Gestão de crise na indústria de retalho de luxo

: estudo de caso Balenciaga

Abstract

This study analyzes crisis management in the luxury retail industry, focusing on the Balenciaga controversy in 2022. The controversy involved elements considered inappropriate, which resulted in negative public repercussions and a breach of trust between different consumer groups. With a quantitative methodological approach, the study collected data through questionnaire surveys applied to regular, occasional and non-consumers of the brand. The results indicate that regular consumers criticized the lack of responsibility in the brand's initial statements, while occasional consumers showed greater flexibility, acknowledging corrective actions to a certain extent. Non-consumers, in turn, reinforced pre-existing negative perceptions. In addition, social media played a central role in spreading the crisis, shaping public perceptions and intensifying the impact globally. This paper relates the data obtained to theories on crisis communication, branding and crisis management in the luxury retail industry. It concludes that Balenciaga failed to meet consumers' expectations of ethics and transparency, highlighting the need for more robust strategies to preserve the brand's image and public trust.

Date of Award	10 Feb 2025
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	João Simão (Supervisor)