By Danielle Long

Western brands risk alienating China’s young, modern consumers with campaigns that miss the mark culturally and play to Western clichés of the country, according to marketing experts.

Fashion house Dolce & Gabbana recently became the latest international brand to offend China’s vocal netizens with a social media campaign, which was deemed “offensive” and “tone-deaf”.

The ironically named D&G Loves China campaign aimed to promote the brand’s first fashion show in Beijing, by featuring Dolce & Gabbana-clad models posing among locals and tourists in Beijing tourist spots, such as historic hutongs, Tiananmen Square and The Great Wall.

The campaign was met with Read full story ›

Source: The Drum