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Jaswanth Jegan
Stealth • 5m
"H&M & Racism " Failed Marketing Strategy #5 In 2018 H&M’s sweatshirt was modeled by an African American boy with the imprinted words “Coolest Monkey in the Jungle.” To the millions that saw the image it was a “shocking admission that white companies still saw Black consumers as a degrading and ugly stereotype” Multiple factors contributed to fueling of the crisis. In the photo the child had a somber look on his face, hands in his pockets, and a stiff stance almost as if he were aware of the humiliation. H&M reacted by removing the sweatshirt from stores, apologized on all of their social media accounts, and apologized through statements to the media. Even with efforts to fix the issue the fallout was severe. Petitions were made for global boycotts of H&M, demonstrations were held around the world, stores were vandalized by protestors. The Weeknd vowed to never work with the retailer again and other celebrities like LeBron James, Diddy, and G-Eazy condemned the brand.
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