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Introduction..
is an abbreviation for Hennes & Mauritz
Introduction
is a Swedish company known for its fast-fashion clothing for men, women, teenagers and children. H&M operate in 62 countries with over 4,500 stores.
For the first time, H&M opened in South Africa In 2015
After Three years, in 2018
Problem
H&M in South Africa
The beginning of the crisis
- The crisis began when H & M was introduced an image in its online store that Peoples said was racist.
- The image touched off an uproar on social media , demonstrators representing South Africa’s second-largest opposition party, gathered at H&M locations across the country.
The beginning of the crisis
- The image showed a black child modeling a hooded sweatshirt that said “coolest monkey in the jungle.” Two other sweatshirts that were also jungle-themed but did not mention monkeys were modeled by white children.
- H&M said in an emailed statement" Out of concern for the safety of our employees and customers we have temporarily closed all stores in the area"
- And then issued a public statement, the statement said “None of our staff or customers have been injured. We continue to monitor the situation closely and will open the stores as soon as the situation is safe again. We strongly believe that racism and bias in any shape or form, deliberate or accidental, are simply unacceptable. We stress that our wonderful store staff had nothing to do with our poorly judged product and image.”
Actions taken by H&M in the crisis
But the company has not yet apologized
Actions taken by H&M in the crisis..
The anger and vandalism continued by opponents, The crisis quickly spread to social media and most people are still angry
Three days later, he issued another statement in which he said ...
The company finally apologized on Twitter and said..
Finally in the last statement, H&M said it agreed with those who were “upset about the image. We are deeply sorry that the picture was taken, and we also regret the actual print, Therefore, we have not only removed the image from our channels, but also the garment from our product offering globally.”
Conclusion
Conclusion
After H&M confirmed that the incident was unintentional but at the same time it was demonstrating its responsibility as a global brand.
Since H & M closed all its stores in South Africa, of course it lost a lot of revenue but the big loss was the loss of customer loyalty in South Africa.
On the other hand, the mother of the child who appeared in the ad refused to consider the ad offensive or racist.
H&M has been reopened in South Africa
Done by group 5..
Areej Saeed
Noor Abed Alansari
Kholood Qasim
Fatima Balubaid
Ola Abdulrahman
Sabah Farooqi
Thank you