From Simon Brooke, Mobile Marketer, March, 10, 2016

It is not something that any company likes to think about, but crisis communications management should be near the top of the to-do list of every luxury brand this year.

In the United States, fast food chain Chipotle’s continuing problems with a norovirus outbreak continue to leave a nasty taste in the mouth of consumers and with investors as shares fall. Across the pond, just one week into the New Year the head of the United Kingdom’s Environment Agency resigned following his managing of the floods crisis.

Just two recent examples of an organization and an individual in deep trouble because of a crisis, but this has nothing to do with the luxury sector, though, surely? Unfortunately it has.

Crises are hitting organizations and individuals more frequently and more harshly than ever before and it is only a matter of time before a luxury brand is engulfed in one.

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