Culture in Communication: Dolce & Gabbana’s Chopsticks Backlash

Abstract

This case study aims to analyse insulation case with Dolce & Gabbana “Chopsticks video campaign” and identify three main problems that could be applied with branding luxury concepts so that produces practical recommendations to help Dolce & Gabbana restore its brand image and reputation among society. Distribution on social media theory could be the first concept applied in this case based on the concept explains the relationship between social media usage and luxury branding products online distribution. Three videos about Dolce & Gabbana’s chopsticks video were posted on Twitter and Instagram with millions of clicks that helps to spread its racist theory to international market effectively and all of Chinese celebrities reject its Fashion Show in Shanghai and terminated contracts with Dolce & Gabbana. The second concept is identified as culture assumption decision would influence luxury brand’s perception such as totally misunderstanding Asian culture and put it to video campaign that forces luxury brand turn into negative brand reputation such as making businesses by supporting racist theory. The last concept is identified as communication chain and PR consequences with luxury branding. According to successful works of spreading Dolce & Gabbana video via social media channel, the worst results were received based on misunderstanding Asian culture as topic of video campaign.