Jingjing Ma
Aug 15, 2019

Geography lessons: Brands keep failing an easy China test

As more brands, including Versace, Coach and CK, suffer consumer ire over geographical gaffes in China, analysts say the events underscore the need to get serious about China-centric strategy.

A Versace t-shirt caused offence

In recent days, luxury brands including Coach, Versace, Givenchy and Swarovski, as well as footwear brand Asics, have faced backlash from Chinese internet users due to t-shirts and website maps that have listed Hong Kong, Macau or Taiwan as separate countries.

The fallout is undeniable Celebrity brand ambassadors cutting ties with brands. Recalled products. Social-media apologies. And a reputation dent that will endure for who knows how long.

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