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7.01.2018- 20.01.2018

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H&M, New York Times, CNN Money, USA Today

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- H&M released an official statement that was picked up by many media outlets, including CNN Money and USA Today.
- H&M's media relations team made a more detailed statement to PR News, stating that the incident resulted from non-compliance with internal procedures and that the item would no longer be sold.
- H&M removed the photo of the child from the online store and apologized on Instagram, promising to remove the hoodie from sale.
- Published an open letter on the website.
- Enabling the child's mother give a comment
- H&M temporarily closed all stores in South Africa and the representatives of the brand wrote in their official in regards to this

- H&M hired a Nigerian-American as Head of Inclusion and Diversity in North America
- Created A seven-step system has been put in place to process all new clothing before it goes on sale.
- Made a system that allows you to mark clothes at each stage and take notes on sensitivity
- Increased the number of people performing the final stage of quality control from one to five
- Promised that by 2025, 100 percent of employees will feel like they have the same opportunities as others and will see visible diversity in leadership positions.
- H&M pledged to donate $500,000 to the NAACP Legal Defense and Education Fund, Color of Change, and the American Civil Liberties Union.

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Around the world

(primarily in black English-speaking countries where H&M is represented)

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Twitter users
Leaders of opinion in USA (NBA star LeBron James,American rapper Sean "Diddy" Combs,  questlove, The Weeknd, G-Eazy)
Global media (for example, New York Times, CNN Money USA Today and etc.)
Mother of child
H&M customers

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- H&M's media stating that the incident resulted from non-compliance with internal procedures and that the item would no longer be sold.
- Created a system that allows you to mark clothes at each stage and take notes on sensitivity

- Promised that by 2025, 100 percent of employees will feel like they have the same opportunities as others and will see visible diversity in leadership positions.
- “We deeply regret that this picture was used, and also regret that we chose this print. So we didn't just remove the image from all of our channels, but also removed the thing from the global assortment, ”H&M quoted Bloomberg as saying. Its representatives promised to hold an internal investigation to avoid similar errors in the future»
- “We continue to closely monitor the situation. We hope
that soon we will be able to open stores. We firmly believe that racism and bias in any form (no matter intentional or accidental) are simply unacceptable. We also draw attention to the fact that the employees of our stores are innocent in this situation and have nothing to do with it at all.”