D&G’s Marketing Missteps in China (A): How to Balance Fashion Brand Strategy and Cultural Sensitivity? By: Kineta Hung, Mary Ho

The Dolce and Gabbana case outlines a cultural misunderstanding that devastated D&G’s reputation in China.

In this case study, the goal is for you to write precisely, connect evidence precisely, and justify your conclusions. However, our approach will be similar to the Disney case.  Instead of identifying a root cause problem, you will examine the case to answer questions.  After you have submitted your response, provide thoughtful comments on one peer’s submission.

Explore Three Questions

1. On page 3, the case lists several reasons why many Chinese took offense to the video (chopsticks, narrow eyes, male voice, sexist overtones, etc.)  Please choose one of these aspects and do informal research online to learn more about the issue.   Then, answer these questions:
   1. 1. Describe D&G’s strategic goal in releasing the videos (1 or 2 sentences).
      2. Describe one culturally offensive aspect of the video and its significance from a Chinese cultural perspective.  Cite your 2 + research sources. (1/3 to 1/2 page).  
      3. Explain why many Chinese took offense to the issue. (A few sentences)
2. Knowing D&G’s goals and Chinese culture (from your research), how would you advise D&G to fix the video to make it culturally appropriate? Please justify your answer.  (In this question, you are limited to fixing the one issue you addressed above).  (1/4 to 1/3 page)
3. Is there anything else (not in the case) about the video that might offend potential customers (Chinese or otherwise)? Please justify your response whether you believe there is or is not additional offensive material.  (1/3 to 1/2 page)

• Name in the upper left corner of the document.
• 12 pt. font, single-spaced. 
• Use bold headers to introduce each question (three total)
• Max pages:  use the guidelines in the instructions.
• Must be a Microsoft Word document (.docx).
• Must be your original work – no AI can be used EXCEPT to generate research leads.

Grading Criteria

• Strength of your justifications (why or why not?)
• Clear, concise, and correct writing and citations.
• Formatting.
• Thoughtfulness of responses.
• Does a peer review and provides thoughtful comments.