As a follower of fashion news, you may be aware of Urban
Outfitters' bloodied Kent State University sweatshirt controversy. The following is a guest article on the subject from Kate Connors and Kipp Lanham from Media & Communications Strategies, Inc.
Urban Outfitters is no stranger to brand controversy. In
fact, some of their promotional language suggests they aim to be edgy and
controversial. Yet how much is too much? In these times of heightened
sensitivity to gun violence in any school or mall setting, Urban Outfitters
might want to reconsider this type of business approach with its Kent State
vintage sweatshirt.
Recently, the brand marketed this vintage-era shirt, due
to the discoloration and splatters of red on the shirt, which seemed very
reminiscent of blood. Immediately after its release, critics took to social
media; outraged the shirt was reminiscent of the 1970 Kent State Massacre on the
university’s campus that left four dead, nine injured and thousands of people
across the United States outraged.
Where do you draw the line? Our team looked at some of the
things Urban Outfitters’ company leaders did correctly and some things that
could have used a vast improvement.
After the outpouring of criticism from its customer base,
Urban Outfitters did remove the item immediately for sale and issued an apology
featured in
TIME:
“Urban Outfitters would like
to extend our sincerest apologies to Kent State University and the Kent State
community. We are deeply saddened by the recent uproar our Vintage Kent State
sweatshirt has caused. Though it was never our intention to offend anyone, we
understand how the item could have been perceived negatively… To promote such an
event is disgraceful, insensitive and in poor taste…The discoloration that has
been mistaken for blood is from natural fading and sun exposure. With all of
that said, this truth does not excuse us from our failure to identify potential
controversial products head on.”
But is this apology really genuine? It is hard for many
consumers to believe Urban Outfitter company officials are truly feeling sorry
when they are notorious for pushing boundaries. Their “Eat Less” t-shirt release
caused celebrities like
Sophia Bush to attack them for encouraging men and women to embrace “thinspiration” and
other pro-eating disorder actions. Urban Outfitters targets 18-30 year
olds, which for many individuals is a transitional life phase during which
one feels immense pressure. The eating disorder risk heightens during this
period, so creating a shirt encouraging these young adults to eat less really
doesn’t help quell the self-image problems people face during this life period.
This isn’t the first time a brand has upset customers with
a product, and Urban Outfitters certainly could have spent a little more time
researching what other companies have done in this instance, if not at least
know its US history.
Here are just a few ideas of how Urban Outfitters could
have handled this situation more appropriately:
1)
Publically Reach out to the Kent State University (KSU)
Administration –
Every year since the tragic 1970 shootings, KSU alumni and students hold
memorials to honor the lives lost on that day. Urban Outfitters could have
expressed its apologies to those directly involved.
2)
Make a public donation to a Kent State charity – Public
donations are important for increasing brand awareness and giving a face to the
causes an organization supports. For example, ‘Kent May 4 Center’ is a non-profit
educational charity that has made it their mission to educate the public about
what happened on May 4, 1970 and to memorialize the victims of this tragedy. One
of its initiatives has been to create memorial scholarships for the Kent State
students. Sponsoring a scholarship would be a great way for Urban Outfitters to
show its support for the victims and their families.
3)
Support anti-gun violence campaigns in schools: With an
increase in school shootings, more companies are taking a stand against gun
violence in schools. Urban Outfitters should consider taking a public stance
against gun violence and doing a shirt that reflects such. Turning a negative
product into a positive one is a great way to rebrand your company after a
crisis.
I know some individuals are going to argue, “any press is
good press.” In our business at Media & Communications Strategies,
that isn’t the case. The best thing you can do in this situation is offer an
apology but then take action to make amends for what you did as a corporation.
This will help to restore faith in your brand, and stress the apology was
sincere and genuine. Companies such as Urban Outfitters need to have sensitivity
to the culture and times in which they live and operate. Who wears the clothes?
Where will they be seen wearing the clothes? Will it create any concerns among
the community? If these questions are asked, a crisis such as this could have
been averted. It can be easy to look back and point fingers, but companies can
do better to not act tone deaf to current events and history happening around
them for the sake of an image that can quickly turn offensive without doing
simple homework and planning.
By Kate Connors and Kipp Lanham, Senior Account Team Members at Media & Communications Strategies.
By Kate Connors and Kipp Lanham, Senior Account Team Members at Media & Communications Strategies.
About Media & Communications Strategies,
Inc:
Media & Communications Strategies, Inc. handles all
kinds of critical public relations for US and international clients out of our
Washington, D.C. office. We are a founding member of the Public Relations
Boutiques International network for constant, far-reaching support. High profile
crisis communications is one niche talent, reputation management in all kinds of
media is our core expertise and client satisfaction is our
specialty.
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