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#Boycott Marchesa

其他書名	Rebuilding Brand Image in the #Metoo Era
出版	Bloomsbury Publishing, 2019
URL	http://books.google.com.hk/books?id=FbgazAEACAAJ&hl=&source=gbs_api

註釋"Marchesa is a womenswear brand that was founded in 2004 by Georgina Chapman and Keren Craig; the brand's initial success was driven by its seeming popularity among A-list Hollywood celebrities who wore Marchesa gowns on the red carpet at award ceremonies and at other high-profile events. These celebrity endorsements provided a halo effect for ready-to-wear brand Marchesa Notte, which was sold in retailers such as Neiman Marcus. This case examines the challenges for Marchesa post the #MeToo movement, which was triggered by the explosive allegations against movie mogul Harvey Weinstein. The Marchesa brand became linked with Weinstein after co-founder Georgina Chapman became romantically attached to the subsequently disgraced movie producer. In October 2017, allegations against Weinstein of widespread and sustained sexual abuse against actresses triggered the #MeToo and #TimesUp movements which focused on ending sexual harassment against women. Despite boycotts of Marchesa by some A-list celebrities, Marchesa's team was to remain silent; by January 2018, although the brand retained some supporters, few celebrities attending the 75th Golden Globes Awards were seen wearing Marchesa gowns. This case focuses on the brand's subsequent challenges following the emergence of the #MeToo movement. It presents students with a paradox of a brand founded by women facing a backlash from a feminist inspired movement and seeks to examine how a brand's equity can be returned following a significant crisis."--Bloomsbury Publishing.