Business Case Studies & Business Publications

Vulcan Clothing Company

Wicks, Andrew C., ...

Case

Vulcan Clothing Company

Wicks, Andrew C.; Nolan, John; Mead, Jenny

E-0438 | Published April 14, 2020 | 3 pages Case

Collection: Darden School of Business

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As an advertising consultant for a New York-based clothing company, the protagonist in this case wants to respect and reflect religious diversity in both promotion and publicity. An actress wearing a hijab, the head cover many Muslim women wear in public, has been included in the company's upcoming global ad campaign, sparking concerns about how the campaign will be received in France. Taking into account the friction between political secularism and Islam that had manifested itself in France, with one prominent clothing retailer having withdrawn some advertising that depicted hijabs, the protagonist must decide how to advise the clothing company to proceed with its campaign.