From IndependentOnline. Story by Nicola Mawson.

H&M’s much anticipated arrival in South Africa — only the third country on the continent to open outlets — has been marred by a social media faux pas.

The brand, which dates to 1947 when it launched in Sweden and has 3,733 outlets around the world, was slammed in a Twitter post on Tuesday.

A Cape Town shopper said, “I was at your CT store. Most, if not all your posters in store have no black models. Please work on that to appeal to everyone.”

That initial tweet only had 38 retweets and eight likes, but the message spread much further after H&M’s South African Twitter handle responded with what many thought was an insubstantial explanation.

In a series of four tweets, @HMSouthAfrica said, “H&M’s marketing has a major impact and it is essential for us to convey a positive image. 1/4”

That was followed by: “We want our marketing to show our fashion in an inspiring way, to convey a positive feeling 2/4,” and then “We work with a wide range of models and personalities throughout all our marketing both online, outdoor and in store 3/4.”

The final tweet of the first set of apologies was: “Our marketing, policy, campaign productions and work is something we constantly discuss internally and with creative professionals.”

That wasn’t good enough, as the twitterati laid into the brand and asked questions such as: “so what you’re saying is that black people do not convey this ‘positive image’ you are trying to portray?”

This was followed by more tweets from @HMSouthAfrica, which did not appease potential shoppers.

On Thursday, after a continued backlash, the Swedish outlet tweeted: “H&M regrets the response to a social media message that was recently aired and wishes to clarify the intention.”

The Swedish outlet’s response has now gone viral, and it has been accused of calling people unprofessional, telling them they do not count, and saying H&M SA has not been tailored to its audience.

South Africa, which is still shaking off the vestiges of apartheid, has a population that is mostly black, at almost 80 percent, with whites making up just 10 percent. It also has black economic empowerment legislation that requires companies to have previously disadvantaged people as shareholders and employees.

H&M — Europe’s second-biggest clothing retailer — has opened two outlets in South Africa, one in Cape Town and the other in Sandton.

In mid-October, country manager Par Darj, told Business Report its target was to provide affordable, high-quality fashion for all. “We call it democratic fashion.”

In addition, Darj told Business Report H&M’s foray into South Africa had already resulted in about 600 jobs in the run up to the opening of the V&A Waterfront and Sandton City stores. Darj said H&M planned to have as many as 1,500 people employed within 12 months.

In the long run, H&M plans to use South Africa as a springboard to the rest of Southern Africa, as well as to East and West Africa. H&M is exploring the feasibility of opening a local manufacturing facility, Darj said.

Read more at IndependentOnline.