Controversy is the New Black

IOWA CITY, Iowa, September 29 – Major retailer Urban Outfitters is still receiving backlash for a controversial item released two weeks ago. On September 15, Buzzfeed was the first to report the online sale of a vintage Kent State sweatshirt said to be covered in what looked like bloody bullet holes.

Many customers took to social media to publicize their anger with the company’s release. This discontent stems from the apparent disrespect for the 1970 mass shooting at Kent State University. Four unarmed students were killed and nine others were seriously injured when the Ohio National Guard open fired.

“The message is very derogatory. I just shivered when I saw it,” said Ann Drop, a local activist who vividly remembers the Kent State Massacre. “The sweatshirt is definitely anything but vintage. To me it looks like someone had been wearing it when they were bludgeoned to death. I don’t understand how they [Urban Outfitters] can look at it and say there’s nothing inappropriate about it.”

Urban Outfitters released an apology to its customers and Kent State University later that same day stating, “It was never our intention to allude to the tragic events that took place at Kent State in 1970 and we are extremely saddened that this item was perceived as such.” The company also added that the supposed bloody bullet holes were generated from discoloration and natural fraying.

“If you’re a human and you have eyes, you can see that it looks like bullet holes,” said frequent Urban Outfitters shopper Amanda Ryle.

While many Urban Outfitters shoppers and non-supporters alike were upset by the impertinent perception of the sweatshirt, others felt differently. “Obviously people were offended, but I think they’re making it more than it is,” said Urban Outfitters employee, Andrea Edwards*. “Some people are just too sensitive about it.”

Urban Outfitters management said they were not allowed to discuss the situation; however, Edwards, an Urban Outfitters sales associate for two years, was able to explain the employees’ side of the story.

“The store employees and the people who actually purchase the merchandise for the stores are completely separate,” Edwards said. “We’re getting the brunt of it and we don’t even know about the situation.”

Although employees might not realize the company’s situation, this is not the first time Urban Outfitters has released controversial merchandise. The release of a shirt reading “eat less” in 2010 generated major backlash against the company, and again just at the start of 2014 with a shirt showcasing the word “depression” all over it. The repeat offenses have made people question if this is a deliberate marketing tactic of the company.

Public relations specialist Chris Miller believes that Urban Outfitters has realized that any press is good press. “The release of this merchandise is a horrible thing, but it’s still driving audiences to their website and store,” Miller said. “The company might not have thought it would turn out this badly, but it’s still going to increase their SEO (search engine optimization).”

The criticism Urban Outfitters has received for its controversial merchandise may in fact be working in the store’s favor. While some potential customers might turn away from the brand after these incidents, the publicity, good or bad, has driven fresh audiences to the company’s store.

“I was never really interested in shopping at Urban, but when that sweatshirt came out I decided to check out their website again,” said college student Kristian Hrvojevic.

According to its website, Urban is the only brand within Urban Outfitters, Inc to decrease sales two quarters in a row in 2014. “The recent controversies are most likely a ploy to drive traffic and increase their sales,” said financial advisor Daniel Karns.

If the company continues these marketing practices, they might end up losing more faithful customers than gaining new ones.

“If this kept becoming an issue in the future, I would stop shopping there all together,” said Ryle. “They keep apologizing for offending people, but if they keep doing it, then it doesn’t mean anything.”

Forbes reported, “This incident further exposed a corporate culture that fosters… an insensitive approach to marketing without any morsel of true remorse, merely for the sake of boosting the sales of its products.” Could this be the future of all corporate retail companies?

According to Miller, “That’s corporate life. Morality isn’t an aspect for 80% of companies out there. It’s easier to apologize than ask permission. There are no repercussions. They just apologize and make more money.”

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