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Product cover image for Nuuly: Crisis Comms and a Sh*tstorm on the NYC Subway

Nuuly: Crisis Comms and a Sh*tstorm on the NYC Subway

Sheri Lambert

Product #:W43977
Supplier:Ivey/Temple
Discipline:Communications, Marketing
Setting:United States, 2024
Details:Case (PDF) • 8 pages • 2025-05-02

Subjects:

Crisis managementPublic relationsSocial mediaOrganizational cultureSales and marketingOrganizational behaviorMarketing

Industries:

Goods, trade, and consumer services

Geography:

United StatesNorth America
Your Price:$10.54

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This case explores the critical challenges faced by URBN SR LLC (Nuuly), a clothing rental company based in Philadelphia, Pennsylvania, in December 2024, when a customer publicly shared a mishap she experienced while wearing rented Nuuly jeans on the New York City subway. The resulting backlash highlighted the importance of effective crisis management, strategic communications, and customer trust recovery in the face of reputational risk. The case provides an opportunity to examine how businesses can respond to unexpected crises through rapid decision-making; cross-functional collaboration; and clear, empathetic messaging. Students will analyze how to craft a crisis response plan, regain consumer confidence, and implement proactive measures to mitigate future risks, particularly in industries reliant on rented goods.

Learning Objectives

This case is intended for students at an undergraduate or graduate level. It is best used as part of a business communications, marketing, or public relations (PR) course. The case is focused on analysis, critical thinking, and practical application of key concepts related to crisis management and strategic communications. The case also explores topics such as proactive and reactive PR management. After working through the case and answering the assignment questions, students will be able to do the following:
  • Understand how to assess and respond to a brand crisis in a timely and effective manner to minimize reputational damage.
  • Learn how to craft a clear, empathetic, and authentic message to address public concerns and mitigate negative press.
  • Explore the importance of coordinating with internal teams, such as marketing, communications, and customer service, to develop a cohesive crisis response plan.
  • Examine strategies for regaining customer trust and loyalty after a negative incident, including compensation, transparency, and public accountability.
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Case Study: Nuuly: Crisis Comms and a Sh*tstorm on the NYC Subway (English version) | Ivey Publishing