Kokho Jason Sit
Kokho Jason Sit
Total 1 Post
  • Portsmouth, UK.
Senior lecturer in Marketing; Associate Head (Global), University of Portsmouth.

The collapse of The Body Shop shows that β€˜ethical’ branding is not a free pass to commercial success

4 min read
The Body Shop, a UK high street icon for nearly 50 years, faces closure as its British arm enters administration. Its ethical branding didn’t evolve with market changes, contributing to its decline.
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