D&G's pr disaster (2018)

D&G's pr disaster (2018)

When Fashion meets failure: How Dolce & Gabbana's Racist Ad Sparked Global Backlash.

Abdul Mohammad Sabin

introduction

D&G an italian luxury fashion brand faced severe backlash after launching a social media campaign to promote an event in China. The campaign featured a controversial video and was followed by racist comments from one of the brand’s co-founders, leading to a major PR crisis. The campaign featured a Chinese woman struggling to eat Italian food (pizza, pasta, cannoli) with chopsticks. Many found the tone patronising and culturally insensitive.

D&G aimed to promote its “The Great Show” fashion event in China, a key market for luxury brands, and attract local consumers.

Platforms Used:

• Instagram & Weibo (Chinese social media platform) – Main promotional posts and videos • Twitter (now X). • Founder’s Racist Comments: When criticism arose, alleged racist private messages from Stefano Gabbana (co-founder) surfaced, worsening the backlash. • Deletion & Denial: Instead of apologising immediately, D&G initially claimed their accounts were hacked, which many found unconvincing.

global negative impact

Outcome and Impact Public Reaction: • Extremely Negative: Many Chinese consumers and celebrities boycotted the brand. Hashtags like #BoycottDolce trended worldwide. • Retail Fallout: Major Chinese e-commerce platforms, including Alibaba and JD.com, removed D&G products. Business Impact: • Event Cancellation: The “Great Show” was cancelled as models and influencers pulled out. • Sales Decline: D&G lost significant market share in China, one of its most profitable regions. • Reputation Damage: The brand became synonymous with cultural insensitivity, affecting global perception. Long-Term Effects: • Struggles in China: Years later, D&G still faces difficulties regaining trust in the Chinese market.

lessons learned

Lessons Learned & Recommendations Why Was It a Failure? • Lack of Cultural Awareness: The ad reinforced stereotypes rather than appealing to Chinese consumers. • Poor Crisis Management: The delayed and weak response worsened the situation. • Arrogance & Denial: Instead of taking responsibility, the brand dismissed concerns. What Could Have Been Done Better? • Research & Sensitivity Training: Understanding cultural nuances before launching an ad. • Immediate & Sincere Apology: A quick and genuine apology could have limited the damage. • Better Crisis Management: Addressing the issue head-on rather than making excuses.