D&G's Marketing Missteps in China (C): The Epilogue
In November 2018, Dolce & Gabbana S.R.L. (D&G) faced a serious brand crisis following the release of three short videos on Instagram, Facebook, and Twitter as well as Sina Weibo in China to promote its first-ever fashion show in mainland China. The brand crisis was further exacerbated by derogatory comments alleged to have been made by the cofounder, Stefano Gabbana, on Instagram. The failure of D&G to take swift action to quell the controversy triggered by the videos had resulted in cancellation of the Shanghai catwalk event and a public relations disaster. This case summarises the reputational damage caused by the crisis and initial marketing efforts made by D&G to rebuild its image in China from the end of 2018 up to May 2019. It is the third case of a three-part case series and should be used in conjunction with Case A (D&G's Marketing Missteps in China (A): How to Balance Fashion Brand Strategy and Cultural Sensitivity?) and Case B (D&G's marketing missteps in china (B)-The Deepening crisis).