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Balenciaga: Incident in Paris, Boycott in China
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Author(s): Pengqi Wang (Beijing Normal University-Hong Kong Baptist University United International College, China)
Copyright: 2023
Pages: 17
Source title:
Cases on Social Justice in China and Perspectives on Chinese Brands
Source Author(s)/Editor(s): Youssef Elhaoussine (Beijing Normal University-Hong Kong Baptist University United International College, China)and Lulu Wang (Business Advantage Consulting, China)
DOI: 10.4018/978-1-6684-4955-4.ch005
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Abstract
Balenciaga, a famous luxury brand, was heavily criticized and boycotted by Chinese netizens after mishandling a queue cut incident in a famous French department store in Paris, involving Chinese customers and local staff. The incident caused an uproar on Chinese social media and generated more than 20 million views on Weibo (a famous Chinese social media platform) within two days. Chinese consumers defined the incident as racial discrimination and spontaneously launched a boycott campaign against Balenciaga. This chapter will mainly focus on public opinions and official responses from all parties, analyze the causes and consequences of this incident, and explain how Balenciaga manages to overcome this public relations crisis.
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