Burberry, a well-known luxury brand, is currently facing a major crisis in China due to the backlash it is experiencing over its position on allegations of human rights abuses against Uighur Muslim minorities in the Xinjiang region. The brand has suffered the loss of two celebrity ambassadors, Zhou Dongyu and Song Weilong, who recently appeared in a Burberry film for the Chinese New Year. Furthermore, the popular Tencent-linked game “Honor of Kings” has removed Burberry skins for a character that the brand had just introduced.
The boycotts of several brands, including H&M, Nike, and Adidas, by Chinese consumers who oppose their stance on the situation in Xinjiang, have added to the challenges faced by Burberry. Losing its Chinese ambassadors is a significant blow to the brand, as China holds immense importance as a crucial market for luxury brands. Many luxury brands have actively engaged with Chinese consumers, and Burberry has gone the extra mile by live-streaming events, establishing a “luxury social” store in Shenzhen in collaboration with Tencent, and utilizing celebrity spokespeople to connect with Chinese consumers.
Despite Burberry’s announcement in October that it was suspending its use of cotton sourced from Xinjiang, the crisis has continued to escalate in recent days. This backlash coincides with the imposition of sanctions on China by the US, EU, UK, and Canada over allegations of human rights violations against Uighur Muslim minorities in Xinjiang.
To make matters worse, China’s foreign ministry has specifically targeted Britain by imposing sanctions on various entities and individuals accused of spreading “lies and disinformation” about Xinjiang. This action effectively restricts these entities and individuals from entering Chinese territory and prohibits Chinese citizens and institutions from engaging in business with them.
The situation poses a significant challenge for Burberry and underscores the escalating tensions between international brands and China. To navigate this crisis successfully and uphold a positive brand image, Burberry will need to thoroughly reassess its stance on Xinjiang and find ways to rebuild trust among Chinese consumers. This may necessitate greater transparency and concrete actions to address the concerns raised by consumers and the international community. Ultimately, Burberry’s response to this crisis will have long-term implications for its success in the Chinese market and its global reputation.
Useful links:
1. Financial Times: Burberry facing backlash in China over Xinjiang stance
2. BBC News: Burberry loses Chinese brand ambassador amid Xinjiang row
