” On October 29, 2012, Hurricane Sandy — the largest Atlantic tropical system on record — made landfall just south of Atlantic City, New Jersey, bringing winds up to 90 mph (150 kph), and pushing a massive storm surge onto beaches and shorelines. At least 12 deaths have been reported in the United States. These fatalities, when added to the previous toll in the Caribbean, leave Sandy responsible for more taking more than 80 lives to date. Millions across the Eastern Seaboard are now without power, and even more are struggling with rising floodwater. Sandy continues northward, now downgraded to a post-tropical cyclone, and those affected are now assessing the damage. Collected here are images of Sandy’s aftermath, many from New York City, which suffered widespread blackouts and a record-setting high tide early this morning. ” (the Atlantic, 2012)

From the following cover picture of New York Magazine, it is clear showing that Manhattan was lying in darkness after the power outage due to the damage of Sandy. The strong wind also caused floods in the Dumbo section of Brooklyn, NY, and forced the shutdown of mass transit, schools and financial markets.

Picture From: http://www.businessinsider.com/new-york-magazine-cover-hurricane-sandy-2012-11

But what American Apparel did on the hurricane day (OCt 29, 2012) was sending the advertisement below to its subscribers.

Picture From: http://mixeddigital.com/wp-content/uploads/2012/11/american-apparel-hurricane-sandy.png

“After sending out this ad, American Apparel was subsequently attacked via social media sites and blogs, with individuals expressing disdain for the company.” (Marketing Ethics, American Apparel & Hurricane Sandy, 2012)

What do you think about this ad? If you were the victims, would you feel excited when you see this ad and then shop on the e-store of American Apparel to get rid of your boredom?

American Apparel CEO Dov Charney said they were not out to offend anyone and their heart was in the right place. No matter their intentions were pure or not, as i think, it is inappropriate to make the ad in a way like that they were simply looking for money and didn’t even care about the victims and cities get hit by Sandy. They only need to change a bit of the ad, and it will give their customers a completely different impression without complaints. What American Apparel should have done was something like: we will donate 20% of profits from every purchase to the victims of Sandy.