TOThe “personal branding” entry in every dictionary should be cited Chiara Ferragni. Yes why perhaps no one in our country was able to connect all of her entrepreneurial activity to her name, to her face, as she did. A continuous story on social media that has led her to be considered by many as “one of the family”. But now all this self-promotion is perhaps becoming his main problem: after it was investigated for aggravated fraud for the so-called “Pandoro case”, many have decided to no longer believe his words. And to no longer be followers or buyers. Reputational damage that involved not only her audience, but also the companies that had decided to collaborate with her.
Chiara Ferragni: charity or business?
A few weeks ago, the Competition and Market Authority has started an investigation into Balocco SpA and Fenice Srl and TBS Crew Srl (companies that manage brands and rights relating to the influencer) for “alleged unfair commercial practice”. The three companies also received a sanction because it was reported that the cartouche affixed to the packaging of the pandori – as well as some posts and stories by Ferragni herself – reported some information which suggested that every single purchase of the products would contribute to the charitable donation towards at the Regina Margherita hospital in Turin. Donation (50 thousand euros) which instead came only from Balocco: Chiara Ferragni’s companies, however, would have collected more than 1 million euros for the trademark license and the creation of advertising content.
When the Ferragni case broke out, the influencer apologized immediately, citing communication errors. And you announced that you would donate one million euros to the hospital in question. But the question is still very open. And it has also expanded to other operations presented as beneficial.
Chiara Ferragni on September 26, 2023 in Paris for the Christian Dior fashion show. Credit: Swan Gallet/WWD via Getty Images
Selvaggia Lucarelli: «It seems like a proven system»
On 8 January Chiara Ferragni was entered in the register of suspects of the Milan prosecutor’s office on charges of aggravated fraud. According to what emerged, in fact, some emails that came under the scrutiny of the investigators confirm that it was Ferragni himself who wanted to base the communication of the operation on the link between the sales of the pandoro and the donation to the Regina Margherita hospital. But, as has been made clear, the size of the donation had already been decided and had no connection whatsoever with the number of sweets sold.
The same Selvaggia Lucarellion the Everyday occurrence, added a point. «Ferragni has overlapped or confused charitable and commercial operations so many times as to make it difficult to pass off as “communication error“what instead seems like a proven system.” In fact, apparently, it is not just the Balocco case that is making the influencer tremble. Lucarelli referred to other Ferragni initiatives, from the one with the Trudi doll to the partnerships with Oreo and Wallapop.
The 100 million euro companies and the escape of sponsors from Chiara Ferragni
This confusion inevitably affected the public: there were 175 thousand people who, in a few days, decided to stop following the influencer’s Instagram profile, declaring – with this gesture – the end of a relationship of trust. But many companies that had active (or planned) collaborations with Ferragni also decided to take a position. The brands Safilo And Monnalisa they ended their partnerships with the influencer. AND Coca Cola decided to cancel an advert with Ferragni which should have been broadcast during the Sanremo Festival. Other brands, then, are apparently considering what to do: from Tod’s to Calzedonia, from Intimissimi to Morellato. But also Pantene and Nespresso. All historic collaborations of the influencer that could soon vanish.
The Corriere della Sera recently estimated the value of the three companies of which Chiara Ferragni is CEO. Phoenix (32.5% controlled by Ferragni) was valued at 75 million just six months ago. TBS Crew instead it would have achieved 14.5 million in revenues. And then there is Sisterhood. The total value of Chiara Ferragni’s companies would be around 100 million euros.
If in 2022 revenues had practically doubled, now, however, their collapse is hypothesized. Also because it seems that there are fewer and fewer companies knocking on the door of partnership offices.
Fedez on a rampage against journalists: «The priorities of Italian information…»
Meanwhile Chiara Ferragni declared herself “serene”while waiting for the investigation to take its course. Her husband, Fedez, however, doesn’t seem to be in the same mood, given that a few hours ago he lashed out at some reporters under their City Life penthouse in Milan. On Instagram he wrote: «There were fewer journalists at Messina Denaro’s house. The priorities of Italian information…”.
Then attacked Myrta Merlino, presenter of Afternoon 5, who would have sent journalists to follow the story. «You are very free to come to my house, just as I am very free to laugh at the priorities of Italian information at the moment, which only concern Chiara Ferragni. I don’t like this rhetoric of “you became famous through the mass media”, because we became famous with our little fingers and our mobile phones.. And I believe that part of the annoyance we give you is precisely this.”
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