She used to have 30 million followers on ins, what is this concept? With a population of only 17.53 million, she has a larger number of followers than the entire Netherlands. You may have seen her personal brand, this winkling blue eye pattern, which has ** on a certain Dong and a certain Tao, these products are printed on a variety of goods, shoes, bags, jewelry and even pencils and notebooks, and the sales revenue has reached a total of 300 million euros.
Have you ever bought this big eye pattern?
In fact, the chiara was very unpopular in the Italian high-end fashion circle in the early days.
The fashion industry is a weird, ruthless, and venomous coterie where even the greatest designers worry about whether their designs will be ridiculed for the next season, and the dazzling supermodels are terrified by the subtle changes in their bodies, and they simply look down on the wild way of Chiara.
In her early years, when she participated in Milan Fashion Week, she was often ridiculed by industry insiders.
It is said that the person in charge of a proud brand once slammed the door on her face.
However, as the number of her fans continued to increase, LVMH, the world's number one luxury company, threw an olive branch and asked her to serve as the ambassador of the LVMH Prize.
On the right is the shrewd and capable lady of the LV Group.
On the left is chiara
Take a look at how the first blogger in the universe brings the goods
She also began to receive endorsements from major brands, such as Dior and Lancôme.
Chiara, who tasted the sweetness, promoted the star-making movement to her family, and her sisters, one with 2.4 million followers, and the other with 72With 80,000 followers, even her mother Marina has 380,000 followers, and the family, who shows their lives as wealthy Milanese every day, has won the favor of the brand and started to bring goods.
How did such a cosmic Internet celebrity overturn?
In front of the Christmas tree, she held up a Balocco brand cake with her big eyes logo on it, urging fans to be generous. But ** outrageous, the regular version of this little cake sells for 37 euros, but with frosting and a chiara big eye logo, it sells for 9 euros.
But Chiara promises that it is sold so expensive because of charity. She righteously stated that as long as fans buy cakes, she will donate to the hospital in Turin, Italy.
Chiara is particularly sensational: "Every time you buy a cake, you are opening a new tomorrow for bone cancer patients." ”
As a result, many fans donated generously to support charity, and the event made more than 1 million euros.
But the hospital that was eager to wear it ended up receiving only 50,000 euros. The only 50,000 euros did not come from chiara, but from the brand that made the cakes.
What's even more outrageous is that the donation time is before the launch of this charity campaign. That is, from beginning to end, they have already made up their minds to give the hospital only 50,000 euros.
Chiara won a good reputation for charity while putting the donation into her pocket, and she was also exposed to eating Party A and Party B, not only took the hospital donation, but also spent a lot of money to pay for advertising when the pastry brand invited her.
After the scandal broke, the Italian prime minister publicly yin and yang her, "Those who make a lot of money by showing beautiful clothes and bags, and pretend to be philanthropists, are not worthy of being followed". Then he opened her a 107A fine of 50,000 euros.
Under the excitement of the crowd, Chiara had to publicly apologize on social **,
"You can make mistakes, but if you make mistakes, you have to admit it, and that's what I want to do now.
I apologize now and follow through on my original promise:
I will donate 1 million euros to Margarita. ”
That's all it takes, but Chiara goes on unconvinced, calling her fraud a "miscommunication," she continues:
"But that's not all, I publicly apologize because I realized I made a communication mistake.
I will cherish this mistake and I will take it to any charity I do in the future
Completely separate from my business activities. ”
She apologized publicly, and she was cut off the ugliest picture.
This cosmic Internet celebrity who didn't admit to deceiving fans, and only lightly said that he had made a communication mistake immediately lost fans, and a few days later, she cleverly appeared on her husband's social ** account at Christmas to test the waters, and posted it to herself and her son**, but it still caused overwhelming criticism from fans.
Thanks to her, the Italian Communications Authority has issued a directive to strengthen the supervision of all content creators with more than 1 million followers and more than 24 advertising collaborations in a year.
According to the new law, companies that are going to cooperate with influencers must not mislead or deceive consumers, and influencers are never allowed to conceal their relationship as brand partners, let alone win consumers' trust through hidden signals in social networks.
Influencers who engage in commercial practices that do not clearly identify their brand partnerships face hefty fines of up to €250,000, or up to €600,000 if the ad is found to be "adversely affecting young people".
That is to say, in Italy in the future, after the Internet celebrity privately received the brand's advertising with goods, he pretended to inadvertently "expose the advertorial" on his own **, what "I use this product very well myself, and now I want to share it with everyone" The old routine of bringing goods is open, which is illegal in Italy.
If other countries in the EU follow up and strictly regulate the Internet celebrity market, then it is equivalent to the fire that Chiara ignited, and it will also burn the financial path of other Internet celebrities.
There's another news this month.
Chiara was exposed to another charity event before, she and Trudi jointly released a limited edition doll for the Anti-Bullying Association, and also raised a lot of donations.
Now ** has stepped in to investigate and asked her to clarify how the income was actually donated.
When The Economist wrote about how the millennial Chiara built an empire of billions, the reporter who interviewed her wrote that meeting her was like meeting the queen of a small kingdom.
Will her fans continue to pay for it?
If the future of the small kingdom unfortunately collapses, what will happen to the queen?