The Fragility of Brand Perception: Zara Boycott

Zara, a popular high-street clothing retailer, recently found itself at the center of controversy and facing a boycott after an advertising campaign that was since removed from its website and social media channels.

The campaign, titled "The Jacket," featured images captured by photographer Tim Walker, showcasing model Kristen McMenamy in what Zara claimed was a sculptor's studio setting.?

According to Zara, the intention was to present craft-made garments in an artistic context, featuring images of unfinished sculptures.

Despite the brand's explanation, the campaign drew criticism from social media users, with tens of thousands expressing their displeasure. Many claimed that the images resembled the destruction in Gaza, leading to the trending hashtag #BoycottZara on various platforms.?

In response, Zara expressed regret for the "misunderstanding" and clarified that the idea was created in July and photographed in September, well before the Israel-Gaza conflict that began on October 7.

This, however, wasn’t enough. The audience was still outraged by the lack of sensitivity Zara showcased, even with their apology.

The UK's Advertising Standards Authority (ASA) received a significant number of complaints—110 in total—alleging offensive imagery and references to the ongoing conflict. While the ASA is reviewing these complaints, it has not initiated a formal investigation.?

This isn’t the first time Zara has faced backlash from pro-Palestinian activists. Back in 2022, activists called for another Zara boycott after the franchise owner of Israel stores hosted a campaign event in his home for far-right politician Ben-Gvir. Then, back in 2021, yet another controversy as their top designer, who happened to be from Israel, sent a Palestinian model on Instagram inflammatory messages about or against Palestine. So, it seems there is one controversy per year.?

But they are not alone. This incident is part of a larger trend where several brands have faced public backlash for their advertising campaigns.?

Marx and Spencer also faced backlash back in November after it revealed its latest Christmas advertisement showing burning paper hats with the colors of the Palestinian flag. So maybe these unfortunate coincidences could be taken as a sign to retailers all over to be careful with their advertisements in such delicate times.

Proactively addressing backlash, understanding audience perceptions, and aligning campaigns with positive values are important steps for brands to protect their reputation in an era where public sentiment can make or break a brand.?

After all, in business, brand reputation overstates everything else. Let’s see how Zara recovers from this.

If you liked this article and would love to see more content like this, support our biweekly LinkedIn newsletter by subscribing.

*All metric screenshots are taken directly from Determ, a media monitoring tool.