CLASSIFICATION OF ETHNIC CRISES IN FASHION INDUSTRY

Abstract

The article presents an analysis of the main theoretical and methodological approaches to the study of the problem of reputational crises through crisis communications. A systematic approach, its capabilities and an attempt to classify ethical crises for subsequent use in overcoming the company’s reputation crisis are considered. Trends of intercultural innovative development are blurring the boundaries between individuals. This process changes the form of communication from “top-down” to dialog communication, which takes place “on equal terms”. Such changes significantly affect lives of companies that are forced to be particularly attentive and responsible about their activities. The established system of ethical principles does not stand up to criticism in the context of global changes that have occurred in the media environment. Acceleration of globalization processes in the world community, in which the media space becomes transparent and open. In such conditions, any rash statement or statement is replicated and can turn into a crisis for the company. For the fashion industry, it is necessary to form a classification of ethical crises and ways to effectively resolve them in the media space. The scientific research is conditioned by the presentation of the author’s classification of ethical crises characteristic of the fashion industry. Based on the situational theory of crisis communications, the author’s model of crisis response in various types of ethical crises in the fashion industry has been developed.