Global fashion retailers’ responses to external and internal crises during the COVID-19 pandemic

Abstract During the COVID-19 pandemic crisis, media reported different kinds of issues that global fashion retailers face. They had to unexpectedly dismiss garment workers and employees internally, while they perform CSR practices for their suffering communities externally. The purpose this study is investigate how responded these external internal crises during through a case study. Based on corporate social responsibility (CSR) contribution types Situational Crisis Communication Theory (SCCT), various secondary sources which are related three selected retailers’ (Zara, H&M, Uniqlo) responses analyzed. findings indicate showed some approaches in pandemic. Externally, all them practiced by providing monetary in-kind contributions society. However, toward factory employees, denied or diminished problems been raised, attempted make deal with parties who affected. results propose an agenda discuss responsibilities pandemic, as well inform leading have crises.