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It got huge amount of attention and went basically viral, it got people talking about H&M again, i'am not sure i would call that a bad idea.

What about the celebrities who have pulled their clothing lines from h&m? The stores that were broken into and vandalized. The customers who will never shop there again and their share price dropping to its lowest value since 2008?

Doesn't sound very positive to me and certainly doesn't seem likely to increase profit or drive sales like a lot of publicity should.

Good point, i still think it was blown way out of proportion however, espesially all the racism mumbo jumbo.

Absolutly, most things are these days unfortunately.
No such thing as a bit of banter anymore, now its all discrimination or defemation.