Only a few days after a group of Basijis (Iran’s paramilitary forces) set one of Benetton stores in affluent North Tehran on fire as reported by Irania print media including conservative Jomhouri Eslami and reformist Etemad Melli, British- based retailer, Debenhams, opened its first store in Tehran. When in 2007 Italian Benetton as the first Western fashion brand established stores in Tehran, the move caused much controversy and criticism of Tehran’s Mayor, Mohammed Bagher Qalibaf who came under fire by the ultra-conservative wing in the Iranian parliament as ‘ by letting the Italian brand into the country’ he was promoting the Western culture among the Iranian youth. The hardliners got more furious when the news leaked out about Qalibaf’s providing Mr. Benetton with a helicopter tour of Tehran when the fashion designer visited Iran.
Recently, along with some other foreign firms, Benetton turned to be the target of more criticism as it is now accused of being a ‘Zionist’ or ‘ Zionist affiliated’ retailer. The attack on the main store took place during Moharram, the mourning month for Shiite Muslims and concurrent with the attacks on the Gaza Strip by the Israelis. All these concurrent events made many in Iran super wrathful toward anything Western, on the assumption that Western countries back the Israeli atrocities. The coincidence proved quite efficient in helping the angry masses discharging emotions through setting western brand stores like Benetton on fire, splashing colors on the Nokia billboards, organizing a demonstration in front of the Parliament against the serving of Nestlé mineral waters for the MPs,…
The upheaval got so tense that the cabinet probably under pressure from the hardliners presented a bill to the Parliament calling for a ban on the activities of all companies with either Israeli shareholders or branches in Israel. Weeks on since the handover of the bill, it is still dormant, with no sign of the initial enthusiasm which led to the formation of the bill in the first place.
I am almost very confident that the bill will be never approved of by the Parliament; at least not as it is today since it includes almost all Western brands available in Iran from automakers to food retailers. And I assume that no one, neither the Western companies nor Iranians with interest in the listed entities, took the move seriously, as both groups know well that there are always at-the-surface measures in this country which function as a safety gauge. The economy is a mess, the country is under pressure for its nuclear activities and is constantly accused of supporting terrorist groups, the presidential elections are ahead and the conservatives apparently have a hard time reaching a consensus over a single candidate, the threat of the West’s cultural influence over the Iranian youngster is imminent and yet the government has failed to find an efficient solution to any of the dilemmas. So what can be the best means to help this volcano erupt without causing much damage? A tragedy in Gaza, accompanied by new year celebrations by the ‘ignorant western missions’ in Iran where ‘ Islamic and national moral principles are hardly observed’ and a few remarks by the Western leaders in support of Israel are all well-timed incidents which can give enough excuse to take to the streets, chant slogans against whoever you don’t like, break windows, set places on fire,….and go home with a relieved heart!
As a proof to this notion that we are all- both insiders and outsiders- used to such maneuvers, I’d like to remind that not only the British Debenhams ( the UK is called by some in Iran the small Satan after the Great Satan which refers to the US) has now a store in the Iranian capital and all Benetton stores are up and running now, as if nothing has ever happened. The so-called Zionist designer, Mr. Benetton, is so used to the Iranian culture now that just one day after one of its stores was set ablaze, the other stores hoisted flags of Ashura ( a mourning sign used during Moharram to express grief for the martyrdom of the third Shiite Imam) ! This becomes more difficult to grasp when the ‘Zionist’ Benetton who mourns the martyrdom of the Shiite saint is supported by a statement issued by the Italian Embassy in Tehran stressing that Mr. Benetton is a faithful Catholic.
The Benetton story should serve as a good lesson to Debenhams: The British design may have successfully crept into the Iranian market, but its managers and shareholders should be very careful to first make it clear what religion they practice, where else they have braches or intend to open stores, who has welcomed their presence in Iran, conservatives or reformists,….
Another thing the newly –arrived Debenhams should bear in mind is that even if it fails to clarify such issues at this juncture, still nothing can threaten its existence here. A tour of super markets in Iran lends proof to the claim as Magi soups and Nestle coffees are put on sale in every corner, Nike trainers are worn by many young Iranians and at sale time, one has to wait in long queues to get in to the ‘much-condemned’ Benetton stores.
All needed is patience and inattention to what is going on outside; let’s stick to business and everything else will work out just perfectly!