A post mocking the luxury item has gone viral on the Chinese social media platform Weibo. The commentary on the so-called rain screen has been read more than a hundred million times.
No umbrella but umbrella
The two big brands themselves do not understand the fuss. According to them, it is a ‘fashionable parasol’ and not an umbrella. So no problem that it is not completely waterproof, for that price. Incidentally, the ‘umbrella’ in China was first classified as an umbrella, but that was later modified.
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China is an important market for many western companies with a growing middle class, especially for luxury brands such as Gucci.
Luxury products have recently been viewed more critically in the communist country as President Xi Jinping has launched a campaign that focuses on ‘common prosperity’. More generally, Western companies are struggling with the growing nationalism in China, which is more likely to favor Chinese companies.
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