Yesterday, H&M apologized for their using a racist
analogy in the marketing of one of their apparels in the UK. Beyond what is
obviously damage control, how much of that should be taken or accepted when the
real question is yet to be answered.
How does a company of their international appeal and
ambition make such a costly mistake in the first place?
H&M rightly caused outright outrage when the news that
their UK website carries a young black boy wearing a hoodie with the caption: “Coolest
Monkey in the Jungle” surfaced on the internet.
One of the first to bring it to the world’s view was New
York Times Columnist Charles M. Blow, who asked: “@hm, have you lost your
damned minds?” on twitter.
The company was quick to offer an apology: “We sincerely
apologize for offending people with this image of a printed hooded top. The
image has been removed from all online channels and the products will not be
for sale in the United States.”
Yet a lot of questions remained unanswered, like: How and
who in the company accented to the use of the image, or the cultural
integration in the company. Accepted, the company is a Swedish one, and they
have a different history when it comes to race, compared to the UK or the US,
but still, why use a black boy for the ad?
The racist analogy inherent in the image has provoked Weeknd
– who has collaborated with the company to speak out. He tweeted his shock and
embarrassment and has promised not to work with the company again.
Whether it was a mistake or not, Global Brands can no longer
afford to make mistakes. And when they do, they should not expect to go scot
free after a tame apology – they should expect repercussions.
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