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Aritzia: Beneath the Seams of a Reputation Rebuild
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. -
Dairy Farmers of Canada: Hard Questions Surrounding ‘Buttergate’
Dairy Farmers of Canada (DFC) faced a significant public relations challenge following a February 5, 2021, social media post from a Canadian cookbook author questioning if others were also experiencing hard butter that would not soften at room temperature. Very quickly, the post received hundreds of replies in the affirmative, prompting a #Buttergate hashtag that soon spilled into mainstream national and international media coverage. The “Buttergate” controversy grew when it was speculated that the cause of the hard butter was due to the addition of palm oil to cow’s feed, with some experts highlighting the negative environmental and health impacts of palm oil. As the lobbying and promotional organization representing Canadian dairy farmers, DFC held a decades-long reputation for quality and transparency with Canadian consumers. Buttergate called this reputation into question, prompting the chief executive officer of DFC, Jacques Lefebvre, to issues a series of statements as the organization navigated the controversy, ultimately forming an expert working group to further investigate the issues that had been raised by consumers and in media reports. While everyone awaited the working group’s final report, what did DFC need to do to rebuild consumer trust in the quality of its product?