Extra Credit Blog
There was a new dress’s controversy about a Worthington design on J.C.Penny website, and this is spread over Twitter universe. The controversial design is a white skirt with a pink and black flowers on the front right of the dress. There wouldn’t be any issue if it isn’t about some dirty-minded netizens. They complain about the dress’s coloring and placing and call it “period dress”, which causes viewers’ attention online and the controversy.
The author of the article mentions J.C.Penny as saved-word company when it comes to scandals. This time is not exception. The company refuses to provide any further comment about the issue, the official response from the press team is that the idea was unintentional to the design, and the brand refuses to give any further comment. J.C.Penny also takes its strong action to get out of negative news cycle by add a 40 % discount to the dress instead of giving any conventional kind of apologizing. Their action and response show a clear voice to media netizen ” get over it”.
I chose this article because this is an interesting and worth-to-learn strategy to face controversy from big brand. Instead of doing something big and risky to media, the brand keeps it response simple and clear. It chooses to stand out of scandal and more negative issues.