DKNY is somewhat of a veteran when it comes to social stoushes: having engaged in public spats with PETA over rabbit fur then launching their successful Twitter account DKNY PR Girl.

Today we're taking a look at how the fashion label efficiently extinguished an issue that could have escalated into a full-blown crisis.

Image problem

In 2013 photographer Brandon Stanton, of Humans in New York, was approached by DKNY to purchase a number of his photographs for a global campaign. Stanton declined the offer.

Stanton subsequently posted on his Facebook Page that he had been sent a picture of the DKNY store in Bangkok that featured his photos in the front window. Stanton didn't want any money, but asked DKNY to donate US$100,000 to a charity of his choice.

Quick response

DKNY didn't miss a beat and quickly posted this response on their official Facebook Page.

“Since its founding in 1989, DKNY has been inspired by and incorporated authentic New York into its imagery. For our Spring 2013 store window visuals we decided to celebrate the city that is in our name by showcasing “Only in NYC” images. We have immense respect for Brandon Stanton aka Humans of New York and approached him to work with us on this visual program. He declined to participate in the project.

“For the Spring 2013 windows program, we licensed and paid for photos from established photography service providers. However, it appears that inadvertently the store in Bangkok used an internal mock up containing some of Mr. Stanton's images that was intended to merely show the direction of the spring visual program. We apologize for this error and are working to ensure that only the approved artwork is used.

“DKNY has always supported the arts and we deeply regret this mistake. Accordingly, we are making a charitable donation of $25,000 to the YMCA in Bedford-Stuyvesant Brooklyn in Mr. Stanton's name.”

The post received over 2000 Likes.

Take-aways

While DKNY continued to receive criticism for not matching Stanton's request, it effectively took the sting out of a situation that could have turned much more nasty.

If they wanted full marks, DKNY might have considered offering more money to Stanton's nominated charity, considering the extra cash might cost less on the long term than social media malady.

If you enjoyed this article then subscribe FREE to the twice weekly SMK Digital Bulletin, click here now or visit www.smk.net.au/subscribe.

Also, click here download a FREE Social Media Policy Research Paper – worth $495. This FREE in-depth 17 page paper features insights from both communications and legal experts at the likes of: National Australia Bank (NAB), Edelman, Corrs Chambers Westgarth, Social@Ogilvy, SMK – Social Media Knowledge, The Victorian Electoral Commission. Or visit www.smk.net.au/downloads for details.