Corporate Image in the Era of Ultra-Fast Fashion: A Case Study of the Boohoo Brand Crisis
Keywords:
ultra-fast fashion, corporate image, crisis management, ethics in fashion, social responsibility, sustainability, BoohooAbstract
The article analyses the consequences of the phenomenon known as “ultra-fast fashion” focusing on its impact on corporate image and image crisis management, using the British brand Boohoo as an example. Ultra-fast fashion is a business model based on the rapid production and distribution of clothing, responding to changing trends and consumer needs. However, its growth is associated with numerous controversies, such as labour exploitation, low product quality, greenwashing, and negative environmental impacts. Consequently, brands in this sector are particularly vulnerable to image crises.
The aim of the study was to analyse the causes, course, and effects of Boohoo’s 2020 image crisis resulting from its participation in the ultra-fast fashion phenomenon. The research method involved content analysis of the company’s website, social media, press releases, and press articles related to the specific case. Key allegations against Boohoo included unethical working conditions, wages below the minimum rate, lack of worker protection during the pandemic, and falsifying product origins. These accusations led to a drop in share value, boycotts from customers and influencers, and the termination of partnerships.
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