How Can Dolce & Gabbana Change its Reputation after the Racism Marketing Video
DOI:
https://doi.org/10.54691/bcpbm.v31i.2585Keywords:
Dolce & Gabbana; racism; marketing strategy.Abstract
Dolce & Gabbana has lost a large portion of its Chinese market because of a marketing video that was considered racism. The sales of Dolce & Gabbana significantly decreased after the incident. In order to change people's impression of Dolce & Gabbana and save back the Chinese market, new marketing strategies should be implemented as soon as possible. This article discusses the influence that the explicit racism video caused on Dolce & Gabbana and the current condition of the company. At the end of the article, there are also some possible marketing strategies such as STEPPS suggested for the company to follow in order to improve its reputation and gain word-of-mouth.
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