LOEWE Striped Suit Was Named "Connotation" Implied By The Brand Design Of The Lower Shelf.

A few days ago, LVMH's popular brand LOEWE was controversial because of a striped jacket and trousers suit, which was too similar to "prison clothes" by netizens. The design still pays tribute to the special capsule series of British pottery artists. A jacket sells for up to 950 dollars (about 6700 yuan). LOEWE immediately put the product off the shelves and made an apology.

In fact, the design of clothing brand will encounter the risk of "connotations" from time to time, some of which are deliberately meant for it, others are caused by ignorance of some cultural history. Industry experts said that if a continuous "connotation" similar to cultural background events, whether intentional, have a negative impact on the reputation of the brand, and may lose the trust of some market consumer groups.

In fact, it is not uncommon for luxury brands to make mistakes like "cultural knowledge" and touch the political high voltage line. In the Chinese market, the worst and worst character is the "dujiaba" incident last year.

In November 2018, Italy's luxury brand dujibana released a video about racial discrimination and sex discrimination. Chinese netizens communicated with the founder of ins and Du Gabbana, who was unmoved by the founders and issued a series of remarks that discriminated against China.

Subsequently, the Shanghai D&G brand show was boycotted by Chinese stars. The Chinese people also issued a boycott of the D&G declaration. China's head business platform Jingdong, Tmall, Suning, vip.com, NetEase koala, ocean pier and Xiaohong book and so on almost all D&G related products.

According to dujiapa's latest 2018 fiscal year report, from early April 2018 to the end of March 2019, dujiapa's Asia Pacific region accounted for 22% of the previous year's 25%. In contrast to the 329 million euro of dujibana in fiscal year 2017, and 304 million euros in fiscal year 2018, we can see that the performance dropped by 7.7% over the same period. At the same time, there is no data report on China's market performance in the earnings report.

In addition to dujibana, the major luxury goods rollover this year is Versace, Givenchy, light luxury brand, and so on. In August 10, 2019, Italy luxury brand Versace, a netizen who broke out eight of the red blood, designed a white short sleeved city with the corresponding countries, which listed China's Hongkong and Macao as the state, triggering the indignation of the Chinese people.

In August 12, 2019, the American luxury brand, Disney, was exposed to a number of city and country names on the back of a T-shirt combined with the United Kingdom. The Hongkong and Macao were independently listed as a block and tied to the names of China, the United States and other countries.

In the same period, some netizens broke out the brand name T-shirt of international luxury brand Givenchy, listed Hongkong and Taiwan as the state. After a series of "carelessness" events, the above brands are facing the accusations of Chinese netizens and the collective rescission of Chinese artists.

In response to this, Yang Zhenghua, a former Yang lion advertising Shanghai and Guangzhou CEO, said in an interview with the Beijing Commercial Daily reporter that "nationality and politics are the biggest high-voltage lines for brand communication and marketing. Designers can touch them without touching them. They are not close to each other because they will become the easiest and most fatal blow."

"Moreover, for a world-class brand, understanding and respecting the history, culture and politics of different countries should be a compulsory course." He said frankly that any arrogant marketing with cultural superiority is chronic suicide and one day it will roll over.

But there are also people in the industry who say that in addition to having a principled problem, they should be criticized. "From a subjective point of view, not all designers are deliberate, but some people who ignore cultural differences are the feelings of minority groups and specific groups." She concluded that before judging the nature of the incident, concrete cases should be analyzed in detail.

However, in regard to Luo Yi Wei's "prison suit incident", Yang Zhenghua said bluntly: "the stripes are easy to turn into a sick clothing or a prison uniform with a suit, which was mentioned in the fashion documentary before a long time ago.