Adored and adorned across the globe, high-end fashion is an industry that has made impressive strides in cross-cultural marketing. From celebrating classic cultural designs to highlighting eccentric innovation, haute couture brands like Dolce & Gabbana are able to traverse borders and oceans to appeal to an increasingly international consumer-base.
However with any global business, blunders become an inevitability when cross-cultural sensitivities are not respected – exactly what the Italian luxury brand did towards the end of 2018, and it left their sales figures reeling and their Chinese fans infuriated. What sort of precautions do marketers need to heed when considering cross-cultural marketing? Join Wordsmith to take a closer look…Read More