The Swiss watchmaker Swatch has issued a public apology and retracted an advertisement featuring a model making a gesture that many criticized as reminiscent of racially insensitive stereotypes towards Asians. The ad went viral on Chinese social media, inciting calls for a boycott of Swatch products.
Swatch Faces Backlash Over Controversial Ad Featuring 'Slanted Eyes'
Swatch Faces Backlash Over Controversial Ad Featuring 'Slanted Eyes'
Swatch's recent advertisement sparked outrage among Chinese consumers, leading to a swift apology from the brand.
Swatch released a statement acknowledging the backlash: "We sincerely apologize for any distress or misunderstanding this may have caused." The company emphasized its commitment to treating the situation with seriousness, stating that all related marketing materials have been removed globally. Despite this, critics voiced their discontent, suggesting the brand's only concern revolves around profit rather than genuine accountability. "Apologies are meaningless when they continue to profit from us," one user asserted on Weibo, pointing out that Swatch derives approximately 27% of its income from the Chinese market.
In recent history, Chinese consumers have mobilized to boycott brands seen as disrespecting their culture or compromising national interests. This backlash against Swatch echoes previous boycotts involving major brands like H&M, Nike, and Adidas, which faced repercussions after raising issues related to human rights in Xinjiang. Additionally, fashion brand Dolce & Gabbana experienced similar backlash in 2018 for promoting content deemed stereotypical towards Chinese people. Such instances illustrate the growing sensitivity and powerful voice of Chinese consumers when confronted with perceived disrespect or racial insensitivity in advertisements.
As Swatch navigates this complex cultural landscape, the effectiveness of its apology and future marketing strategies will be pivotal in regaining consumer trust in this vital market segment.
In recent history, Chinese consumers have mobilized to boycott brands seen as disrespecting their culture or compromising national interests. This backlash against Swatch echoes previous boycotts involving major brands like H&M, Nike, and Adidas, which faced repercussions after raising issues related to human rights in Xinjiang. Additionally, fashion brand Dolce & Gabbana experienced similar backlash in 2018 for promoting content deemed stereotypical towards Chinese people. Such instances illustrate the growing sensitivity and powerful voice of Chinese consumers when confronted with perceived disrespect or racial insensitivity in advertisements.
As Swatch navigates this complex cultural landscape, the effectiveness of its apology and future marketing strategies will be pivotal in regaining consumer trust in this vital market segment.
