On Wednesday, as votes determining the next president continue to be counted, the retailer tweeted a short clip of a half-red and half-blue sweatshirt being unzipped and zipped.
“The one thing we know, is that together, we can move forward,” the tweet, which has since been deleted, read.
“Great learning exercise for marketers. This moment in time where our country is incredibly divided is not in any way an ‘opportunity’ for content,” one person tweeted.
Another said: “Who at Gap honestly thought this tweet was worth posting. I'm serious? How was this a good idea? It wasn't. Read the f***ing room.”
“I don't think a zipped hoodie is going to cut it when everyone is this tired, broke, and scared,” someone else tweeted at the company.
Chrissy Teigen also joined in on the criticism, joking: “Yay we can just walk sideways depending on the city we’re in.”
Following the backlash, a spokesperson for Gap told New York Times reporter Sapna Maheshwari that the sweatshirt depicted in the video was not a real hoodie for sale, but rather an attempt to show “the power of unity”.
The company also said that it realised it was “just too soon for this message”.
“From the start we have been a brand that bridges the gap between individuals, cultures and generations. The intention of our social media post, that featured a red and blue hoodie, was to show the power of unity,” the company told The Independent. “It was just too soon for this message. We remain optimistic that our country will come together to drive positive change for all.”
As of Wednesday, it is currently unclear whether it will be President Trump or Joe Biden who wins the presidential race.
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