Retailers that sell to a wide array of customers are often more vulnerable to hurting their brand equity when they carry controversial items, Fineman said. It's also more difficult for their teams to monitor the millions of items that they're selling. "There's going to be a few of these things that fall through the cracks," he said. Both Amazon and Sears stopped selling a swastika ring on their websites. Sears issued an apology in October, saying, "[We] want you to know that the ring was not posted by Sears, but by independent third-party vendors."
Sometimes it isn't the product that's the issue; it's what it's wrapped in. In December, questions were raised about blue-and-silver wrapping paper sold by Hallmark that one customer said included a swastika embedded in its design. The company pulled the gift wrap from its stores, saying it never intended to offend anyone.
Victoria's Secret Items
In 2012, the lingerie brand drew criticism for its "Sexy Little Geisha" outfit, which featured model Candice Swanepoel in a mostly see-through bodysuit with "Eastern-inspired" florals. Victoria's Secret removed the link from its website amid the controversy. That same year, Victoria's Secret received complaints after model Karlie Kloss wore a headdress during its annual fashion show. "We are sorry that the American Indian headdress replica used in our recent fashion show has upset individuals," it responded. "We sincerely apologize as we absolutely had no intention to offend anyone.
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