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H&M: Boycott of Xinjiang Cotton Sparks Outrage in China
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Author(s): Ying Hong (Beijing Normal University-Hong Kong Baptist University United International College, China)
Copyright: 2023
Pages: 15
Source title:
Cases on Social Justice in China and Perspectives on Chinese Brands
Source Author(s)/Editor(s): Youssef Elhaoussine (Beijing Normal University-Hong Kong Baptist University United International College, China)and Lulu Wang (Business Advantage Consulting, China)
DOI: 10.4018/978-1-6684-4955-4.ch002
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Abstract
On March 24, 2021, following the Better Cotton Institute (BCI) claims about unethical cotton production in the Xinjiang province in China, H&M published a statement on its official website, causing heated discussions among Chinese netizens. According to the statement, H&M declared to not cooperate with any garment manufacturing factories located in Xinjiang, nor to use raw materials from the region due to BCI allegations of forced labor and religious discrimination against the ethnic minorities in the Xinjiang Uyghur Autonomous Region. After that, Chinese consumers began to boycott H&M causing various e-commerce platforms to remove H&M-related products, as well as several offline stores in China to close. As a result, H&M's sales in China fell sharply in that quarter, and the brand has had difficulties regaining the trust of Chinese consumers.
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