Luxury brands must show they are 'good Chinese citizens' after T-shirt territory anger, expert says
Customers walk past a Coach store at Shanghai New World Daimaru department store on August 12, 2019 in Shanghai, China.Western luxury labels will need to demonstrate that they are good Chinese citizens in the face of territorial sensitivities, according to an expert on branding in the region.when some Chinese social media stars canceled their endorsement deals after text on some of their T-shirts suggested that places such as Hong Kong are separate countries from mainland China.
But David Wolf, a partner at Allison + Partners who helps multinational companies expand into China, warned that apologies from the luxury brands may not be enough for Chinese people who have "deep patriotic pride."
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