Singapore-based online retailer SuperGurl has apologised on its Facebook page for its “insensitive action” and “choice of word” for using the phrase “Rape us now” during its Black Friday sale.
The move came after netizens chastised the brand for its poor choice of wording to promote sales.
According to Jordus Lim, creative director of SuperGurl, the company did not mean to be offensive and he took the blame personally for failing to review the graphic designer’s work before approving the image to be displayed on the site.
“I hereby acknowledge that we have made a mistake, and that our caption does not advocate the right values to the young women community today. Having regretted for what we have done, the team at Supergurl will definitely be more careful with what we will put up in future as this is also a lesson learnt for us. This is an honest mistake that we have made on our side, and we do know that it is indefensible. We hope that the public will accept our apology for what we have done wrong,” the statement from Lim read.
The post seems to have appeased some netizens.
Here is the full post:
When image was first put up on its site, one Facebook user Wei Wei Gwee said: “Rape isn’t an advertising angle that one can exploit when thousands of victims suffer the irreparable damage rape has caused to them every day. Not only do you make light of sexual assault, you used this really young girl in a suggestive pose which seems to be extremely inappropriate. I wonder how the model will feel if she knew her photo was being used this way.”
Others called the post “vile, inappropriate and disgusting.”
In the states, Black Friday signals the end of Thanksgiving and beginning of the shopping season. The trend has recently gained traction in the region. This year, several online players such as Lazada, Zalora and Reebonz all ran campaigns during the period to entice shoppers.