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Gap joins American Apparel in suggesting Hurricane Sandy could be a good time for online shopping

Gap might be dressing up as American Apparel for Halloween, as both have faced a backlash on Twitter in the past 24 hours for suggesting that Hurricane Sandy, which is battering the east coast of America, provides a good opportunity to do some online shopping.

American Apparel sent an email advertising a 20 per cent sale for those affected by the storm, and Gap has had a similar idea, tweeting ‘All impacted by #Sandy, stay safe! We’ll be doing lots of Gap.com shopping today. How about you?’, with a foursquare link.

Gap has since deleted the tweet following a backlash, and quickly tweeted ‘To all impacted by #Sandy, stay safe. Our check-in and tweet earlier were only meant to remind all to keep safe and indoors.’

Comments from various tweeters included ‘seriously?’, ‘social media fail’, and ‘Habitat intern employed in US?’ by @malcolmcoles.

See other brands who have jumped on hashtags from world events to a bad effect – including Habitat and Kenneth Cole.

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Staff Writer

The Drum is a global media platform and the biggest marketing website in Europe. We produce The Drum magazine, 30 awards and events and manage The Drum Network which aims to make independently minded agencies more successful. We also help brands find the right agencies to work with through the Recommended Agency Register (RAR).

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