Retail store's advertisement upsetting shoppers - WDAM-TV 7-News, Weather, Sports-Hattiesburg, MS

Retail store's advertisement upsetting shoppers

Rue 21 has been advertising its Bad A$$ sale in stores and online, causing some parents concern. Source: Rue21.com Rue 21 has been advertising its Bad A$$ sale in stores and online, causing some parents concern. Source: Rue21.com
HATTIESBURG, MS (WDAM) -

A retail store's new advertising campaign is causing some shoppers concern in The Pine Belt. 

A Laurel woman, who asked to remain anonymous, said she was shopping in the Laurel Sawmill Square Mall when she saw a sign at Rue 21 promoting their "Bad A$$ sale."

She contacted the franchise with the following compliant: 

"I have an issue with the advertising signs that say "BAD A $$ Deals" hanging in the Sawmill Square Mall in Laurel, MS across from a very popular Christian eating facility and very near a child's play area. This is not a tween friendly logo, and that is exactly who this store markets to. Is there anything that can be done to have these removed? Thank you for your time. My daughters love this store, but I truly wish a different advertisement could be used. God bless! "

Representatives with Rue 21 sent the following response to her request: 

"rue21 strives to be fun, fresh, hip, and daring in our clothes, in our advertising, in our DNA. That said, we never look to offend our customers and we took great care in checking if this campaign would be appropriate. Our research validated it would be. Heck, Google "BadA$$" today and you will find the definition to be "tough" and "uncompromising." We are just playing to that and apologize if it is construed in any other fashion. Thank you for supporting us and look forward to more, different and exciting things ahead!

Thank you for being a part of the rue21 Brand!"

Rue 21 is currently having the “Bad A$$ Sale” in stores and on its website.

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