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.