COM323e Crisis Management Tutor-Marked Assignment 1, Singapore

Question 1

In June 2023, Shein, the Chinese fast-fashion giant, invited a group of American influencers on an all-expenses-paid trip to its “innovation centre” in Guangzhou, China. The initiative aimed to counteract ongoing criticisms regarding the company’s labour practices and working conditions. However, the trip backfired, as the influencers’ positive portrayals of the facilities were perceived as inauthentic and staged, leading to widespread public scepticism and backlash.

Influencers shared content depicting clean and efficient factory environments, with workers appearing content. For instance, influencer Destene Sudduth (@itsdestene_) noted, “I expected this facility to just be so filled with people slaving away,” but was “pleasantly surprised” by the conditions observed.

These portrayals were met with swift criticism on social media platforms. Users accused the influencers of participating in a “propaganda” effort to whitewash Shein’s alleged labour issues. Comments highlighted the implausibility of such favourable conditions, suggesting that the tour was orchestrated to mislead. One Twitter user remarked, “Shein is sending the influencer girlies to China to some (PR) ‘innovation’ factory where it looks pristine and super clean and the workers are having fun while sewing.”

Critics also pointed out that the influencers lacked the expertise to assess factory working conditions accurately. Ayesha Barenblat, founder of Remake, emphasised that understanding the complexities of supply chains requires a discerning eye and expertise that the influencers did not possess.

In response to the backlash, Shein stated that the trip was part of its commitment to transparency, allowing influencers to share their authentic perspectives. The company noted, “Their social media videos and commentary are authentic, and we respect and stand by each influencer’s perspective and voice on their experience.”

This incident underscores the potential pitfalls of using influencer marketing to address serious allegations without ensuring genuine transparency.

Sources:

HuffPost. (2023, June). Shein influencers criticized for China factory trip. Retrieved from https://www.huffpost.com/entry/shein-influencers-china-factory-trip_n_649b575de4b08f8cfcea3bb5

Independent. (2023, June). Influencers face backlash for promoting Shein factory during PR trip in China. Retrieved from https://www.independent.co.uk/life-style/fashion/shein-factory-tour-influencers-tripb2364739.html

Refinery29.        (2023,    July).      Shein’s   influencer              trip         controversy           explained.             Retrieved               from https://www.refinery29.com/en-gb/2023/07/11449625/shein-influencer-trip-controversy-explained

TechCrunch. (2023, June). How Shein’s influencer trip to a Chinese factory backfired. Retrieved from https://techcrunch.com/2023/06/27/how-sheins-influencer-trip-to-a-chinese-factory-backfired/

(a  Identify the key stakeholders in Shein’s influencer trip initiative and analyse their priorities and concerns regarding the company’s labour practices and working conditions. In your answer, consider how these priorities might conflict and recommend how Shein could better align its communication efforts with stakeholder expectations as well as improve their social media crisis management.

(50 marks)

b) Following the backlash to the influencer trip, propose strategies Shein could implement to build goodwill with its stakeholders and insulate itself from future reputational damage. Consider long-term actions that address underlying issues rather than focusing solely on public relations tactics.

(40 marks)

Language, content organisation and APA referencing.

(10 marks)