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Aritzia: Beneath the Seams of a Reputation Rebuild
內容大綱
Aritzia Inc., a prominent figure in the fashion retail sector, cultivated a reputation for its stylish designs and boutique atmosphere, attracting both customers and prospective employees who sought to be part of its esteemed brand image. However, a July 2023 article on the global business news website Business Insider revealed allegations by former employees of a toxic work environment characterized by high-pressure tactics and racial discrimination. The article ignited reactions across social media platforms, prompting widespread discussion and company backlash. The current chief executive officer was tasked with addressing the allegations and improving workplace dynamics at Aritzia stores. Her need to manage the company’s reputation was particularly critical, based on its image as a champion of equity, diversity, and inclusion. She had to act quickly to uphold the company’s brand image and nurture positive relationships with stakeholders.
學習目標
This case is suitable for courses or modules on reputation management, public relations, and communications planning at the undergraduate and MBA levels. After completion of this case, students will be able to <ul><li>understand the concept of crisis management and communication to repair reputational damage;</li><li>understand how to improve stakeholder relationships with management team members, divisional leaders, store managers, current and former employees, customers, and media outlets;</li><li>understand the power of social media networks and online comments; and</li><li>understand how to rebuild long-term brand image and company culture amid a crisis.</li></ul>