Boycott Du Gabbana Is Losing The First Tier Of Luxury Brands.

It is noteworthy that the brand was forced to cancel the Shanghai show last year because of the "insult to China Incident" and was strongly condemned and boycotted by Chinese consumers. Dujibana Dolce&Gabbana expects sales in the Chinese market in the 2020 fiscal year will continue to decline.

There is no doubt that Chinese consumers have long been one of the most important forces in the luxury consumer market. McKinsey's latest report shows that Chinese luxury consumers spend more than 500 billion yuan per year, accounting for nearly 1/3 of the global luxury goods market. If we follow the dialogues of Stefano Gabbana in Instagram, then he thinks that "brand loss can still develop well in China market" is too confident.

After the incident of insulting China, not only did the expensive Shanghai grand show be cancelled, the star boycott and the cancellation agreement of the Asia Pacific ambassador Di Ali Gerba and Wang Junkai, as of November 22nd last year, Tmall, Jingdong, suning.com, NetEase koala, vip.com, No. 1 store, ocean pier, Xiaohong book and temple library and other platforms have not been able to search for D&G related products and contents. Subsequently, the world's largest luxury electric business Yoox Net-a-Porter group also said that the D&G products from its Net-a-Porter, Mr.Porter and Yoox three platforms removed.

In fact, D&G has been worrying about the luxury market in recent years, and it is gradually losing its status as the first tier of luxury brands in the world. In the list of the 50 most valuable Italy brands in 2017, Brand Finance, the famous British brand assessment agency, ranked only thirty-fourth in the list of "most valuable brands in the year of 2018," and was nowhere in the list of the ten largest luxury brands in 2018. In the 12 months ended March 31st this year, the income of the brand was basically unchanged from the previous year, and it recorded 1 billion 290 million euros, and the profit before interest tax depreciation and amortization fell 7.1% to 156 million euros.

Although D&G ranked the twentieth in the world's most popular Lyst ranking this year, it is clear that this has not alleviated the pressure on the Chinese market after the insult. This means that the image of Dolce & Gabbana in the eyes of Chinese consumers has not yet been reversed.