In the fashion field, the reputation-related crises are the most common, where some-times economic-related crises can also be involved. As Sábada et al. [7: 10] assure: “Infashion, reputation is a business, an asset as long as it is good. This means that brandsthat have favorable reputation have more loyal customers that are more dedicated andthat buy a broader range of products”. In general terms, reputation is how an organiza-tion is perceived by its public and is a crucial resource worthy of protection and concernduring a crisis [8]. Since the late 90 s, an organization’s reputation is recognized as avaluable asset [9–11]. If we focus on the crises in the fashion sector, the greater oneshave originated from social causes: child exploitation in the case of Nike, the collapseof a factory in Bangladesh or the scandal from the factory in Turkey that had not paidits employees [12], all of which have negatively affected the reputation of brands.Decades ago, traditional crises had other parameters and, since the rise of digitaltechnologies and social media, their pace, scope and impact have multiplied [13], whichmeans that they can quickly go viral.