Dolce and Gabbana consumer- does this incident change your perception of the brand?
Dolce and Gabbana, the Italian luxury fashion house recognized around the world, is teetering into the fashion industry’s biggest marketing blunder since a Christian Dior designer’s anti-Semitic rant in Paris in 2011. After an ad showing a Chinese model struggling to eat Italian food using chopsticks was perceived as racist and culturally insensitive, Dolce and Gabbana quickly faced boycotts across China (their largest growth market) as well as harsh condemnation from consumers around the world. This debacle poses the question- how can a brand regain consumer confidence from a PR perspective? Once consumer trust in a brand is lost, can it be restored? Every company must be prepared to handle a PR crisis. Whether it’s a data breach, a scandal or simply negative media coverage- every business today faces a horde of possible threats to it’s reputation. Is your business ready to handle a branding crisis? Contact BeST today to empower your business to mitigate and recover from branding threats.