Months ago H&M released the now infamous ‘Coolest Monkey in the Jungle’ hoodie which created a global controversy.
The giant retail had to close a number of their stores in South Africa after nationwide protests (by EFF). Now H&M has hired a South African marketing company to work on their advertising and marketing strategies.
H&M stores in Sandton City and Menlyn Park have been trashed in a nationwide protest by the #EFF following the racist "coolest monkey" sweater advert.
— YoMzansi LIVE (@yomzansiLIVE) January 13, 2018
This new collaboration between the AKF and H&M will aim to encourage racial and cultural awareness amongst its workers, and the company will strive to learn better strategies from South African marketing companies. To accomplish this, H&M will send their marketing team to South Africa to learn from its experts first hand. The collaboration will also aim to uplift South African home-grown companies by buying from South African manufacturers and include South African-made furniture and materials for its stores.
Make sure to stay tuned for updates on this story.