D&G’s big mistake in China

So, if you haven’t heard already, you should read up on the scandal that has seen D&G caught up in a boycott in China.

First there was the already borderline racist advertising campaign which had somehow been approved people in the first place.  When I watched it, I didn’t think it was too bad for a general advert, but if it’s to be used as the main campaign ad for China then definitely not!  Making fun of your customers in their homeland?  Stupid..  You can see the campaign ads here – 

Racist campaign ad?

Weibo users were immediately outraged, accusing D&G of patronizing Chinese culture “trivializing China’s culture” and “depicting Chinese women in a racist way.”

Though the video was removed from Weibo within 24 hours, the video continued to gain traction online, with the hashtag #BoycottDolceGabbana began to trend.


As if that wasn’t enough!

Well, at D&G they must have not got the memo!  To add insult to injury, one of the cofounders was apparently caught berating China in the DMs.  Can you believe that?!  It’s not enough to have your brand dragged down in a racism row, but then to also go on about it in this way before making the apology video?!  Wow..  

Those Instagram DMs 👇

The official response at the time was that the accounts had been hacked.. What do you think?  Do you believe that? 

Apology too little, too late..

Domenico Dolce and Stefano Gabbana, the founders of the brand, made an apology video to the Chinese people after the event, but this was too little, too late.  There have already been so many public statements from Chinese models and celebrities about this situation, the official apology video seems to have been diluted and means almost nothing.  

If companies and people wish to do business in China, they cannot make fun of people in China.  Simple.  No business will succeed here if the owners are seen to be making fun of the country – or if the company culture is seen to accept this in any way.

So, what’s your take on the D&G China scandal?

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