Product discovery: Nike, Balmain, and Kim Kardashian-West

The motto “the customer is always right” has long circulated hospitality and retail, popularised in the early nineteenth century by retailers like Harry Gordon Selfridge. Consumer sway over brands has only increased in the age of social media, as people are able to mobilise opposition to the actions of brands they follow. In recent weeks, three big names have bowed to consumer pressure to change their products: Kim Kardashian-West backtracked on naming her shapewear brand Kimono after accusations of cultural appropriation, Nike recalled its 4th July trainers after consumers pointed out they were using a flag flown during slavery, and Balmain reached an agreement with Laura Biagiotti Group to change their logo. Which all begs the question:

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