Donna Karan vs. PETATHE BUNNY BUTCHER.

DKNY PETA• Women fashion label by

designer Donna Karan.

• Bought by French global conglomerate Louis Vuitton- Moet Henessy (LVMH) in 2001.

• couture-level Donna Karan Collection, RTW affordable DKNY, eyewear…

• Nominated for Council for Fashion Designers of America (CFDA) designer of the year in 2010.

• Largest animal rights organization in the world with more than 3 million members and supporters.

• PETA works through public education, cruelty investigations, research, animal rescue, legislation, special events, celebrity involvement, and protest campaigns.

History of Crisis

PETA has been protesting fashion use of fur since its creation

2010, staged a Facebook protest on DKNYs account

Dkbunnybutcher.com PETA created website

More than 22,000 followers still today

Early 2011

“I will not go out and make a declaration on it, but I don’t use fur.

I haven’t in two years.”

PETA Publicity

NYFW

Inside the show, protestors still demonstrating…

Tactics Used

• Disabled social media interaction

• Deleted negative posts

• Lie in interview

• No public response

• BE HONEST

• Hire team or enable in house team to give response on popular social media or traditional media

• Become transparent

Recommendations

Results• Society: “DKNY doesn’t care about the rights of

animals.”

• Fashion Industry: Clear distinction between fur and anti-fur, other than DKNY.

• Public Relations: “OPPORTUNITY!” “Next client?”