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Kokho Jason Sit

Senior lecturer in Marketing; Associate Head (Global), University of Portsmouth.

Portsmouth, UK.

UK Economy

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

— 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.

By Kokho Jason Sit

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