LONDON — The impact of Dolce & Gabbana’s disastrous trip to China last year could be on the wane, with the Italian brand making it back into Lyst’s Top 20 Hottest Brands ranking for the first quarter.
The global fashion search platform revealed Thursday that the brand moved up six places in its latest ranking for the first quarter of the year. Lyst’s previous index report, for the fourth quarter of 2018, saw the brand drop to number 21, following an intense backlash from celebrities, retailers and consumers after a series of cultural gaffes by the house.
In the first quarter, Dolce & Gabbana, which apologized for offending the Chinese, bounced up to 15.
Many predicted the scandal would impact Dolce & Gabbana’s sales, as retailers such as Lane Crawford, Luisa via Roma and Rinascente immediately dropped the brand from their racks and shelves. Based on the latest index, Lyst pointed out that moments of brand turbulence “don’t necessarily dent” consumer demand.
“While big brand moments certainly shape the data (we see spikes from product launches, marketing campaigns and viral social moments), these don’t always affect the baseline of global customer demand for that designer,” said Katy Lubin, vice president of communications at Lyst. “While it seems
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