Lindsay Hong
Dec 7, 2018

Localisation: The line between respect and offence

As the recent Dolce & Gabbana debacle shows, some brands still struggle to localise in ways that are culturally appropriate.

L-R: Dolce & Gabbana failed spectacularly; Timberland got it right

At the beginning of this year, Bain’s 2017 China Luxury Market report told us that brands were planning to aggressively increase their spend on digital marketing in China, having it make up to 50% of their marketing mix. DG might have gotten the memo, deciding to support the run-up to its Shanghai show with its DG Loves China video campaign, but the resulting debacle shows just how wrong some brands can get it.

...

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
cs@haymarket.asia
or call+852 2122 5227

Membership

Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +852 2122 5227
or email subscriptions@campaignasia.com

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
Nike China pulls shoe line after designer supports HK protests
Premium
2 hours ago

Nike China pulls shoe line after designer supports ...

The US sports brand has reportedly nixed a limited edition line of shoes by the Japanese design brand Undercover in China following an Instagram post that sparked controversy.

Premium
Kobe Bryant is still the MVP in China, and other learnings from Sport Focus
Premium
3 hours ago

Kobe Bryant is still the MVP in China, and other ...

Attendees at yesterday's event in Shanghai heard advice from the NFL, La Liga, PepsiCo, Mailman Group, and the Drone Racing League, among others.

Premium
Industry against the clock in shifting TV investment online
Premium
8 hours ago

Industry against the clock in shifting TV investment...

In such a fast-moving media ecosystem, the industry cannot afford to continue to trail behind consumer shifts, warns The Trade Desk.