SECTION A

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Read the case study carefully and answer ALL the questions in this section.

Protecting the Company Image through Observable Artefacts

Case Background

ElegantWear Inc. is a well$-$known fashion retailer that has recently experienced rapid growth, expanding into international markets. However, the company has faced challenges with inconsistent brand image across its locations, affecting both customer perception and employee engagement. Although ElegantWear promotes itself as a forwardthinking, inclusive, and creative brand, its brand image has started to suffer due to observable artefacts that don't always align with this message.

Recently, several customer complaints surfaced online, questioning the company's commitment to its values of inclusivity and creativity. Complaints included employee appearance, store layout inconsistencies, and a lack of enthusiasm in customer interactions, which led some customers to feel disconnected from the ElegantWear experience.

QUESTION $1$

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$1\mathrm{.}1$ ElegantWear's stores are known for their unique, high$-$end aesthetic. However, some stores have implemented different layouts, and staff in new locations have not yet received uniforms due to supply chain delays. Customers have expressed disappointment, feeling that these stores lack the elegance associated with the brand.

Discuss how observable artefacts influence customer perception and reinforce ElegantWear's image.

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Explain a role that employees can play in upholding this image, especially when there are gaps in physical artefacts.

$1\mathrm{.}2$ The company encourages employees to use creative language that reflects the brand's fashion$-$forward identity. Yet, due to high turnover, many new employees are unfamiliar with ElegantWear's unique jargon and company stories that emphasize innovation and inclusivity. As a result, customer interactions sometimes feel inconsistent with the brand's desired image.

Discuss how knowledge and information sharing in the workplace reinforce company culture and customer expectations. Explain how employees can contribute to strengthening this aspect of company culture.

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$1\mathrm{.}3$ At ElegantWear, it is a tradition for each store to hold a "fashion preview" every week, where employees showcase new products and discuss upcoming trends with customers. However, not all locations have maintained this habit, which has led some loyal customers to feel that the brand experience is inconsistent.

Identify how events can contribute to a cohesive company culture and public image and the role that

$(10$ Marks$)$ employees can play to ensure that these events positively reflect the brand, even when there are logistical challenges.