Since its launch in 2006, Boohoo has been praised as the fashion retailer brand of the future, which sells the latest on-trend clothes directly and cheaply to shoppers and is also endorsed by a range of celebrities and social media influencers. However, in June/July 2020, it came to light that Boohoo has not only tolerated the poor working conditions and far-below minimum wages of its main suppliers in Leicester, but also that its 'fast fashion' business model of selling cheaply-produced and quickly-disposed clothing is also directly responsible for growing waste, pollution and other environmental damages. Critically examine how Boohoo's senior management has responded to this brand crisis versus how, in an ideal world, they should have responded to it. What does their response say about Boohoo's brand values and brand equity?