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

Code : MM0074 Year :2019 Industry :Fashion			Region : Asia Teaching Note:Available Structured Assignment :Not Available
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THE 2018 SNOWBALLING CONTROVERSY IN CHINA: In November 2018, a DG catwalk event named ‘The Great Show’ was to be held at Expo Center of Shanghai, China. DG released a series of promotional videos for the show on its Instagram, Facebook, and Twitter profiles. ..

IMPACT OF THE BACKLASH: There was a social media outburst and users commented harshly on the brand’s insensitivity to the Chinese culture and called the promotional videos racist. The social media backlash triggered a domino effect, resulting in the Chinese ambassadors for the brand, Wang Junaki and Dilraba Dilmurat disassociating themselves from it and several other celebrities withdrawing from the event. ..

WAY FORWARD FOR DG IN CHINA: The mood in China where DG was concerned was one of wait and watch after the debacle. But attention was drawn to the lack of diversity in the company’s workforce, which failed visibly in terms of inclusion. Diversity was known to be limited to the outward media projections and models but not where the power was concentrated. ..