Name:

Adam Iskandar Bin Azahar

ID Number: Am2007006919

Lecturer Name: Lab group / Tutorial group / Tutor (if

Dr. Muhamad Shamsul Bin Ibrahim applicable):
SECTION 2
Course Name and Course Code: Crisis Submission Date:
Management and Communication/ HCC 2143 27/8/2021

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1
Oh Polly Crisis

If you are into fashion, I’m sure you have heard of Oh Polly. Oh Polly is an international fashion brand

company. Based on United Kingdom Oh Polly has over 300 employees worldwide and in 2019 Oh Polly was

ranked as the 5th most engaged United Kingdom clothing retail social media brand. (1) And because of this Oh

Polly has a big reputation to maintain, this is because they are known worldwide among fashion lovers.

However, in 2020 Oh Polly has been hit by a crisis that has tarnished the reputation of their organization

It all started when Oh Polly has launched a giveaway contest for frontline staff in April 2020 and the winner will

receive a care package and a free outfit to wear on their virtual cocktail party. The winner for this giveaway

contest is Lara Harper a nurse from Glasgow (2) and she should receive her care package and a free outfit to

wear on Oh Polly’s virtual cocktail party. But the problem here is Lara Harper find out that her twelve-hour shift

clashed with the virtual party and that as a result, she could not claim her prize. This has sparked public outrage

on social media.

So, the identified crisis that has been hit by Oh Polly here is a Social Media Crisis, Social Media Crisis is

a bad thing could negatively impact your business's reputation and reception through social media (3) as

example if you have made an offensive statement or a negative act that negatively impact your organization’s

reputation on social media and it spark a public outrage it can tarnish your organization’s reputation. There are a

few examples of Social Media Crisis around the world, the first example is The Gucci Sweater with questionable

design the people at Gucci are no strangers to feeling the heat any time a design doesn’t turn out as intended. A

textbook example of this is the so-called ‘blackface’ design of a black sweater. Mind that the drama did not start

following the launch of the item; rather, it came months later. Nevertheless, it was quite severe. In fact, people

posted across every social media channel to share their thoughts. And it’s not good for business. Gucci was

quick to act in response. To prevent their brand from taking any further damage, they proceeded to remove the

sweater from the store shelves, followed by an apology posted on their official Twitter account. In it, they

marked the event as a “powerful learning moment”. In the eyes of their customers, this came across as an act of

respect and humility. (4)

 There are three characteristics of this crisis, the first one is this crisis is unpredictable. Besides that, this

crisis also has tarnished Oh Polly’s image and reputation because the winner of their giveaway contest, Lara

Harper has posted a screenshot of her conversation with Oh Polly’s media team members on Twitter and this has

tarnished Oh Polly’s image and reputation because they received a lot of criticism on social media. Other than

that, this crisis also attracted media’s attention and it made the situation getting worst for Oh Polly because there

are a lot of international media that write article about this thing. However, regarding this matter Oh Polly’s

reaction is they apologize for this thing and they make sure that Lara gets her care package and free outfit that

has been promised by them.

As conclusion, an organization need to know how to handle this type of crisis and they need to treat their

consumers well. This is because things like this can tarnish their organization’s image and reputation and make

their consumers lost faith in them.

References

(1). https://www.ohpolly.com/about-us

(2). https://www.dailymail.co.uk/femail/article-8248729/Nurse-won-giveaway-contest-refused-prize-working-

12-hour-shift.html

(3).https://www.google.com/search?q=social+media+crisis&rlz=1C1CHBD_enMY908MY908&sxsrf=AOaemv

IpVF3QxqpFxwBlvbWFYqHSjiPLMg%3A1630077349522&ei=pQEpYbCTH_3H4-

EPtYCugAk&oq=social&gs_lcp=Cgdnd3Mtd2l6EAMYADIECCMQJzIECAAQQzIECAAQQzIHCAAQsQM

QQzIECAAQQzIECC4QQzIKCAAQsQMQgwEQQzIECAAQQzIHCAAQsQMQQzIECAAQQzoHCAAQRx

CwAzoOCAAQsAMQigMQtwMQ5QJKBAhBGABQo-

IxWNroMWC87zFoA3ACeACAAVeIAdcDkgEBNpgBAKABAcgBCsABAQ&sclient=gws-wiz

(4). https://prconsultancy.org/3-great-examples-of-crisis-management-on-social-media/