Crisis events can occur in any area of economic activity, and the fashion industry is no exception. Overcoming such situations requires the development of an anti-crisis management system within an enterprise. This article focuses on the specifics of crisis management in the fashion industry. It first defines that all crises occurring in the fashion industry can be divided into those related to productivity (i.e., those caused by problems with manufactured products) and those related to the brand and its perception. It then identifies two types of crisis management strategies that can be used by fashion industry participants: proactive strategies, which focus on preventing crises through preventative measures, and reactive strategies, in which a company responds to an already-onset crisis.
crisis, anti-crisis management, anti-crisis strategy, proactive strategy, reactive strategy, fashion industry
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