During the first hours of this Friday, the Spanish clothing brand, Zara, became a trend within social networks after hundreds of users echoed the visit made by the creator of digital content, Vampipe, to one of his branches.

According to what is now committed on the network, the Mexican influencer, which is recognized for being a critical acid on all kinds of social, political and cultural issues, would have visited the Zara store located in Plaza Antara, considered as one ofThe highest category shopping centers in the country.

The initial image of the discussion seems to have been published by the Twitter user identified as Abdenis Mole (@cuadrantes) who captured and shared the moment in which Vampipe made his purchases in the aforementioned store accompanied by the message: “It is that if @vampipeNo Chayotea is not enough to buy his clothes at @zara de @antaramx #quienesquanlasmentiras ”.

The fact generated all kinds of comments found.And for many the publication referred to Zara as a “luxury” brand that would seem unattainable in price matters for the population.

It was right here where the debate began;While some users defended this position others more assured that Zara products cannot be considered as “luxury” since the brand is within the Fast Fashion category, where one of the main features are precisely accessible prices in exchange for clothingthat produced in series has limited life time.

With this and far from the debate of what Vampipe's visit to a Zara store could mean, the fact makes clear a peculiar phenomenon that cannot be omitted in brand construction issues.

While the brand seems to have done anything to be in this position more available for a particularly controversial client, the reality is that it is an issue that reflects the way in which it signs is appreciated by the consumer, where a burdenObviously political and ideologies is involved.

This could be a double -edged sword for Zara's reputation if we consider that although people want brands to be more active in solving problems and social causes, they do not want commercial firms to be involved in political issues.

Various studies have noted that the relationship between brands and policies is punished by the consumer.A recent investigation signed by 4A ensures that although 67 percent of marketing responsible believe that changing values are making brands more interested in corporate responsibility and values -based marketing, 58 percent of consumers do notThey agree that brands involve their marketing strategies with political issues.However, the audiences claim that they see those brands that take a positive position in issues such as the fight against racism, inclusion or gender equality with good eyes.

In this sense, it is impossible to think of consumption trends away from the socio-political environment.This factor will continue to mark a guideline in the brand-consumer relationship, which although it is not fully recognized by customers becomes evident with the requirement of them by brands committed to their ideals.