CRISIS MARKETING IN THE FASHION INDUSTRY: THE CASES OF H&M , ZARA, BURBERRY AND BALENCIAGA

Abstract

THE STUDY WILL INCLUDE A COMPARATIVE ANALYSIS OF EACH BRAND¿S APPROACH TO CRISIS COMMUNICATION, EXPLORING THE SPEED AND TRANSPARENCY OF THEIR RESPONSES, AS WELL AS THE CORRECTIVE ACTIONS TAKEN TO ADDRESS PUBLIC BACKLASH. IT WILL ALSO ASSESS THE ROLE OF SOCIAL MEDIA IN AMPLIFYING THESE CRISES AND SHAPING PUBLIC PERCEPTION, ALONG WITH THE EFFECTIVENESS OF DIFFERENT MARKETING TECHNIQUES EMPLOYED TO REPAIR BRAND IMAGE