The fashion world and the Chinese were bemused after Italian luxury fashion brand, Dolce & Gabbana, cancelled a 300-model-strong runway show in Shanghai after a controversial ad campaign and some insensitive Instagram messages from co-founder Stefano Gabbana.
I believe we are aware that Asia is the largest and most populous of earth’s continents. So it’s no surprise that fashion brands are targeting Asia.
This week, Valentino staged Pre-Fall runway show in Tokyo which was a success as models strutted the runway full of red tulle gowns and designs celebrating Japanese culture. The delivery was epic and the designs were stunning.
By bringing their pre-collection activation to Japan, brands embellish a requisite part of their global marketing strategy while creating an opportunity to meet local partners and management in Asia’s most mature luxury market.
In other to avoid, Dolce and Gabanna’s controversy, it’s best for fashion brands who are targeting Asia to avoid stereotypical Asian themes but rather focus on appreciating the social progress and technological advancements. If not for the controversy, Dolce and Gabanna would have been targeting the world’s largest market, China.
