Read the Case: Italy’s D&G in China: Fashion Show Canceled in Shanghai Follow Scandal
Respond to the following prompts:
Case Questions
1. D&G faced a consumer backlash in China after the video scandal. List the main reasons why you think this happened.
2. Using the information above and the cultural dimensions explored in Chapters 3 and 4, discuss whether Chinese consumers should forgive D&G s misunderstanding of their culture.
3. Fashion houses often use edgy ads to promote products. Such edgy campaigns attract attention and can cross the line to cause disrespect in global markets. How can multinational companies ensure advertising content does not antagonize local consumers?
4. Discuss the risk of using humor when advertising across borders.
5. Multinational is not necessarily multicultural. What do companies need to consider when advertising in the Chinese luxury market?