Belmont University Research Symposium (BURS)

Publication Date

Fall 12-12-2023

College

Liberal Arts and Social Sciences, College of

Department

Public Relations, Department of

BURS Faculty Advisor

Dr. Kleinmann

Presentation Type

Oral Presentation

Abstract

This case examines Shein's controversial brand trip, which offers a complex narrative involving the intersection of public relations tactics, influencer marketing, and corporate ethics. Shein's reputation has been harmed by allegations of labor violations and unethical practices. In an attempt to improve their image, Shein created a brand trip for American fashion influencers to tour its Chinese factories. However, the influencers' glowing reviews sparked backlash as they failed to address Shein's history of exploitation and were claimed to be full of propaganda. This paper examines the aftermath of the brand trip, examining Shein's response as well as the backlash’s impact on both the influencers and the company's reputation. Through the lens of public relations, this case explores the failures in Shein's crisis communication and management strategy, highlighting the importance of ethical communication and transparency. The case study also highlights the evolving age of influencers and the role of social media platforms like TikTok in shaping a company’s reputation through public opinion. Key lessons for public relations professionals include the need for a deeper understanding of shifting consumer values, careful management of influencer partnerships, and the ethical implications of communication strategies. In conclusion, Shein's missteps serve as a cautionary tale for brands navigating online reputation management and stakeholder relations in the digital age.

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