This switch was risky. Bailey spent a lot of time in internal meetings explaining how hashtags worked and why it was okay to have negative customer opinions appear alongside positive ones on Burberry’s Instagram posts. He argued that the brand couldn’t avoid Burberry’s presence on Instagram, whether the fashion house was participating or not, since regular people were talking about the brand with a #burberry hashtag regardless, so they might as well be part of it. Bailey didn’t have to defend his Instagram-inspired strategy for long. A month after the runway event, Bailey’s boss, Angela
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