Apparently, Swedish furniture retailer IKEA has systematically applied Danish names to doormats and carpets, while keeping Swedish names for more expensive items of furniture. If this pattern of naming is systematic as claimed, then it is hard to see how it could be accidental or inadvertant. If the pattern was accidental, we should expect IKEA to issue a hasty apology for any unintended offence caused, to Danes or to others. Instead, IKEA went on the offensive, with a spokesperson saying:
“these critics appear to greatly underestimate the importance of floor coverings. They are fundamental elements of furnishing. We draw worldwide attention to Danish place names with our products.”
Whatever the perceived justification, insulting your customers can never be great marketing. One of the features of colonialism is a lack of appreciation for the feelings of the colonized. Hundreds of years of condescension are manifest in those three sentences. Danes have every right to be offended.
UPDATE (20081317): Spiegel Online have now retracted their original news story (the retraction is at the same address as was the article), although it is not clear from this retraction that either the original allegation against IKEA or the quoted response from an IKEA spokesperson are inaccurate.
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