Poor Form: Hurricane Sandy & American Apparel

Title: "American Apparel Angers Twittersphere With Hurricane Sandy Sale"
Source: Mashable
Date: October 30, 2012
Link: http://mashable.com/2012/10/30/american-apparel-sandy/

In an effort to turn an imminent natural disaster, Hurricane Sandy, into a marketing opportunity, American Apparel sent out a blast email to customers promoting a "Hurricane Sandy" sale they were having for all states that were about to be impacted by the storm. The email went out on Monday, potentially before the worst of the storm had been felt by much of the Northeast, saying "In case you're bored with the storm..." here's a sale at American Apparel for you. Seriously, what were they thinking? My guess is that they figured a) a lot of people were sitting indoors and needed something to do. And b) internet was still available given the storm may not have taken power out in the area. While it's easy to criticize them after we've seen just how devastating the hurricane/tropical storm was, I'm still surprised someone at American Apparel didn't have the common sense to say, "Maybe this isn't such a good idea?"

It's not the idea behind it that I disagree with, but it's how it was framed. Yes, we all know that weather forecasters have gotten so many predictions wrong in the past, e.g. Hurricane Irene in 2011. But to think that still doesn't mean that you should consider that IF the storm does hit as they predicted, there will be potential lives lost, homes destroyed, and people to be misplaced for days? My suggestion? Maybe frame it with a little less "tongue and cheek" and more "sympathy" for those in the path of this natural disaster. Perhaps offering the sale and framing it as a special offer to those that are in need with the impending storm, and maybe just a "thoughts are with those affected" could be added to the bottom of the email? That in my mind would have been a slightly better idea, but still, I wouldn't have even gone near this if I were American Apparel. We'll have to see if this dent to American Apparel's brand/image, which is already not considered very strong, has any impact on sales in the future.