unethical? or not appropiate?

American Apparel, a recognized fashion store, caused a big scandal last week by using Hurricane Sandy as an excuse to launch a sale campaign. An email was sent to the customers they have on their database that lived in the affected area. The e-mail included the following text “In case you’re bored during the storm, 20 percent off everything for the next 36 hours”. It also was accompanied by the code “sandystorm”. Few hours later, lots of furious people published their fury on social platforms. American Apparel hasn’t issued an apology yet, but whether they meant well or not, they caused a big offense. This is another case when companies take advantage and publish or release their products in an unethical way. One more opportunity to learn and evaluate how and when is the right moment to make use of the social media!