Klädd i förtroende : En fallstudie av NA-KD´s krishantering

This study investigates how the fashion company NA-KD responded to a crisis situation that led to an attempted boycott. The main focus is on how the company’s image and trust were affected within the industry. The study also aims to review the company’s strategies to identify any shortcomings and areas for improvement in their crisis communications as part of their long-term brand strategy. The goal is to analyze how NA-KD strategically utilizes corporate apologia and ethos in its crisis management to restore its image and maintain trust. By examining how NA-KD addressed its image problem, we gain insights into their strategies during the corporate apologia. Analyzing how they communicate their ethos and brand trust provides a deeper understanding of how they want to be perceived by their target audience and how they position themselves in the market. The study's main purpose is to emphasize the importance of crisis management in protecting an organization’s reputation and credibility in today's fast paced digital world. In conclusion, a company's credibility with stakeholders is crucial, forming the cornerstone of its image and success. Losing trust risks undermining the entire operation, highlighting the need for corporate apologia and ethos in crisis communication.