In early November, shoppers visiting the Zara store in Istanbul discovered little labels attached to clothes that said, “I made this item you are going to buy, but I didn’t get paid for it.” When we dug into the details, we discovered that Zara had partnered with a Turkish factory whose unethical owner disappeared overnight, stealing his workers’ wages. Those workers were trying to get Zara to give them the money they were owed, but they had yet to receive a single lira.

十一月初，伊斯坦布爾的Zara顧客發現衣服上有些小標簽，寫著“我是制作這件衣服的人，但是沒有拿到工錢”。深入調查后，我們發現Zara的合作方土耳其工廠廠主毫無道德，帶著工人的工資一夜間蒸發。工人試圖向Zara索要工資，但尚未拿到一分錢。

The plight of these workers became a major news story, with media outlets around the world reporting on it. Now it looks like all of this had a real impact on consumers’ image of Zara’s brand.

這些工人的困境成為全球媒體爭相報道的大事件。目前，這件事似乎已對Zara的顧客形象造成了實際影響。

Digimind, an agency that analyzes consumer sentiment on social media, looked at social sentiment for Zara in October and November. In general, 21% of Twitter comments about Zara on social media are negative, with 79% either positive or neutral. However, this went up significantly starting in November, when news about the factory began to hit the press. Negative sentiment about Zara went up by 24% month-over-month, with negative mentions going up at a rate of 35% week-over-week.

分析社交媒體用戶態度的機構Digimind調查了十月和十一月Zara的社會反饋。總的來說。推特上有關Zara 的評論中21%是負面的，79%是或正面或中立的。但是工廠事件十一月開始登上媒體，Zara的差評相比十月上升到24%，后來以每周35%的速率不斷增加。

“What’s also important to note here is that in general, we are seeing the number of social mentions for Zara overall increase month-over-month and week-over-week, per the timing of the story breaking,” a PR rep for Digimind clarifies. In other words, the sheer amount of negativity toward Zara went up, since there was more discussion about the brand than usual in the weeks following the story.

Digimind的公關代表說：“我們親眼看到事件爆出來后社會對Zara的反應逐月逐周地增加。”換句話說，是差評增加了，出資訊后有關Zara的談論越來越多。

Meanwhile, Zara has still not paid the workers the 2.7 million Turkish lira they’re asking for. This amounts to only 0.01% of the net sales that Inditex, Zara’s parent company, made in the first quarter of 2024. It seems that Zara has taken a rather large hit to its brand for a relatively small amount of money.

但是Zara還是沒有支付總額達270萬里拉的工人工資，這點錢不過是Zara 母公司Inditex集團2024年第一季度凈銷售額的0.01%。看來Zara要因為這點小錢名聲大噪了。

In early November, shoppers visiting the Zara store in Istanbul discovered little labels attached to clothes that said, “I made this item you are going to buy, but I didn’t get paid for it.” When we dug into the details, we discovered that Zara had partnered with a Turkish factory whose unethical owner disappeared overnight, stealing his workers’ wages. Those workers were trying to get Zara to give them the money they were owed, but they had yet to receive a single lira.

十一月初，伊斯坦布爾的Zara顧客發現衣服上有些小標簽，寫著“我是制作這件衣服的人，但是沒有拿到工錢”。深入調查后，我們發現Zara的合作方土耳其工廠廠主毫無道德，帶著工人的工資一夜間蒸發。工人試圖向Zara索要工資，但尚未拿到一分錢。

The plight of these workers became a major news story, with media outlets around the world reporting on it. Now it looks like all of this had a real impact on consumers’ image of Zara’s brand.

這些工人的困境成為全球媒體爭相報道的大事件。目前，這件事似乎已對Zara的顧客形象造成了實際影響。

Digimind, an agency that analyzes consumer sentiment on social media, looked at social sentiment for Zara in October and November. In general, 21% of Twitter comments about Zara on social media are negative, with 79% either positive or neutral. However, this went up significantly starting in November, when news about the factory began to hit the press. Negative sentiment about Zara went up by 24% month-over-month, with negative mentions going up at a rate of 35% week-over-week.

分析社交媒體用戶態度的機構Digimind調查了十月和十一月Zara的社會反饋。總的來說。推特上有關Zara 的評論中21%是負面的，79%是或正面或中立的。但是工廠事件十一月開始登上媒體，Zara的差評相比十月上升到24%，后來以每周35%的速率不斷增加。

“What’s also important to note here is that in general, we are seeing the number of social mentions for Zara overall increase month-over-month and week-over-week, per the timing of the story breaking,” a PR rep for Digimind clarifies. In other words, the sheer amount of negativity toward Zara went up, since there was more discussion about the brand than usual in the weeks following the story.

Digimind的公關代表說：“我們親眼看到事件爆出來后社會對Zara的反應逐月逐周地增加。”換句話說，是差評增加了，出資訊后有關Zara的談論越來越多。

Meanwhile, Zara has still not paid the workers the 2.7 million Turkish lira they’re asking for. This amounts to only 0.01% of the net sales that Inditex, Zara’s parent company, made in the first quarter of 2024. It seems that Zara has taken a rather large hit to its brand for a relatively small amount of money.

但是Zara還是沒有支付總額達270萬里拉的工人工資，這點錢不過是Zara 母公司Inditex集團2024年第一季度凈銷售額的0.01%。看來Zara要因為這點小錢名聲大噪了。