Zara 2011: uma análise do ponto de vista da gestão e comunicação de crise

Abstract

This study analyzes the case of Zara, a company that operates in the garment industry. In 2011, work situations similar to slavery were found in its production line, which attracted attention from the media and government oversight agencies. There was, therefore, a crisis, which until 2018 had not yet ended. The objective of the work is to verify if the continuity of the crisis is due to the failure of the communication. The corpus is constituted of reports and judicial processes suffered by the company and the analysis will be based on the authors of the area of Management and Communication of Crisis, in particular Fearn-Banks and Coombs. The study concluded that the denial strategy and communication failures resulted in the continuation of the crisis.