'No comment' used to be the number one no-no in a crisis, as it served only to paint a guilty picture. In this instance however, just as Primark has helped to innovate and drive the 'fast fashion' category, its communications have also been forward thinking.
Using a microsite to broadcast its own video message encapsulated some of the best that web 2.0 offers, by communicating direct to consumers without media filtration. It could have done more and placed the content on other social media to enhance the 'digital halo' effect.
Will consumers turn their backs on Primark? I don't think so. There will still be chaos as they struggle to get through the doors when the next celebrity designer launches their collection. Only this time the only children involved will be those queuing to get in.
Rick Guttridge, MD, Brazen