Dolce & Gabbana in China: Fury of Slighted Dragon Singes Brand| Marketing Strategies

Code : MM0074 Year :2019 Industry :Fashion			Region : Asia Teaching Note:Available Structured Assignment :Not Available
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Abstract: The case ‘DOLCE & GABBANA IN CHINA: FURY OF SLIGHTED DRAGON SINGES BRAND,’ accounts the 2018 controversy of the company Dolce & Gabbana in China. The company’s promotional video series for a catwalk event in Shanghai, China,in November 2018, was accused of being racist and disrespectful to the people of China and their country. Chinese consumers expressed their anguish on social media and the controversy turned into a huge anti campaign against the fashion company. The backlash resulted in the brand products being boycotted from the Chinese market and also resulted in the brand being singled out from major fashion shows around the globe. The case ends with an analysis of the reasons for the brand’s boycott and also a suggestive roadmap for the comeback of Dolce and Gabbana in China.
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Pedagogical Objectives:

Understand the importance of cultural sensitivity in global markets

Analyze the reasons and the impact of a controversy on the popularity of the brand.

Devise a recovery plan for DG after the crisis.

Keywords : Dolce and Gabbana, D & G, China,luxury products,fashion,fashion brand,brand ambassadors,cat walk, social media communication,ad campaign, promotional video series,cultural sensitivity,diverse staffing needs

Contents :
» INTRODUCTION
» BACKGROUND
» THE 2018 SNOWBALLING CONTROVERSY IN CHINA
» IMPACT OF THE BACKLASH
» CLEANING UP THE INSENSITIVITY SMUDGE
» WAY FORWARD FOR DG IN CHINA

Business Case Studies,Marketing Strategies Case Study, Dolce & Gabbana in China: Fury of Slighted Dragon Singes Brand