Sears has been knocked down many times and, as the retail world turns, the company has been searching for ways to get in front of its competitors again. In another effort to stand out, it recently decided to sell some “punk rock fashion” to the coveted Goth/Emo demographic because of “upward mobility.”
Sears doesn’t have an “all black” clothing section, so there had to be another way. Inspiration apparently hit the buyers in the room, who recognized that a certain fashion icon named Adolf Hitler wasn’t getting enough exposure.
Major online retailers’ ads featuring swastika rings were quickly labeled to be in “poor taste” and “very insensitive,” but they can be a learning opportunity, according to an official with the Jewish Federation of Delaware.
“It’s an opportunity for some growth here. It’s an opportunity for a reassertion of some sensitivity to what those symbols really stand for,” said David Margules, a vice president at the federation. “People have a First Amendment right to buy this stuff and to display it if they want, but that doesn’t make it right. It doesn’t make it appropriate.”
According the post on Sears.com’s Marketplace, someone approved this description:
“This gothic jewelry item in particular features a Swastika ring that’s made of .925 Thai silver. Not for Neo Nazi or any Nazi implication. These jewelry items are going to make you look beautiful at your next dinner date.”
“Thank you, Eva Braun. You sure look lovely tonight. You dig my new mustache? Sure, I cut it short, but that’s to prevent tickling when we smooch.”
What’s even better is the attempted PR deflection.
“The ring was not posted by Sears, but by independent third-party sellers on Sears Marketplace,” the company said in a statement posted to its Facebook page. “All Marketplace Sellers must accept our seller agreement terms in order to sell their items on sears.com and part of that agreement includes an understanding that certain offensive items may not be listed. If a problem occurs, we take appropriate action. The ring has not been purchasable since this morning and we are in the process of completely removing the items from our site.”
There’s no good way to end this post, is there? We’ll just say, “Oy Vey!”