D&G'S "Brand Insult Crisis" Returned To Fashion Week. The Brand Crisis Is Far From Over.

A new generation of young Chinese consumers are getting rid of the fact that they are being offended.

In January 12th, Dolce&Gabbana held a high - profile high - profile custom show in Milan and returned to the Milan fashion week on Saturday to release the latest men's series.

It is worth noting that this is the first official appearance of Dolce&Gabbana in the international fashion week after "insulting China Incident".

This is also the Dolce&Gabbana that had been sentenced to death by Chinese consumers and suffered the most serious brand crisis in history. It reappeared after two months.

In the latest series, Dolce&Gabbana abandoned the more exaggerated printing elements in the past, returned to the retro elegant style, and displayed the Italy style and exquisite craftsmanship with fur fur collar coat, self-cultivation suit jacket and crocodile leather shoes.

Surprisingly, many of the customers appeared after the show, although fewer Chinese stars and KOL have publicly boycotted the brand, but the appearance of Chinese models and buyers appeared.

The same thing happened last month in the Dolce&Gabbana advanced custom show.

According to Stefano Gabbana, the leading actor of "insult China Incident", most of the products were ordered by customers from the United States, India, Russia, Canada, Angola, Germany, Singapore and Japan after the end of the luncheon lunch. 18 of the 25 Chinese customers were invited to attend the fashion show, and only 7 customers chose not to participate.

Another source said that the brand was still boycotted on the Chinese e-commerce platform, but once said that the foreign luxury business platform Farfetch and Net-a-Porter under Dolce&Gabbana brand products are now gradually resuming sales of the brand product.

Even in the most severe week of the crisis, Dolce&Gabbana's sales in the mainland of China only recorded a 18% decline, and some Chinese consumers have already bought the brand products in the event of discounts and promotions, according to insiders.

A month ago, the Stefano Gabbana, who vowed to admit mistakes and decided not to use Instagram, restarted the release of posts. As of the time, there were 53 new entries, the number of fans increased to 1 million 900 thousand, and the number of fans before the "insult to China Incident" was 1 million 860 thousand.

In fact, Dolce&Gabbana has made mistakes more than once.

From the Stefano Gabbana mouth, many stars were uncovered. By 2013, the designer group published a disbelief in the same sex marriage, and then blacklisted the media that wrote unfriendly comments, and was accused of tax evasion. The reputation of the Dolce&Gabbana industry has been worrying.

It is worth pondering that the "insult to China Incident" fuse is also due to its ugly and distorted Chinese traditional catering culture.

This event may wake up other luxury brands who want to enter the Chinese market. But today, the Dolce&Gabbana, who should learn most from it, is obviously not really valued.

Some analysts have pointed out that the growth of Chinese consumers has been rapid in the past two years. With frequent overseas travel and widened horizons, a new generation of young Chinese consumers are getting rid of the situation of being offended without knowing themselves, and are beginning to identify the injustice in social marketing and make voice through social media.