Well done, Truworths. After receiving social media backlash for their failed attempt at representing the very mothers they are trying to sell their underwear to, the retailer finally “apologised”.

Check all that nonsense out HERE.

However, instead of commenting on any of the Facebook comments, Truworths responded to Women24’s enquiry into the situation. How’s that for customer care?

Here’s the very cheeky apology statement:

We have received some comments on social media regarding the Mother’s Day visuals. Being a leading fashion retailer in South Africa, Truworths aims to put forward a fashionable and aspirational campaign for all events.  In this case, the model, (actually she is in her mid-twenties) was selected for her glamorous appearance – rather than as a representation of all customers who are mothers.

We have received both compliments and criticism for the campaign, and feel that all customers have a right to their own opinion on our campaigns.

It is a reality that our sales of many of our lingerie and sleepwear items are given as gifts on Mother’s Day. Our intention is never to offend anyone, but rather to present fashionable and aspirational product which is then supported by appropriate marketing to our customers. We are firmly of the view that mothers should feel youthful and attractive if they wish to do so and our role is to provide them with the fashion, cosmetics and fragrances to support their intention to do so. We will of course take into account the social media comments when we next run a similar campaign.

Very poor indeed. As one woman pointed it, it must be a campaign run by men. I mean, what child even buys underwear for their mother?

[source: women24]