They say you should always be careful what you share online, you never know when something could come back and ruin your life. Unfortunately, businesses are susceptible to the same scrutiny as regular Internet users, which means they need to be careful when posting or sharing anything online – a lesson H&M have now learnt!
In January 2018, H&M launched their new range of children’s clothing for this year. However, the Swedish clothing giant’s collection sparked outrage on social media when a black child appeared on the site wearing a hoodie which read ‘Coolest Monkey in The Jungle.’ While seemingly innocent, when considering model Liam Mango’s race, the hoodie brings to mind an ugly and outdated racial slur.
Soon enough, the image was shared across social media with celebrities including famous basketball player LeBron James and rapper Diddy commenting on how disappointed they were.
Yet social media shame wasn’t the only consequences H&M had to deal with. The Weeknd and G-Eazy publically terminated their relationship and collaborations with the company. There were also riots breaking out in stores across South Africa, causing all of the stores to temporarily close in that area.
So how did H&M react to the whole debacle? The retailer quickly removed the webpage from their site before taking the garment off their inventory and offering an apology. However, as a result of the brand’s sloppiness, H&M have since hired a Diversity Manager to prevent this mistake happening again.
Don’t let your kids clothing brand make the same mistake! If you’re in need of a trusted and results-driven public relations and marketing team, why not get in touch with VerriBerri – experts in children brand PR and marketing for kids brands!
The Content Marketing and Social Media team at VerriBerri Marketing and PR Agency – Essex have an extensive knowledge of social platforms and experience creating/posting content. We make sure all ethical considerations are taken before publishing content on behalf of your brand.