Nordstrom apologizes after calling police on black teens

An ill-considered call to the police, in today’s social media climate, can
spur a PR disaster.

Many companies have struggled to establish clear guidelines for employees
who might suspect inappropriate behavior in their stores, as well as how to
handle the confrontation. As social media users start to document such
interactions, a local misstep can quickly become a national headache,

a la Starbucks

L.A. Fitness.

The latest company, Nordstrom, is apologizing after employees called the
police on three African-American teens shopping for prom outfits.

The Washington Post

Mekhi Lee, Eric Rogers and Dirone Taylor were shopping at the Nordstrom
Rack on Thursday when they noticed store employees closely eyeing them and
following them through the aisles. Lee has just completed his freshman year
of college and was with his longtime friends, Taylor and Rogers, who were
shopping for prom.

The HuffPost

There was a brief altercation in the retailer when a customer allegedly
called them “punks” and asked “

are your parents proud of you for what you do?
”, according to St. Louis Dispatch.

The trio then made a purchase, which Rogers told the publication was “to
show them that we’re equal and we didn’t have to steal anything.”

Despite this, the Brentwood Police met them in the parking lot as they were
leaving and accused them of theft. An investigation showed that they were
innocent, and police let them go without charges.

Brentwood’s chief of police Joseph Spiess told The Washington Post that the
department was told “

three black men, including one in a blue sweatsuit” were “shoplifting
’handfuls of products.
’” Spiess told the publication that the officers listened to the three men
and “put the story together.”


13 tips for preparing for a crisis]

When company executives heard about the incident, they moved quickly to
address the looming backlash.

The New York Times

Executives at Nordstrom heard about the encounter later on Thursday. The
next day, the company’s president, Geevy Thomas, called and apologized to
Mr. Lee, a freshman at Alabama A&M University, and the other men,
Dirone Taylor and Eric Rogers, both seniors at De Smet Jesuit High School,
a private school in St. Louis County.

“Recently there was a situation in one of our Rack stores that resulted in
our employees calling the police,” a Nordstrom Rack spokeswoman said in a
statement on Tuesday night. “We have guidelines that direct our employees
to only call the police in emergency situations. Unfortunately, those
guidelines weren’t followed.”

“We do not tolerate discrimination of any kind,” the statement continued.

The company sent some of its top people to St. Louis to show how seriously
it takes the incident.

The Times

Mr. and other Nordstrom officials flew to St. Louis on Monday and
met with store employees on Tuesday morning to discuss what happened. Later
on Tuesday, Mr. met with the men and their families.

“I appreciate the opportunity to listen to their concerns and offer our
sincere apologies on behalf of Nordstrom,” Mr. Thomas said in a statement
after the meeting. “I also want to thank the young men for their poise in
dealing with local law enforcement and the police themselves for handling
the situation professionally.”

St. Louis NAACP president Adolphus M. Pruitt II praised Nordstrom’s words
and actions.

The New York Times

While Mr. Pruitt said he was disappointed by the employees at the store, he
said he was encouraged by the company’s response. “It does demonstrate that
they are reacting in the right way,” he said, comparing its response to
that of Starbucks after the arrest in Philadelphia.

But he added that the recent cases underscored the need for employees to
receive racial-bias training, which

Starbucks will conduct on one day later this month
 for workers in more than 8,000 stores in the United States. Nordstrom has
been reviewing its employee policies and considering changes to training at
both its department stores and Nordstrom Rack, its discount shops.

“Black children — black teenagers and black males, especially — are looked
at this way at retail stores all across the country,” Mr. Pruitt said.
“What are they going to do that goes beyond employees at one store?”

Twitter users shared the story, along with their own tales of harassment
while shopping.

For some, the apology was insufficient:

Corporate apologies are starting to wear thin for a community familiar with distrust.

What would you have Nordstrom, or other companies facing allegations of racial bias, do to redress the problem?

(image via)

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