How Can Dolce & Gabbana Change its Reputation after the Racism Marketing Video

Leran Li
2022 BCP Business & Management  
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
more » ... 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.
doi:10.54691/bcpbm.v31i.2585 fatcat:il2ygloew5fbfb6yesax2pqkza