Zara Draws More Heat After Apology For Advert Resembling Scenes From Gaza

Zara's recent attempt to apologize backfired spectacularly, with netizens expressing dissatisfaction and vowing to boycott the fashion retailer.

To quell the storm of criticism, the brand issued an apology for its recent ad campaign, which drew severe backlash for its uncanny resemblance to images from the Israel-Gaza conflict. However, the apology further fueled the controversy, leaving the clothing brand facing renewed criticism. 

Zara responded to public criticism by issuing a statement and removing controversial images from its campaign, which drew parallels to scenes from the Gaza-Israel conflict. The brand responded to the public's concerns in the statement, acknowledging the campaign's controversy. 

"The campaign, that was conceived in July and photographed in September, presents a series of images of unfinished sculptures in a sculptor's studio and was created with the sole purpose of showcasing craft-made garments in an artistic context," Zara explained.

However, the retail clothing chain acknowledged that the interpretation of the images had veered far from their original intent, leading to offense among some customers. The statement read:

"Unfortunately, some customers felt offended by these images, which have now been removed, and saw in them something far from what was intended when they were created."

Expressing regret over the "misunderstanding," Zara sought to reaffirm its "deep respect towards everyone." The sentiment among netizens was largely unfavorable, with comments expressing disappointment and disbelief and calls for a boycott. One user stated, "When you break glass, you can never repair it. BOYCOTT ZARA!" 

Others echoed the sentiment, bidding farewell to the brand with statements like, "That's it? Really? LOL BYE BYE Zara forever," and "Just here to enjoy Zara's end." One critic stated emphatically, "Apologies not accepted. We stand with humanity, and even 'if it wasn't intended' why would you photoshoot a dead body theme ?" 

Another commenter wished the company had remained silent instead of issuing a statement perceived as "disgusting and disrespectful." They also mentioned their intention to "keep boycotting forever, and we stand with Palestine." 

Earlier in the controversy, pro-Palestine activists called for a boycott of Zara, prompting the removal of the contentious advertising campaign from the front page of the company's website. 

According to Al-Jazeera, Inditex, Zara's parent company, attributed the change to a routine content refresh and emphasized that the photos were taken in September, preceding the current conflict between Hamas and Israel.

The ad campaign showcased mannequins with missing limbs and statues draped in a white shroud. Activists argued that the images bore an unsettling resemblance to scenes from Israel's Gaza assault, highlighting the significant loss of life and injuries sustained by Palestinians.

Amidst recent controversies surrounding its advertising practices, Zara's owner, Inditex, reported a notable slowdown in sales growth, raising concerns about the increasing lack of consumer spending in the fashion sector. 

They disclosed that sales for the three months ending in October rose by 6.6 percent to over $9 billion, falling slightly below analyst expectations. It also declined from the robust growth rates exceeding 10 percent observed in the previous two years.

Analysts also pointed to consumer uncertainty and unusual weather patterns in southern Europe contributing to Inditex's sales challenges. The warm weather in the region meant a slower shift towards winter purchases, impacting sales growth.

However, a positive trading update indicated a 14 percent increase in in-store and online sales between November 1 and December 11, 2023, which included the crucial Black Friday period. 

While sales seemed shaky, earnings remained steady, with a 17 percent quarterly profit rise before tax to under $2 billion. Inditex, which oversees brands such as Massimo Dutti and Pull & Bear, deemed its sales performance in the initial nine months of the financial year as "very satisfactory."

The company also conveyed optimism, anticipating a 75 basis points increase in profit margin for 2023. Óscar García Maceiras, CEO of Inditex, highlighted "significant opportunities for selective growth" in the United States, now its second-largest market by sales. 

This shift followed the company's exit from Russia after the invasion of Ukraine. Operating in over 90 countries, with Spain as its largest market, Inditex sees potential in the US market despite broader economic uncertainties.