‘Til Depp Do Us Part
What can retail learn from Dior and the Johnny Depp and Amber Heard case?
The Johnny Depp and Amber Heard trial has been nothing short of a disaster. With details of their relationship unfolding before a Virginia courtroom (and the world at large), the only thing more harrowing it seems, was the relationship itself.
However, this tragic tale has been anything but for Dior. Before we get there, a quick refresher on the twisted tale of Depp and Heard:
After a fleeting, yet tumultuous 15 months of marriage, Amber Heard and Johnny Depp divorced in 2016, with Heard publicly announcing that she would be donating the $7 million settlement to the Children’s Hospital Los Angeles and the American Civil Liberties Union to combat violence against women.
Rumours of domestic violence had Johnny Depp teetering on the precipice of cancellation and in 2018 British tabloid, The Sun, published an article labelling Depp a ‘wife beater’.
With his reputation in ruins, Johnny Depp commenced proceedings against The Sun for libel and all the while he had Dior by his side – in sickness and in health.
After the UK High Court found in favour of The Sun in 2020, support for Disney’s quirky pirate waned even further.
With screams of ‘cancel culture’ now sounding throughout Hollywood, it didn’t take long before the screams had compounded into a series of boycotts.
Most notable among these was Disney.
Without naming Depp, Amber Heard wrote of her experience as a survivor of domestic abuse in an op-ed for the Washington Post (the subject of Depp’s ongoing defamation proceedings against Heard). Days later Depp learned he had been dropped from his iconic role in the Pirates of the Caribbean franchise.
Although this lost Depp a whopping $22.5 million, one might ask: Who really lost out?
A 6th Pirates of the Caribbean without Captain Jack Sparrow? Best of luck, Disney.
Warner Bros came as another huge blow. After losing the case against The Sun, Depp was forced to exit Warner Bros’, Fantastic Beasts franchise, where he starred as the infamous villain, Grindelwald.
The most recent boycott was MGM who have reportedly shelved the release of his latest film, Minamata due to the allegations surrounding Depp.
Although the court ruled against Depp, finding The Sun’s statements to be ‘substantially true’, Dior stood by Depp as the face of their Sauvage Elixir fragrance.
Not only has Christian Dior stood faithfully by Johnny Depp, but Depp’s portrayal in the advertisements has arguably bolstered his reputation.
His “smooth animal charm” is captured perfectly with Depp cast in a blue-tinged twilight setting alongside a pack of wolves.
The description reads:
“In a parenthesis inhabited by ancient legends, where wolves are gods and men let their animal instincts talk… Relieved of all artifice, he becomes at one with the desert.”
Positioning Depp in this way has helped to entrench a positive public perception, casting Depp as stoic and (slightly) wild but more importantly - authentic.
However, this has not been without success for Dior. Sales went up and internet searches for Sauvage increased by 23%. Naturally, Dior continued to release new ads.
Although the romantic in me would love to believe this to be a principled decision grounded in justice, truth, and loyalty, I question whether Dior’s motives are truly honourable.
Upon closer inspection one can find an assortment of reasons to explain Dior’s unwavering loyalty.
Controversy Drives Sales
One might reasonably argue that descriptions of wild and animalistic could prove damning in disproving allegations of domestic violence, however Dior quickly recognised a well-tested principle - controversy drives sales.
Look no further than 2005. Kate Moss was dropped by Chanel and Burberry after she was embroiled in a cocaine scandal.
However, this infamous scandal simply fortified her ‘cool, rock ‘n’ roll’ appeal and Cocaine Kate’s career was left unscathed.
Indeed, after the scandal Moss, alias ‘The Tank’ had more than doubled her salary.
As the saying goes, there is no such thing as bad publicity, except your own obituary.
Dior’s Global Market Coverage
The allure of controversy is not the only factor playing into Dior’s hands.
As of December 2020, 41% of Dior’s revenue came from Asian countries, 24% from the US and 24% from European countries. Of this 24%, France was responsible for 8%.
Dior has strong market coverage in both Asia and Eastern Europe, where allegations against Depp have not drawn the level of notoriety they have in Western markets.
France has also been markedly slow to wake up to the #MeToo movement. As France is a key market for Dior, this has played to the French luxury brand’s advantage.
Solidarity from Fans
Although Dior’s global presence has certainly been integral to their success, a particularly significant factor also at play is Depp’s unmatched fanbase.
As a somewhat ‘reformed’ fan girl myself, I can attest to the fierce passion that fuels fandom.
However, Johnny Depp fans have proven themselves to be a cut above the rest, showcasing the very definition of unconditional love.
While #justiceforjohnnydepp has 10.3 billion views on TikTok and #johnnydeppisonnocent has attracted 3 billion views, #AmberHeardIsALiar is trending across the internet and Amber Heard herself labelled, ‘Amber Turd’.
With support for Johnny Depp skyrocketing online, so too has support for Dior and its owner, French luxury goods giant LVMH.
One TikToker writes, “He [Johnny Depp] is the reason I bought the cologne for my husband”, a comment attracting 15.8K likes.
Another comment with 66.6K likes reads, “And that’s why I’m forever a Dior girl… affordability aside”.
Fans have been equally vocal on Twitter:
“Remember when Warner Bros dropped Johnny Depp and Dior didn’t, so Sauvage sales rocketed and it ended up as the first male fragrance to ever top the worldwide best sellers list #JusticeForJohnnyDepp.”
Another tweets, “We won’t forget that Dior supported Johnny Depp in this difficult situation while Disney and Warner Bros fired him. #thankyoudior”.
With clips from the trial saturating social media, the meme-ification of proceedings has reached new heights.
This has seen a renewed interest in their relationship that goes beyond the diehard Depp fans.
And as more facts come to light, the narrative has shifted in Depp’s (and consequently Dior’s) favour.
Brand Activism
Whether Dior’s steadfast allegiance to Depp comes from a place of loyalty or not, one thing is sure – it has paid off.
As Gen-Z and Alpha consumers are quickly exceeding previous generations by population (To read more about generational change, see our article "Its a Zoomer's World, We're Just Living In It"), it is becoming increasingly important for brands to demonstrate how they are helping to make the world a better place.
More than any generation that has preceded it, Gen-Z and Alpha consumers are opting for brands whose values align with their own.
When former-NFL superstar, Colin Kaepernick took a knee during the US national anthem in 2016 in protest to racial injustice and police brutality, Nike chose Kaepernick as the face of its global advertising campaign in 2018.
Although lauded by sporting legends, Serena Williams and LeBron James, Nike’s share price fell roughly 3.2%. With support from then-President Donald Trump, #BoycottNike was trending on Twitter, with some going so far as to burn their Nike trainers and cut the logo from their socks.
Despite the initial hit to Nike’s shares, online sales surged in the days following the commercial’s release. Resonating with a generation of future shoppers, Nike have since been praised for their bold activism.
By demonstrating a commitment beyond sport and innovation, Nike transcended the world of sport and entered a new realm as advocates for change.
Although grossly different situations, there is a common thread.
With Depp heralded as a champion for male victims of domestic violence, support for Dior has come in waves.
Whether rightly or wrongly, Dior are seen as courageous and noble truth-seekers in continuing to support Depp.
With conscious consumerism being realised, brands must ensure they present as bold and authentic or they too, may find themselves at the behest of cancel culture.