Wednesday, January 8, 2020
Assignment Case Study DG - 1277 Words
GE2231 Case Study What Luxury Brands Should Learn From Dolce amp; Gabbana s Hong Kong PR Disaster One of the biggest stories of this past weekend in Hong Kong was a massive, Facebook-organized protest of the Italian fashion house Dolce amp; Gabbana, after a security guard prevented locals from taking photographs outside of its flagship store in Tsim Sha Tsui. Checking into the story, a photographer from the Apple Daily reported on January 5, 2012 that he was told by a security guard that only mainland Chinese or foreign tourists were allowed to take photos outside the store, with another guard allegedly threatening to break his camera. Within hours, the story had set off a firestorm of criticism in the city, with angry Hong Kong†¦show more content†¦The brand’s overt focus on the mainland China market in recent months  it plans to open around 30 stores in the country within the next two to three years  and perceived kowtowing to wealthy mainland Chinese tourists at its Hong Kong locations has become a simmering issue in the former British colony, and this most recent incident has only made the situation worse. So what can luxury brands learn from the (ongoing) Damp;G saga in Hong Kong? First off, despite the importance of Hong Kong as a key market to benefit from growing mainland Chinese tourism, being perceived as â€Å"playing favorites†to the detriment of locals should be avoided at all costs. Recently, racy photo-spreads in Beijing and rosy talk of their love for cities like Shanghai and Hangzhou by owners Domenico Dolce and Stefano Gabbana, and rumors in the Hong Kong press about mainland Chinese officials throwing their influence around at luxury boutiques only serves to stir the pot further. Another important thing for brands to remember in Hong Kong is that the city’s more open press and Internet vis-a-vis the Mainland, and wide rate of English-language fluency, allows for PR issues to spread (arguably) more quickly and (certainly) more globally than they wouldShow MoreRelatedCase Study 2: Southwestern University a (Pp. 94-95).1037 Words  | 5 PagesOperations Analysis Week 7 Case Study 2: Southwestern University A (pp. 94-95). 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