Summary Of American Apparel's Hurricane Sandy Sale

American Apparel 's “Hurricane Sandy Sale”
Introduction
In 2012 a tragedy hurricane Sandy made landfall in East Coast of United States. It token 50 lives in U.S and made 8 million people were without power. At Monday evening, American Apparel offered a “Sandy Sale” on its official website, the offer was for the people were affected by Sandy including Connecticut, Delaware, Massachusetts, North Carolina, New Jersey, New York, Pennsylvania, Virginia, and Maryland. The ad was “In case you’re bored during the storm, 20 percent off everything for the next 36 hours,”. Furthermore, the promotion code was “SANDYSALE”. The purpose was targeting online customers who are staying indoors to seek refuge from the storm. However, the online reaction
It cost over $68 billion damages, the whole country was united and help people fighting with the hurricane. At that time, American Apparel promoted a “Sandy Sale” in order to comfort people who affected by the storm. However, the negative reaction on twitter was immediate:
“David Honig: Really @americanapparel? Sandy Sale email blast? really? The lowest of low. RT this if you are insulted.”
“Leigh Honeywell: As if sexualized ads and harassment lawsuits weren 't enough for a boycott, @AmericanApparel sent out a "hurricane Sandy sale" mail. Ugh.”
The early responded from American Apparel was its spokesman Ryan Holiday, he sent an email to ABC News. Ryan was trying to make it clear their intention was just keep the business going and keep the employees working because the workers need to get paid no matter during disaster or not. He also pointed out the public seems misunderstood them, American Apparel is a responsible corporation, it helped several disasters victims before.
This is not the worst, the CEO Dov Charney denied the “Sandy Sale” was a marketing mistake, he said “Not a serious matter.” to conclude this. He also said they earned minimum a million dollars from this storm
“BORED” “SANDYSALE” was kind of hit anger button to the people who was suffering during the disaster.

In fact, American Apparel was not the only store did Sandy Sale, there were Gap, Singer22.com, LivingSocial and so on. Why the public only mad at American Apparel? Because the inappropriate promotion words. Such as Gap did a good job for social media marketing during Sandy disaster -- its tweet, "All impacted by #Sandy, stay safe! We 'll be doing lots of Gap.com shopping today. How about you?"

Furthermore, after receiving a lot of negative comments, American Apparel should stand out and pacify the angry of social media users. What the spokesman did was bad marketing, he should apologize to the public about the inappropriate commercial words of the sale and speak out the truth that they care the victims of Sandy disaster then point out the intent is offering a special sale to people affected by Sandy and help them over this disaster. The CEO’s reaction was even worse than the spokesman. At that time, a couple warm words from him would make huge