On connait tous H&M pour ses nouvelles collections, ses collaborations avec de grandes stars et ses scandales. En effet, on a l’impression que le bad buzz est un outil marketing privilégié de cette enseigne pour faire parler d’elle. Pour les novices, le bad buzz est le fait que l’on parle de vous ou de votre marque mais de manière péjorative. Pas le top pour faire marcher son biz’ !
Dernière polémique en date : la campagne de publicité H&M jugée raciste.
Alors oui, sur ce coup là, les types de la communication d’H&M n’ont pas été très fute-fute en pensant que cette campagne allait passer crème, surtout dans la société d’aujourd’hui où tout est sujet à polémique et dont l’information se diffuse très rapidement. Résultat : une publicité supprimée, des magasins vandalisés en Afrique du Sud et une image un peu plus détériorée.
La bonne nouvelle pour le principal intéressé est que P-Diddy lui a offert 1 million de dollars. Alors oui, c’est une action qui permet au rappeur de surfer sur cette polémique et d’améliorer son image mais ça a le mérite d’être relayé. Avec tout cet argent, il pourra s’acheter un petit studio sur Paris !
Après, il faut dire que H&M est assez coutumière du fait et ce n’est pas la seule. Zara aussi ne fait pas dans la dentelle ! Il y a quelques mois de cela, des ouvriers turcs ont laissé des mots sur des vêtements de la marque Zara dans une boutique d’Istanbul. Pourquoi ont-ils fait ça ? Tout simplement pour dénoncer leurs conditions de travail. En effet, ils veulent pointer du doigt le fait qu’ils n’ont pas été payés depuis des mois et veulent engendrer une prise de conscience chez les consommateurs.
On entend souvent des polémiques concernant les marques de prêt-à-porter mais l’impression générale est, qu’après un certain temps, il y aura toujours des gens qui consommeront ce type de produits et les marques ne sont impactées qu’à court terme.
Attention toutefois à ne pas se faire boycotter si les pratiques jugées limites par les consommateurs se multiplient, et qu’il n’y a pas de prise de conscience de la marque en question.
Pierre Rolo
Pour lire plus d’articles sur le marketing : https://gnitekram.fr
« Jugée raciste » ? Vraiment ? Oui c’est raciste tout court en fait !
Salut Anne,
Oui elle a bien été « jugée raciste » par les internautes car ils ont été offusqués de la mise en relation entre l’enfant « noir » et la description sur le sweat alors que pour la même collection, un enfant « blanc » avait un sweat où il était marqué « Expert en survie » avec un tigre comme illustration.
Voilà voilà 🙂
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