#8217;s apparel. Troubled by the campaign, Sears renegotiated its contract with Benetton to gain the right to preview future Benetton ad campaigns. A revised clause in the contract also gave Sears the ability to withdraw from the deal without penalty if the two parties were unable to agree on future campaigns, according to CNN. Regardless of these changes, the controversy was too significant for Sears to ignore due to the hundreds of consumer complaints that poured into the store after the campaign released. According to the February 21, 2000 article in Advertising Age, a Sears spokesman said the chain allied itself with Benetton because “We thought they were past that and had come to a point where they were interested in selling merchandise. The whole episode is tragic, for the victims, for Sears and for Benetton.”However, Sears is not the only one taking action against the company. According to CNN, it was announced on February 10, 2000 that the state of Missouri was suing Benetton for ads featuring death row inmates that reside in Missouri prisons. Missouri claims that the company deceived the state when it used the death row inmates as part of its ad campaign. The state thought the inmates were being interviewed for a project sponsored by the National Association of Criminal Defense Lawyers. In addition, according to the February 19, 2000 article in The Economist, a Benetton spokesperson in New York admitted that payment was made to two inmates for the rights to their likeness. The state accuses Benetton of fraudulent misrepresentation, trespass by deceit and trespass by exceeding the scope of consent. Although the problems with Sears and Missouri could have significantly decreased the overall value of Benetton, the fact remains that consumers ultimately decide the fate of a company by whether or not they shop there. It seems that sources such as CNN, Wall Street Journal, and Advertising Age, among others, ha...
