This article is part of a Spotlight series on how brands can craft better culture-relevant marketing that resonates with consumers in a changing China. Read more
Despite the negative publicity Balenciaga received for its Qixi 2020 campaign, it feels as though the ‘misstep’ barely made a dent in the brand’s appeal. Balenciaga continues to enjoy tremendous success, with nearly a third of its business coming fro during the presales and sales in the weeks leading up to 11/11.