Gucci and Adidas, two of the most popular fashion houses that are known for dominating the sportswear arena, recently launched a costly umbrella in the Chinese market and received a lot of social media flak. Costing US$ 1,664, this umbrella failed to protect people from the rain.
Gucci's website
never claimed that the umbrella, which is a part of the Adidas x Gucci line,
would save anyone from the rain. According to the official Gucci website,
"Part of the Adidas x Gucci line, this sun umbrella includes the
Interlocking G and Trefoil design." The Web contrasts with the three white
stripes. The GG emblem blends with the trefoil.
Having a carved
birch-wood handle, green and red webs, and a G-shaped handle, the umbrella is not
waterproof and can be used only for sun protection or decorative purposes.
Gucci added, "Please note, this item is not waterproof and is meant for
sun protection or decorative use."
The Design
The umbrella is
made in Italy and drew inspiration from the 80s and 90s. The Gucci website
explained the design of the website in detail. It reads- "Emblematic House's
motifs mix with those of the historic sportswear brand Adidas resulting in a
series of hybrid links." Focusing on describing the print, the website
says. "The Web juxtaposes with the three white stripes, and the GG
monogram combines with the trefoil." It has a carved birch-wood handle and
includes eight ribs." Read more about the umbrella here.
Going Viral
The umbrella
went viral on social media, and many people asked why an umbrella that can't
even protect from the rain was being sold at such a high price. A hashtag on
Weibo that translates to "the collaboration umbrella being sold for 11,100
yuan is not waterproof" has already got over 140 million views on Weibo, a
platform not so different from Twitter.
The Reactions
Though the
umbrella garnered many online comments, some of them are mentioned here. One
social media user called the parasol "a very big but useless fashion
statement." Another said, "As long as I'm poor, they won't be able to
trick me into paying for this."
Some social
media users highlighted why the umbrella might still be appealing. One user
wrote, "Those who are willing to pay use luxury goods to show what they
are worth. They don't care about practicality."
The Lucrative
Market
China is a lucrative
market for leading luxury brands. According to research by a renowned
consulting firm, Bain & Co., China might become the world's largest luxury
market by 2025 as the demand is constantly growing. Only last year, the country's
sales of luxury goods increased by 36%.
Things are
changing since Chinese
President Xi Jinping's "common prosperity" campaign triggered a
backlash against excess. There is a rise in criticism of luxury brands. It has
been reported that Western brands have been struggling in China due to growing
support for local companies and the boycott of other brands.
Sources:
https://news.abplive.com/trending/umbrellas-waterproof-gucci-adidas-sell-1644-dollars-leaky-sun-umbrella-backlash-social-media-viral-china-outcry-sportswear-brand-twitter-1532519
https://indianexpress.com/article/trending/trending-globally/gucci-x-adidas-sell-1644-umbrella-that-isnt-waterproof-7925605/
https://www.bbc.com/news/business-61503469