La Maison Simons: The Bra Backlash
商品編號：9B20C008
出版日期：2020/04/03
再版日期：2022/12/20
商品來源：
商品主題：Entrepreneurship; Organizational Behaviour/Leadership; Sustainability
商品類型：Case (Pub Mat)
涵蓋議題：leadership;crisis management;character;communication;values;diversity
難易度：4 - Undergraduate/MBA
內容長度：8 頁
地域：Canada
產業：Retail Trade
事件年度：2018
La Maison Simons was a successful 178-year-old, family-run fashion retailer with 15 locations across Canada and over CA$500 million in sales in 2018. On September 6, 2018, the president and chief executive officer (CEO), supported and approved the launch of a new marketing campaign featuring brassieres named after historic Canadian women. One of those women was the former chief justice of the Supreme Court of Canada, Beverley McLachlin. Within hours of the launch of the marketing campaign, La Maison Simons’s social media feed erupted with comments from angry users who viewed the campaign as objectifying and sexualizing iconic Canadian women. McLachlin was also upset, the company having named one of the bras after her with her permission. Following a phone conversation with McLachlin, the CEO issued a formal apology and destroyed all materials related to the campaign. At McLachlin’s request, the company also became involved with fundraising for a women’s shelter. The CEO, who was embarrassed by the marketing campaign and quickly took responsibility for his mistake, was concerned that he had tarnished the company’s brand. Had he done enough to redeem it? What more could he do in the short and long term to improve the company’s reputation? What had he learned from this disastrous marketing campaign?
教學手冊：La Maison Simons: The Bra Backlash - Teaching Note
補充材料：