On Monday, The Guardian unveiled a major global investigation revolving around cab-hailing firm Uber and its rapid expansion. The so-called "Uber Files" comprise 124,000 confidential documents - including emails, WhatsApp messages, memos and presentations - leaked to The Guardian, covering a period of time going from 2013 to 2017 and regarding 40 countries.
Originally the company was born as an app, launched in San Francisco in 2010 to hire luxury black vehicles. Little by little, the operations expanded: the following year, UberX allowed drivers to pick up passengers in their own cars, but the service operated mainly in the US. Expanding overseas proved difficult at first as Uber had to compete in an industry that outlawed competition. Yet, in just a few years' time, the company became an empire, operating all over the world.
Leaked by Mark MacGann, Uber's former chief lobbyist in Europe, the Middle East and Africa, the documents reveal how Uber managed to go global using ethically questionable practices, such as exploiting violence against drivers and escaping police investigations using a "kill switch" that prevented police and regulators from accessing sensitive data during raids on its offices and gather evidence. Besides, Uber secretly lobbied governments across the world so that they would alter laws and regulations and accommodated them to facilitate Uber's meteoric ascension.
When he was economy minister in France, Emmanuel Macron supported Uber and secretly helped the company, allowing it frequent and direct access to him and his staff, but the list of politicians involved also includes at least six UK government ministers, two of Barack Obama's most senior presidential campaign advisers - David Plouffe and Jim Messina - who, according to The Guardian, "discussed helping Uber get to access leaders, officials and diplomats"; and the former vice-president of the European Commission Neelie Kroes who secretly helped Uber to lobby top Dutch politicians, including the country's prime minister. Kroes stepped down as European Commissioner in November 2014 and joined Uber in May 2016. Uber also hired a political operative linked to Russian oligarchs allegedly aligned with Vladimir Putin to secure its place in the Russian market.
While you can read the details on The Guardian's "Uber Files" site or in the reports of the media outlets including Le Monde, The Washington Post and the BBC that collaborated to the investigation (The Guardian shared the data with media organisations around the world via the International Consortium of Investigative Journalists), you wonder if further revelations will be done about Uber's links with fashion.
From this investigation we know that, in early 2015, Uber was facing obstacles in France and turned for help to the owner of the luxury goods corporation LVMH (parent company of the French financial daily Les Echos), Bernard Arnault. The latter became strategic for the company, personally investing in it $5m.
Uber also became the favourite choice of fashionistas during fashion weeks: Uber paid posts in partnerships with influencers and bloggers; in 2014 Alexander Wang's show invitation came with a Uber discount, while in 2015 Rag & Bone opened its runway show to the public via Uber. People could score a seat to the show by tapping on the app, while also getting a complimentary VIP ride to the venue. In 2018 Uber also integrated in its app Lime electric scooters during Paris Fashion Week.
Amore tangible proof of Uber lobbying influencers may be a 2019 Instagram story by Italian influencer Chiara Ferragni: in the post she complained she wanted to go home after work, but, at 8pm, she couldn't find a taxi in Milan.
"I cannot believe Italy is the only country where there is such a fight between taxi drivers and Uber drivers," Ferragni stated (completely oblivious to the fact that also in other countries there had been fights...). "Taxis are impossible to find, most of the times they rarely accept credit cards, and the idea that Uber is not available anymore because the State is avoiding competition for taxi drivers is unbelievable. Thanks to this new law so many families are left without a job from last night for a decision that I really don't agree with. Of course there are much worse problems to take care of, but removing a service that works well and give [sic] jobs to a lof [sic] of people is never a good idea to me."
With hindsight you wonder if there was more behind her vehemence, after all, Ferragni was rarely so vocal about other (more vital) social or political issues (the law she refers to is the Car Rental with Driver (Noleggio con Conducente) Law, Law n. 12/2019) than finding a cab in Milan. The "Uber Files" cover another period of time and 2019 is not icluded, but maybe Uber was still working on its practices, targeting influencers rather than politicians and using them to put pressure on consumers and the public opinion (Uber also paid prominent academics hundreds of thousands of dollars to produce research that supported the company's claims about the benefits of its economic model - so it is not so unlikely that they paid influencers). After all, in the post Ferragni doesn't complain only about the fact she couldn't find a taxi, but strategically mentons the law and the Italian government.
Will we ever discover the truth about Uber and influencers or VIP rides at fashion weeks?Who knows. In the meantime, Uber is strengthening its links with fashion and luxury in particular via its adverts.
Uber has placed ads for its food delivery businesses, Uber Eats and Postmates, on its app, hoping to reach out to consumers through on-car ads, in-car tablets and ad formats. Then, last summer, it started incorporating sponsored ads from restaurants and hotel advertisters, such as Marriott Hotel, while, more recently it started featuring luxury fashion brands, such as Burberry. Looks like the Uber saga may unveil other connections with prominent figures, houses and brands, and lobbying practices in the glamorous fashion industry.
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