Boohoo’s Brand Crisis
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Boohoo’s senior management seeks to respond to its brand’s crisis associated with the
management’s failure to improve working conditions in its supply chain. That follows Carol
Kane’s saw off an attempt to challenge her re-election to the board about the same issue.
Following that, more than 12% of Boohoo shareholders did not back Carol’s re-election. That
was after an advisory group of investors had reported concerns over the board’s poor handling of
issues in the supply chain. On the same note, Boohoo’s remuneration report, which included 15
significant managers who would share a £150m bonus faced a rebuke due to its failure to get the
29% backing of shareholders at the Company’s AGM (New, 2021 pg10). This paper addresses
how the senior management of Boohoo responded to this crisis against how they were supposed
to react ideally. Also, the piece tells what the management’s response says about Boohoo’s brand
values and brand equity.
