H&M causes a storm after SA launch
A South African blogger asked why H&M’s marketing campaign did not adequately reflect the South African demographic after attending their store opening, their response sent Twitter into a tizz.
Newly launched Hennes & Mauritz (H&M) found themselves in hot water after responding to a social media post on their demographic representation in a questionable manner. Companies have set Twitter alight for better reasons, such as the Twar between South African favourites Nandos and Spur.
The clothing chain had launched their shops in Cape Town in October and Johannesburg this week with the who’s who of the South African social scene in attendance.
Tlanane Letlhaku, who visited the Cape Town store, raised the question of demographic representation of their marketing, suggesting it was not entirely reflective of the South Africans.
@Tlaly_Branch H&M’s marketing has a major impact and it is essential for us to convey a positive image. 1/4
— hmsouthafrica (@hmsouthafrica) November 2, 2015
H & M, in an attempt to skirt around the issue, responded by saying that they aimed to portray a “positive image”.
Others cottoned on to the interaction and also threw their voices into the foray, asking for clarification on the comments made on behalf of the clothing giant.
@Gabzee_M @hmsouthafrica is basically saying Black people are not Good enough for their brand cos black doesn't convey positive vibes. wow!
— Makoti🤍 (@kamo_magnate) November 5, 2015
H&M went on to list all the models of colour they had worked with, and continued to issue an apology after stating that they worked with different ethnicities on their campaigns.
Examples of models include: Naomi Campbell, Alek Wek, Kendall Jenner,Vladimir McCrary, Imaan Hammam,Liu Wen,Salma Hayek, to list a few. 4/6
— hmsouthafrica (@hmsouthafrica) November 5, 2015
H&M regrets the response to a social media message that was recently aired and wishes to clarify the intention. pic.twitter.com/IybEBotudU
— hmsouthafrica (@hmsouthafrica) November 5, 2015
The apology was issued days before the Sandton store opening, and the Twitter police were not appeased.
@hmsouthafrica Based on the question that was asked and your initial response, where is the clarification in this statement?
— Kgomotso (@kgomotso_mos) November 5, 2015
@kgomotso_mos @hmsouthafrica this is indeed not a clarification but a "shut up apology message"
— Mtembu Odwa Ntsika (@ONM_RSA) November 5, 2015
