After Dolce & Gabbana’s recent video controversy, Burberry is now facing backlash in China for its new promotional campaign. The luxury brand’s visual for Chinese New Year has received criticism for its ill-conceived reinterpretation of the important traditional celebration. The chosen visual, captured by photographer Ethan James Green and featuring Chinese ambassadors Zhou Dongyu and Vicky Zhao, depicts a multi-generational Chinese family gathering around a matriarchal figure. However, the atmosphere portrayed in the image is eerie and goes against the joy and happiness typically associated with the festive occasion.
Instead of creating a sense of familial bonds, the campaign has divided opinions. Social media platforms, particularly Weibo, have been flooded with over 74,000 comments using the hashtag #BurberryChineseNewYear. Many internet users criticize the brand for its inappropriate and disrespectful portrayal of Chinese traditions, accusing the company of lacking cultural understanding.
Burberry must be cautious not to miss out on the lucrative opportunity of Chinese New Year. According to statistics from ChannelAdvisor, luxury product sales generated over $146 million during the holiday in 2018. Last year, the brand faced global controversy when it was revealed that they had destroyed unsold pieces worth 30 million euros. Now, they must navigate this criticism and ensure they respect the cultural values of their Chinese consumers.
Links:
1. https://jingsourcing.com
2. https://jingdaily.com
