On December 7, 2023, ZARA launched a promotional campaign for its new jacket collection named "The Jacket." The campaign included visuals featuring mannequins without limbs, statues covered in white fabric, and debris in a sculptor's workspace (Dmitracova, 2023) [1].

 

Public Response: The advertising campaign faced severe criticism from some individuals who argued that it closely resembled scenes of death and destruction in Gaza, where the Israel-Hamas conflict was ongoing since October 7, 2023 (Dmitracova, 2023) [1]. Critics accused ZARA of being insensitive and showing disrespect towards the victims of the war (Sushim) [2].

 

Social Media Backlash: The controversy sparked a significant response on social media. Numerous users and influencers called for a boycott of ZARA, flooding the brand's Instagram, X, and TikTok profiles with negative comments. Palestinian flags were prominently displayed in protest, and the hashtag #BoycottZara gained popularity on the X platform (Izzo, 2023) [3].

 

Brand Response: In an attempt to address the backlash, ZARA issued a public apology for the misunderstanding. The brand promptly removed the controversial images from its website and various social media platforms. ZARA clarified that the campaign's conceptualization occurred in July, with photography taking place in September, preceding the onset of the war. The brand emphasized that there was no intentional reference to the conflict (Dmitracova, 2023) [1].

 

Regulatory Involvement: The Advertising Standards Authority (ASA) in the United Kingdom reported receiving 110 complaints regarding the campaign and announced that it was in the process of reviewing them (Dmitracova, 2023) [1]. The regulatory body's involvement indicates a formal assessment of whether ZARA's advertising breached established standards.

 

Conclusion: This situation analysis underscores the challenges faced by ZARA due to its controversial advertising campaign. The brand encountered widespread criticism, social media activism, and regulatory scrutiny, prompting a swift response involving apology and content removal. The incident highlights the importance of considering potential sensitivities in advertising and the impact of social media on brand reputation.

 

 

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