Burberry, a renowned luxury fashion brand recognized for its timeless trench coats and signature check pattern, faced backlash in China for its recent Lunar New Year campaign. The campaign, featuring actresses Zhao Wei and Zhou Dongyu, was centered around the theme of “togetherness” and family, which is traditionally celebrated during the Chinese New Year. However, the campaign received criticism from some Chinese internet users who found it to be disturbing and lacking in festive spirit.
This incident highlights the delicate nature of marketing in the Chinese market, especially following the controversy surrounding Dolce & Gabbana’s marketing misstep. Burberry’s attempt to navigate local customs and sensitivities seemed to have missed the mark, with social media users comparing the campaign to a horror movie and questioning its lack of joy.
Despite the mixed reactions, the campaign did generate significant attention and sparked discussions about the brand. While some Chinese consumers appreciated Burberry’s nod to Chinese traditions and authenticity, others expressed disappointment over the campaign’s somber tone. The brand managed to avoid major controversy by not disrespecting Chinese culture, unlike some past incidents involving luxury brands.
In the competitive world of luxury fashion, where brands vie for global recognition, understanding and respecting cultural differences are crucial. Burberry’s Lunar New Year campaign serves as a valuable lesson in the importance of cultural sensitivity and adaptation. Moving forward, the brand must strike a balance between honoring tradition and embracing modernity to succeed in the dynamic and diverse Chinese market.
For more information on cultural marketing strategies in China, check out this Business of Fashion article. Additionally, to learn about the evolving luxury market in China, read this Jing Daily publication.
