After a gunman killed at least 12 people and injured dozens more in a movie theater in Aurora, Colo., the word "Aurora" began trending on Twitter. Not long after, online retailer Celeb Boutique wondered, in a tweet, whether that trend was due to a Kim Kardashian-inspired dress it sells, dubbed the Aurora.
Twitter users bashed the retailer for being oblivious; many others accused the company of using a tragedy to promote its apparel.
In an attempt to apologize, the brand tweeted:
"We didn't check what the trend was; hence the confusion, again we do apologise."
The retailer explained later that its public relations team is not based in the U.S. and "had not checked the reason for the trend" on Twitter.