In the summer of 2011 a storm brewed in a little online community called Etsy. The controversy was caused by an independent artist being ripped off by the “hipster” corporation Urban Outfitters. Urban simply brushed the pissed off tweets off their feed and ignored the situation, possibly the worst thing you can do in a situation like this. The backlash was quick and widespread. The reason I even know about this is because it turned into a trending topic. But what does it take to do this? It all started off with a small gang of etsy users. Think of it this way, you see a great design a group of quilters are using and you decide to then market their idea to a national audience. The impending doom is that that little group of quilters has pitch forks and torches that are ready to go and they get basically all the quilters in the united states knocking on your door. How do you handle this? You definitely don’t take the road that Urban Outfitters did by taking the silent road.
Here’s how you do it (thanks to Andy Yerka for the directions
1. Recognize the problem 2. Take responsibility 3. Respond to the problem 4. Repair the damage 5. Repair your image
Urban should have acknowledged that they had stolen the design, tweeted out an apology and pay the damages. Instead the silent treatment pissed off any more people, they quietly removed the design from their page and allowed the torrent of negative tweets to fly.
In the end Urban survived but they probably lost quite a bit of their cult following.
Has Urban Outfitters change their ways and avoided any more bad PR. Nope. They’re back in the spot light after pissing off the entire Navajo nation.