Dolce and Gabbana Case Study
A globally recognized Italian fashion brand, Dolce & Gabbana (D&G) failed to manage the crisis which was originally started by a security guards taking action to prevent a Hong Kong People from taking photo outsides its store window. The security guard stated that that only Mainland Chinese or foreign tourists were allowed to take photos outside the store, which implied discrimination to the locals, it raised up the public anger of the Hong Kong people. This incident eventually ends up on international headlines and nearly one thousand locals protesting and harassing the shop.
Under this particular circumstance, D&G fails to give a timely response to the public and underestimated the power of media. The delayed first statement issued by D&G did not satisfy and was not accepted by Hong Kong people, further worsen the situation. The statement gives an impression of their insincerity that D&G is not willing to apologies and will not give further explanation to it. Also, Social media has accelerated the speed that information about a crisis can spread. D&G then failed to prevent the issue turning into an actual crisis. A timely response would show the respect and concerns of the company to the incident and their customers; it would helps to reduce the level of dissatisfaction and anger of Hong Kong people.
From the angle of public relation, taking action publicly before the disaster happens could minimize the negative impact on the company’s image. Good intention to fix the problem ( I m not sure what could I talk about under the public relation )
D&G could actually grab the chance in turning a crisis to an opportunity, the crisis management mantra of Lanny Davis1 is to “Tell it Early, Tell it All, Tell it Yourself”, following this mantra D&G could probably minimize the negative influence on their company. Firstly, D&G should take great interest in what happened, and demonstrate...
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