After The "Insult To China Incident", D&G Returned To Fashion Week.

Less than two months away from the most serious brand crisis in history, Italy luxury brand Dolce&Gabbana, once sentenced to death by Chinese consumers, reappeared on the stage of fashion week.

In December of last year, Dolce&Gabbana's founder Stefano Gabbana's "insult to China" speech was exposed by netizens before the Shanghai big show. The brand image fell to the bottom overnight. The show was immediately canceled and the loss was as high as about 10000000. Only half a month after the incident, the brand held a high-level customized show in Milan and returned to the Milan fashion week last Saturday to release the latest men's wear series.

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

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.

Stefano Gabbana, the protagonist of the "insult to China Incident", was also interviewed after the show. "We live in the digital age, but we should not forget the importance of real touch, especially in the fashion world, even if we are talking about clothes, not advanced custom fashions."

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, most of the products were ordered by customers from the United States, India, Russia, Canada, Angola, Germany, Singapore and Japan before the end of the show 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.

Regarding this, another brand founder, Domenico Dolce, said in an interview with Gao Ding, "China is yesterday's event, and today is another day."

Life is not smooth sailing, it will teach you something, you try to understand, and then second days you still have to live. "

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.

Suzy Menkes, a fashion critic, wrote in a Dolce&Gabbana Alta Moda high show series review written by Vogue, "what's wrong with Dolce&Gabbana in China?

It's hard for me to make any judgments about a fashion show that never happened.

Because models are used to be considered racists by eating advertisements for pizza with chopsticks, I think this criticism is indifferent and stupid. Nowadays, the spread of fashion information around the world can be too arbitrary and careless.

Some analysts pointed out that Suzy Menkes, as a fashion reporter, intentionally or unintentionally blurred the focus of events with many foreign media, and emphasized that the reason why Dolce&Gabbana was boycotted was propaganda advertising. However, it ignored the racist remarks of Stefano Gabbana, which really irritated Chinese consumers.

("DG insulting China" continued: Vogue fashion criticism was attacked by netizens)

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.

In the Greater China market, the brand banned the shooting area in front of the flagship store in Hongkong in 2012, prohibiting Hongkong consumers from taking pictures in front of the door, but allowing mainland tourists to take photos, causing local consumers to raise placards and protest.

In April 2017, Dolce&Gabbana hosted the first Chinese show in Shanghai. Before the launch of the show, the brand's "#DG love China" promotional film was also caught up in a brand crisis suspected of smearing China.

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.

In 2007, the designer Philipp Plein, which was criticized for selling "T-shirts" to insult Chinese slogans, is still active on the international stage. More recently, Chinese star Donnie Yen has been invited as its platform.

Although Donnie Yen immediately said in a statement that he would not cooperate with the brand again and apologized, he stressed that he did not know it beforehand, and still had extensive discussions in social media.

Some analysts have pointed out that the growth of Chinese consumers has been rapid in the past two years. With frequent travel abroad 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 recognize the injustice in social marketing and make voice through social media.