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

中文翻译：

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全球时尚零售商在 COVID-19 大流行期间对外部和内部危机的反应

在 COVID-19 大流行危机期间，媒体报道了全球时尚零售商面临的各种问题。他们不得不在内部出人意料地解雇制衣工人和员工，而他们不得不在外部为受苦受难的社区执行 CSR 实践。本研究的目的是通过案例研究，调查全球时尚零售商在大流行期间如何应对这些外部和内部危机。基于企业社会责任 (CSR) 贡献类型和情境危机传播理论 (SCCT)，与选定的三个全球时尚零售商（Zara、H&M 和优衣库）在大流行期间应对外部和内部危机的各种二次来源相关进行了分析。调查结果表明，全球时尚零售商在大流行期间应对外部和内部危机的方法有所不同。对外，他们都通过向社会提供金钱和实物捐助来践行企业社会责任。然而，对于涉及工厂工人和员工的内部问题，他们中的一些人否认或减少了所提出的问题，而他们都试图与受影响的各方达成协议。这项研究的结果提出了一个议程，以讨论全球时尚零售商在大流行期间的责任，并告知时尚零售商领先的零售商如何应对危机。然而，对于涉及工厂工人和员工的内部问题，他们中的一些人否认或减少了所提出的问题，而他们都试图与受影响的各方达成协议。这项研究的结果提出了一个议程，以讨论全球时尚零售商在大流行期间的责任，并告知时尚零售商领先的零售商如何应对危机。然而，对于涉及工厂工人和员工的内部问题，他们中的一些人否认或淡化了所提出的问题，而他们都试图与受影响的各方达成协议。这项研究的结果提出了一个议程，以讨论全球时尚零售商在大流行期间的责任，并告知时尚零售商领先的零售商如何应对危机。