The team had the opportunity to develop a crisis communication plan for H&M over a controversial advertising 'Back to School’ fashion campaign with the slogan ‘Make those heads turn’ on July 28, 2023.
Specifically, the brand faced backlash and complaints of ‘sexualizing’ underage children.
Informed by Benoit’s Image Repair Theory and Social Mediated Crisis Communication Theory (SMCC), the crisis response strategy aimed to restore H&M's reputation as an ethical brand that respectfully empowers children through enjoyable fashion. The strategy includes key messages, tactics, and recommendations designed to mitigate the negative impacts and prevent the recurrence of the crisis.
*Students are asked to choose an available brand in the industry for the assignment
