Burberry Also Provoked Controversy After The New Year'S Commercials.

A product released by the British brand Burberry in London Fashion Week has been criticized. In the autumn and winter series of the brand, a cordage sweater with ropes is accused of beautifying suicide and lynching.

The topic was detonated by the model Liz Kennedy. She published the picture and text in instagram, saying suicide is not a fashion. It is neither attractive nor avant-garde.

It is also pointed out that such a design should not be aimed at young people's stage, especially in the environment of increasing suicide rate worldwide, and large brands such as Burberry should not ignore the direct similarity between them.

Liz Kennedy also said that as a Burberry model, she was very dislike, although the brokerage firm said the model himself was not required to wear the product.

Liz Kennedy said that when it tried to negotiate with a brand related person, he was told that he needed to make a written application. Although he had a brief communication with him at last, the content of the conversation only referred to "this is fashion, not caring about your personal life, all you know is fine."

After the instagram exposure, Burberry and its creative director Riccardo Tisci were criticized.

Finally, Riccardo Tisci and British brand CEO Marco Gobbetti both issued an apology statement, which was also removed from the autumn and winter series.

Riccardo Tisci said that the inspiration of this product in the Tempest series came from navigation, but admitted that it was not sensitive enough. Marco Gobbetti said it was deeply apologetic about the pain involved.

As an old British luxury goods group, Burberry Group PLC (BRBY.L) bobury has been running far away from rival Louis Vuitton Louis Weedon and Gucci Gucci in the past five years. The group has also experienced all the changes in core management.

The interim results released at the end of January showed that the Boboli group achieved a retail income of 711 million pounds in the three quarter ended December 29, 2018, a decrease of 1.1% from the previous year's 719 million and a 2% reduction in the fixed exchange rate.

Same store sales recorded a growth of 1%, less than 2% of market expectations, or 3% of the one or two quarter.

The management did not provide specific data for each market. It only pointed out that the Asia Pacific region benefited from the median digit growth in the mainland of China. Tourist consumption of EMEIA increased and the trend of American passenger flow was weak.

Although Burberry has been trying to curry favor with Chinese consumers, including becoming the only traditional luxury brand to enter Tmall Tmall.com, and for the first time in 2019, it has taken an advertising blockbuster for Chinese Lunar New Year.

However, like the "suicide shirt" incident, the British blockbuster Chinese Blockbuster has been widely discussed in social media, and has been ridiculed by most Chinese netizens.

In early January, Burberry released the theme of Chinese Spring Festival advertisement. The new advertisement of the brand ambassador Zhao Wei and Dongyu Zhou conveys the theme of "Reunion" in the Chinese lunar calendar. The advertisement is presented in the form of a family portrait in an informal urban environment.

In the commercials, Zhao Wei and Dongyu Zhou suspected to play the role of sisters. The arrangement of the characters was an old "family planning" discussion. They failed to comprehend the brand new "two child" policy. Although the relationship between the characters tried to show family happiness, the expression of the characters was still very "British".

The whole advertising creativity is undoubtedly trying to cater to the Chinese market, but the effect is obviously not ideal. After the exposure of the commercials, the social media in China has caused mixed comments. Only the two stars' "fans of flow" try hard to maintain the image of Zhao Wei and Dongyu Zhou.

Burberry's "suicide shirt" incident once again shows that in the age of social media, fashion brands must be more sensitive to prevent the other side of the double-edged sword as a weapon of communication. At any time, they will hurt themselves. Before that, Gucci and Prada were both involved in the production of related products on suspicion of racism and issued an apology statement.

At the beginning of February, a Gucci Gucci sweater product was alleged to be racially discriminatory. The product currently priced at $890 has been removed from the website, and the brand has also issued an apology.

The lapel design of the 2018 autumn and winter new sweater can cover the lower part of the face, and the design of the exposed lip is the problem. The contour of the big red lips is referred to as racial discrimination.

Gucci expressed "deep apology" in the apology statement for the offense caused by the product, and indicated that the brand identity diversity is the basic value, should be fully supported and respected, and put this value in the priority of any decision of the brand, and this event has taught the whole team of the brand a profound lesson.

At the end of last year, Prada Prada, the brand name of Italy, was accused of racial discrimination and triggered protests in social media. Prada decided to stop selling a monkey face toy in Pradamalia series and apologize to the offender.

Meanwhile, protests in China's social media have led to another Italy brand Dolce & Gabbana Du Gabbana's first appearance in the Chinese market, which has attracted global attention and has become one of the biggest news of fashion industry in 2018.

Author: Flower broken