BHV's Association with Shein
The decision of BHV to associate with Shein has muddled its own narrative.
According to communications specialists Céline Chanvin and Anne Zuccarelli, managing directors at the Vianova agency, this move could have major economic consequences for the Parisian department store.
This decision comes at a time when public opinion has become a global strategic issue for companies.
Authors: Céline Chanvin and Anne Zuccarelli summarize that association with Shein impacted BHV's narrative.
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