Hapless British fashion brand's bad-taste tweet using Aurora hashtag relating to tragic Colorado massacre to sell Kim Kardashian-inspired dress
22:19 GMT, 20 July 2012
A fashion firm has been forced to apologise after posting a tweet about its Aurora dress by referencing the Twitter trend relating to this morning's tragic massacre during a Batman movie screening in Aurora, Colorado.
Celeb Boutique, a British online retailer, tweeted to its followers earlier today: '#Aurora is trending, clearly about our Kim [Kardashian] inspired #Aurora dress'.
The post stayed up on the site for more than one hour, attracting a flood of condemning tweets from people all over the world.
Ignorance: An online shop has sparked outrage after posting the above message on Twitter today, unknowingly referencing this morning's bloodbath
An initial apology from the company's
Twitter account came shortly afterwards, which read: 'We apologise for our
misunderstanding about Aurora. – CB'
But outrage was sparked even further
when the account tweeted soon after: 'Its a fabulous friday, what are
your weekend plans #fabulousfriday'
One user wrote: 'This is the tragic tale of brands that outsource their social media'.
Another wrote: 'PLEASE FIRE YOUR MARKETING TEAM! THEY ARE IDIOTS!'
The word Aurora has been trending on
Twitter ever since the early hours of this morning after the bloody massacre occured during the film's midnight screening.
Celeb Boutique had thought that the Aurora trend related to a white V-neck dress that was inspired in design by reality star Kim Kardashian and was being sold on its site.
Inspired: Kim Kardashian (left) inspired the dress that was promoted in the tweet
Less than ten minutes later, a further tweet read: 'We didn't check what the trend was about hence the confusion, again we do apologise'.
Further abuse from Twitter users led to a proper apology being issued.
Over several tweets, the firm posted: 'We are incredibly sorry for our tweet about Aurora… at that time our social media was totally UNAWARE of the situation and simply thought it was another trending topic'.
'We have removed the very insensitive tweet and will of course take more care in future to look into what we say in our tweets.'
Obviously remorseful, an official apology was then sent out to media outlets adding: 'We hope the families of the victims will accept our greatest sympathies and apologies along with the American public.'
Tragic: This morning's events took place during a screening of the new Batman film, The Dark Knight Rises at a movie theatre in Aurora, Denver, Colorado
This morning's tragic events saw the shooting of 71 people and left 12 people dead.
The Twitter blunder is not the first time a fashion brand has posted a distasteful message surrounding a hard news story online.
Shoe designer Kenneth Cole angered fans in February of last year after using political riots in Egypt as a platform to raise awareness about his new collection.
He wrote on Twitter: 'Millions are in uproar in #Cairo. Rumor is they heard our new spring collection is now available online.'