Zara removes campaign after critics call it insensitive to Israel-Hamas war

Olanrewaju Oluremi Egunlae 1, *, Jude Shagan Azai 1 and Katayoon Faraji 2

1 Supply Chain Management & Marketing, Whitman School of Management, Syracuse University, Syracuse, USA.
2 Business Administration, Whitman School of Management, Syracuse University, Syracuse, USA.
 
Review
International Journal of Science and Research Archive, 2024, 13(01), 234–238.
Article DOI: 10.30574/ijsra.2024.13.1.1618
Publication history: 
Received on 21 July 2024; revised on 02 September 2024; accepted on 05 September 2024
 
Abstract: 
The Zara ad campaign, "The Jacket" is a case study that illustrates the complex challenges in modern marketing. Despite Zara's assertion that the campaign was conceived before the war, the public's perception of insensitivity toward the Israel-Hamas conflict led to significant consequences This incident illuminates the pivotal role of marketing managers in navigating societal complexities and anticipating diverse interpretations. It prompts reflection on the delicate equilibrium between artistic expression and societal sensibilities within marketing strategies. The Zara case underscores the necessity for astute strategic foresight and proactive measures to navigate intricate socio-political landscapes. It emphasizes the profound impact of marketing campaigns and advocates for a nuanced, inclusive approach that upholds diverse perspectives while advancing brand narratives.
 
Keywords: 
Social Sensitivity; Digital Marketing; Public Backlash; Zara; Israel-Hamas Conflict
 
Full text article in PDF: 
 
Copyright information: 

Copyright © 2024 Author(s) retain the copyright of this article. This article is published under the terms of the Creative Commons Attribution Liscense 4.0