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They also have made a system where “ any flagged items are now discussed in meetings that bring together various departments. To reduce this room for error “ there are now opportunities to flag garments at every stage of the process and make notes about particular sensitivities ranging from where it should (and shouldn’t) be sold to how it should be styled to who should be wearing it on the site” (Wang, 2019). Although they had a seven step system there was still large room for error.

The second lesson is about the system in which H&M uses for new clothing items.

H&M has also pledged that “by 2025, 100% of its employees can see visible diversity in those holding leadership positions, wherever they are” (Wang, 2019). To work to resolve this H&M has “decided that by 2025, 100% of their employees will feel that they have the same opportunity as the person sitting next to them,” that number will also be tracked by internal employee engagement surveys. For something so blatantly racist to have been created shows the lack of diversity and attention to the importance of diversity within the company.

The first lesson is about diversity within the company.

There are many things that could have been done differently and many lessons that could be learned. 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.Īlthough H&M made efforts to manage the crisis not only was it not enough but the biggest issue was that garment of clothing should not of ever been created.

We will thoroughly investigate why this happened to prevent this type of mistake from happening again” (Tan, 2018).Įven with efforts to fix the issue the fallout was severe. It is obvious that our routines have not been followed properly. Therefore, we have not only removed the image from our channels, but also the garment from our product offering. We are deeply sorry that the picture was taken, and we also regret the actual print. This was their statement: “We understand that many people are upset about the image. They also promoted a Annie Wu, a Taiwanese immigrant, to a new position as the global head of diversity and incusivity based in Stockholm. H&M reacted by removing the sweatshirt from stores, apologized on all of their social media accounts, and apologized through statements to the media.

These comments were met with vicous backlash, even being called a “traitor to her own community.” The child’s mother also made comments about the issue that also inadvertently fueled 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. Multiple factors contributed to fueling of the crisis.