A Fashionista article highlights the importance of cultural sensitivity in global marketing and international market communication, even in the global high-fashion world. They discuss the controversy surrounding Dolce & Gabbana’s offensive ad campaign in China and how the brand is still “making a years-long push towards reconciliation and rehabilitation following a 2018 racist incident.”
The brand faced a backlash from Chinese consumers and celebrities after a series of videos depicting a Chinese model struggling to eat Italian food with chopsticks. This prompted a boycott of the brand and ultimately forced Dolce & Gabbana to cancel its Shanghai fashion show and issue an apology.
While the brand was quick to take down the “racist and arrogant” campaign after the first wave of backlash, there was an additional uproar when a series of screenshots were released to the media. They were from Stefano Gabbana’s Instagram account, where he responded to direct messages with insults about the Chinese people and China as a whole.
Photo by Yu Kato
The entire incident resulted in Dolce & Gabbana’s products being removed by retailers across the Asian market and global protests. Since this major plunder, the brand had made numerous attempts to seem more sensitive and aware of many different societal issues, but they have yet to have seen any major improvement in its image.
To understand how painful and how deep the betrayal felt to Asian communities as a whole, we need to understand that they are marginalized in a global society. The blatant mocking tone of this ad illustrates this. Asian culture is framed as foolish, rather than showing appreciation. Further, it could be argued that it plays directly into the over-sexualization of Asian women by Western societies. It’s imperative to understand these deep-rooted issues in our globalized society.
The incident serves as a reminder of how quickly a brand can fall from grace in the public eye. What might seem like a slight misstep can actually damage a brand beyond repair? Companies operating in different cultural contexts must understand the cultural nuances and values of their target market. Further, they must be aware of societal issues, especially when it comes to marginalized people. This is important in our globalized world.
Cross-cultural research and sensitivity training is vital to understand cultural differences and revealing any biases, racial stereotypes, or other cultural insensitivities they may unknowingly possess. This can involve working with local marketing agencies or consultants who can provide insights into local consumer behavior, cultural norms, and market trends.
Organizations must not only tailor their marketing messages and strategies to specific cultural contexts, but it is also essential to avoid cultural insensitivities and offense campaigns. They need to make sure that the decision-making processes involve a wide range of people intersectionality.
The Dolce & Gabbana controversy shows the importance of crisis management and the need for brands to respond quickly, and sincerely, and to actually implement solutions. Transparency and authenticity are essential. Brands also must take full responsibility for any mistakes or offenses, while also taking concrete steps to address the issue and prevent it from happening again.
Cultural sensitivity, cross-cultural research, and adaptable marketing strategies are necessary to avoid cultural insensitivity and offense. Brands that invest in these areas are infinitely more likely to succeed in international markets and build lasting relationships with local consumers.