Jerry Clode, Resonance’s head of digital and social insight, was interviewed yesterday by Business of Fashion regarding Dolce & Gabbana’s recent troubles in China.
Following the online backlash of a series of culturally-themed ads by the Italian luxury brand, screenshots of purported anti-China comments by brand co-founder Stefano Gabbana were widely circulated. This resulted in the cancellation of the brand’s Great Show fashion event in Shanghai as well as the removal of Dolce & Gabbana from China’s leading e-commerce sites.
In the article, Jerry compares the current crisis with recent boycotts of foreign brands and products in China. He suggests that this time, the backlash has been more organic, as opposed to the result of wider encouragement from political forces.
International brands in China need to be extra cautious when engaging with Chinese culture, ensuring the tone is positive and never judgmental.
Sadly, this recent (and arguably avoidable) crisis, is likely to have severe implications for the brand over the short- and long-term in China.