PETA scored a major victory against Australian sheep farmers when H & M banned Australian wool from their designs. The dispute arose of a practice called mulesing. This is removal of skin from the tail to prevent flies from laying eggs in the folds. A statement from H & M said they would start looking for Australian wood alternatives.
Implications - A company that fails to support humane and ethical production procedures can receive a great amount of pressure and negativity from the public. So, it is important for a brand that relies on positive consumer opinion to make ethics a priority. Events like this show how the positive publicity that results from making an ethically sound stand can often more than make up for the effort it requires.