Executive Summary
This FAO Global case study covers the saga involving famed fashion brand Dolce & Gabbana (D&G) and its subsequent down-fall in the Chinese market. A poorly chosen advertisement campaign that sparked national and cultural outrage ultimately lead to the near boycott of the company’s products in the world’s largest luxury goods market. This case study provides a brief overview of the situation and problem, D&G’s initial response and missteps, a review of the crisis management process, likely aftermath, lessons learned, and recommendations for D&G’s staff.
Table of Contents
- Overview
- Chopsticks and Pasta: Why the Ad was Offensive
- Dolce & Gabbana’s Initial Response and Chinese Netizen Reaction
- Dolce & Gabbana’s Crisis Management
- Likely Aftermath: Luxury Brand Implications
- Top Three Lessons Learned
- FAO Global’s Recommendations for D&G
- About FAO Global
- Contact Information
- Sources & Additional Reading
A Special Thanks
This report was made possible by the contributions of a dedicated staff and interns at FAO Global. Lead Analyst Brandon Hughes, Senior Analyst Alicia Fawcett, Strategic Communications Manager Kelli Sullivan, international business & policy interns Levi Rasmussen, Michael Tian, and Tong Wu all made significant contributions to this report.
Additionally, our team attended multiple events and conferences to gain contextual insight into Chinese market dynamics and is actively engaged in finding solutions to western & eastern business dilemmas.
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