Controversy for the sake of controversy just isn’t cool anymore.
Clothing retailer H&M’s feeble apology for featuring black child modeling a sweatshirt with the slogan “coolest monkey in the jungle” smacks of premeditated regret. They must have anticipated the kind of reaction that they got because clothing retailers plan their ranges a season in advance; with buy-in from designers, buyers, planners, merchandisers, marketing teams etc – and at no point did someone think to say this this was offensive?
It was a great marketing campaign if the objective was to be controversial, but is it worth it if it alienates your customers? I don’t think so.
As for the apology that this wasn’t expected, don’t insult our intelligence!