The sites of the e-commerce giant Ynap driven by Federico Marchetti have suspended sales of Dolce & Gabbana, after the media storm, the 20 million euro performance organized by the designers in Shanghai has been cancelled. The suspension has extended to additional major e-commerce platforms of China including Tmall (group Alibaba), JD.com, xiaohongshu e Secoo that since Wednesday, the day of the scandal, have removed the maison's products from their sites.
The Chinese market would represent around 30/35% of the sales of the maison, which has around 50 boutiques in the country. On the day before Black Friday, the fashion house had organized a fashion show-event which it then had to cancel. The case began on Saturday with the release on Weibo of three promotional videos, in which a young Chinese woman eats pizza, spaghetti and cannolo with traditional chopsticks, while a male background voice gives advice on what and how to do in an ironic way in front of her clumsy attempts.
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As if that weren't enough, Dolce & Gabbana's physical stores in Beijing and Shanghai are manned by policemen to avoid possible problems: on social networks, many have proposed sabotaging the company and others have published videos in which they destroyed the brand's clothes, li they burned and used them to clean the floors. Therefore, after this boycott, the Italian brand canceled the show at the last minute.
The maxi show (mix of fashion show and performance) was supposed to stage around 500 looks, of which 360 worn by the models and 40 by local celebrities, together with 120 of the performers who were supposed to perform on a stage of over 800 square meters surrounded from 5 square meters of LEDs in the spaces of the Shanghai Expo center.
It is not known what the consequences will be on the accounts of the Italian brand, which closed in 2017 with a turnover of 1,3 billion euros. China is considered a key market: second Bain&Company Chinese buyers account for 33% of world purchases, this share will probably reach 2025% in 46.
