , almost a multinational, which crunches important numbers.
Matteo Salvini (like Fabio Fazio) surprisingly: “Too much malice against Chiara Ferragni” – watch
ENTREPRENEUR OF A MULTINATIONAL COMPANY – The entrepreneur operates in the fashion business with Fenice Srl, does digital marketing consultancy through Tbs Crew Srl (has clients such as Procter & Gamble) and has a third company, Sisterhood: in 2022 they produced revenues of 33.3 million. Since 2021 you have sat on the board of directors of Tod’s. A post on her Instagram costs up to 100 thousand euros but the contracts closed for the Christmas period, the most profitable, have been cancelled. What will happen to the agreements with Pantene, Nespresso, Morellato, Pigna, Mofra, Nanan?
(RISIBLE) DROP IN FOLLOWERS – If you tell yourself through your face and make it become a brand, that face can destroy you. If you credit yourself as a benefactor, a misdeed can bury you. For the first time, Ferragni recorded a drop in followers, 70 thousand in five days, nothing compared to the over 29 million that he puts on the table when he closes a deal (data that should be analysed: it seems that 20 million are inactive followers). But it’s a symptom.
Chiara Ferragni is officially under investigation for aggravated fraud: “I am calm, I have faith in the judiciary” – watch
THE BEGINNING OF THE END (FOR INFLUENCERS)? – «The crisis that Ferragni is going through takes us into unknown territory: it is the first fall of the gods from the Olympus of influencers. It’s interesting to see how there are no more untouchables. Academically we talk about “diffuse editorial power”: everyone creates content and therefore puts themselves at almost the same level as even high-ranking influencers and this means that everyone can contribute to damaging that influencer with posts, tweets, comments and stories. It will be interesting to understand what the evolutions will be”, explains Giampaolo Colletti, professor of Business Communication at Iulm, to Radio 24.
Chiara Ferragni is just a mother: the new strategy to get out of the corner doesn’t save her from losing contracts – look
THEY ALSO DECEIVE THEIR CHILDREN – A strategy is needed to get back up the slope of shame. For now the tactic chosen is that of the submarine (very bad according to the experts), that is, proceeding invisible in silence with a few trips to the surface: Chiara’s choice to reappear on New Year’s Eve from Fedez’s profile in a video in which they make their children believe that It’s midnight and instead it’s 9pm, it wasn’t a good idea. An innocent deception, again on children, which has been much criticized. Meanwhile in Rome the words “banned” (look) appeared at the entrance to her boutique.
The entrepreneur has enlisted a task force: two law firms, Gianni Origoni and Marcello Bana. And then the communication agency Community expert in web reputation. The first test is just around the corner: Pitti Uomo from January 9th and then fashion week first in Milan and then in Paris in February. Will Ferragni be there?
Chiara Ferragni is just a mother: the new strategy to get out of the corner doesn’t save her from losing contracts – look
THE WEB DOESN’T FORGIVE – Those who deal with social media are sure: the web does not forgive but quickly forgets. Giorgio Tedeschi, professor of Communication and crisis management at the Ca’ Foscari and 24Ore Business Schools, consultant to many companies, from Ilva to Sorgenia, has his own recipe: «Ferragni must rebuild his image by developing a content plan consistent with its promise of transparency. He should take advantage of a highly visible opportunity to present his new self to the public, I’m thinking of the Sanremo Festival. If he reached an agreement with Amadeus, they would both win: one for the ratings, the other for the chance to talk about the change in him.”
Chiara Ferragni reappears in a video, the comments are merciless – look
A NEW DEAL FOR HER – But talking won’t be enough. «On that stage you should present yourself as a person who from now on focuses everything on frankness: you must have started a program of concrete and immediate initiatives and document them every day. Instead of posting children and clothes, she will have to demonstrate that she is the woman who is being questioned today”, explains Tedeschi. «The problem is that the moment she admitted her faults, others came out. In her video I believe she made two mistakes: she addressed her audience but did not speak to her investors, she did not appear to be a manager capable of managing the crisis but rather a person dominated by a situation that she does not know how to resolve . She was only focused on her emotional relationship with those who follow her. We can hypothesize that you are agreeing a program with your sponsor but you are not communicating it. In crisis situations, speed of reaction and transparency are essential.” Perhaps this is why Ferragni’s crew will have already unleashed a super action plan. AAA, Miracle Agency Wanted.
Cristina Rogledi
Today © ALL RIGHTS RESERVED
2024-01-13 10:23:39
#Chiara #Ferragni #Pandorogate #heres #overcome
