International luxury brands have repeatedly learned the lesson that it can be a very delicate task to play in the “Chinese style”.These brands undoubtedly strive to convey a friendly message through campaigns and products featuring Chinese elements, but too often reception is an embarrassment.
3 examples of advertising campaigns criticized by ChineseWhen brands try to create a buzz … positive ….
The campaign of Dolce and GabbanaThe campaign of Dolce and Gabbana spark the controversy over the social media of China.The Italian brand of fashion and luxury was recently caught in a public relations crisis on photographs that were shot in Beijing, which represented D & G models mingling the premises.These photos, as part of the brand’s “Dolce & Gabbana Loves China” online marketing campaign, aimed to create positive buzz and meet rich Chinese customers in the expectation of Dolce & Gabbana “Alta Moda and Alta Sartoria Fashion Show.In the Beijing version, several Chinese models of Dolce & Gabbana posed beside symbolic monuments such as the Great Wall and the Hutongs (a set of narrow passages and alleys, mostly in Beijing, China) In some photos, models posed with locals, such as taxi drivers and tourists. In others, passers-by were simply included in the framework, often at the forefront. The series of photos was taken by Morelli Brothers, who also pulled the collections of Hong Kong and Japan in a similar style for Dolce & Gabbana in recent months.The majority of Chinese people focused on why Dolce & Gabbana showed only underdeveloped parts of Beijing and poor residents, while neglecting the more modern scenes of skyscrapers and more stylish citizens than those presented .One criticism was the photographs depicting the locals in the foreground and the models in the background.Another criticism was aimed at photographers and their techniques of shooting and editing.“This is not the problem of the content, but the lack of shooting of the photographers,” commented a user of Weibo.The editing was even criticized for the coloring of the photograph as too dirty and unnatural. Online fashion bloggers also joined the discussion.
Fashion Bloggers“FashionModels”, a fashion blogger on Weibo that has about 3 million fans, has released the photos of Dolce & Gabbana with a Image / reputation with a long series of question marks to show her confusion about the campaign.More than 700 people left negative comments on the photos.Many online users said they would stop buying Dolce & Gabbana products in the future because they did not think they were respected. Dolce & Gabbana had to remove the photos on Weibo as well as on its official WeChat channel.The collection can still be seen on foreign social media sites, such as Instagram. After the Peninsula event, Dolce & Gabbana organized an event for VIPs in the luxury shopping center of Beijing.Subsequently, the brand created another video for their Instagram page with the neighborhood surrounding the mall in Beijing’s business district, which improved the Chinese viewpoint about Dolce & Gabbana.
Luxury Products Campaign on the Year of the MonkeyChinese zodiac-inspired products broadcast by major fashion brands for the upcoming Year of the Ape have been somewhat mistreated on Chinese social media. Among the new products that have been mocked by Chinese Internet users are :
- Louis Vuitton Necklace
- The Dior monkey bracelet
- The limited edition of Givenchy’s Free Prism for the Chinese New Year
- The Piaget limited edition watch featuring a monkey holding a peach.