How colourful characters can hijack fashion labels

Big fashion brands dream of having celebrities snapped wearing their gear. But what happens when it’s someone famous for the wrong reasons?

Roberta Williams is released from custody at Melbourne Magistrates Court this week. Picture: Mark Stewart

Most fashion and lifestyle brands dream of having their clothing worn by well-known personalities — even better if they are photographed by the paparazzi while wearing it.

But what if the celebrity is gangland widow Roberta Williams?

Emerging from court this week where allegations of kidnapping and extortion were aired, the former wife of gangland drug lord Carl Williams was photographed wearing a tracksuit top with sports brand Puma’s logo emblazoned across the chest.

La Trobe University ­strategic communications lecturer Natalie McKenna said that, while companies often engaged people with a profile to publicly endorse their brand, it’s unlikely Puma would be happy with this week’s unsolicited exposure.

Puma was front and centre for Williams’ court walk. Picture: Mark Stewart

“All brands want celebrities to endorse their product, and look good in their clothes,” she said.

“Puma is a brand who have worked with the likes of Rihanna in the past — a strong, independent woman who thinks outside the box. And while Roberta is all those things too, it’s just not likely she is who they would have chosen to promote their brand.”

McKenna said crisis management would be unlikely for a huge global brand like Puma, however one way to combat any negative press was to release counter celebrity images and push those up through the google rankings.

“On an international scale, one example from the past would be Nike and Tiger Woods,” she said.

“Nike’s bottom line took a huge hit when allegations against him emerged, but this is small time for a big global brand like Puma.”

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Con Stavros, associate marketing professor from RMIT agrees that it is unlikely Williams will affect the ongoing reputation of Puma.

“Any impact would be minimal,” he said.

“We are so used to seeing sportswear branding everywhere that it becomes like wallpaper.”

Puma declined to comment on the story.