The latest partnership between Adidas and Gucci aims to evoke a sense of modern nostalgia by merging the sporting goods giant’s retro stripes with the silhouettes and quirky design ethos of the Italian fashion house.
The result is a mix of products ranging from a studded clog to colorful co-branded bags and accessories to high-end outerwear. One such accessory is an umbrella, which costs 990 euros in Europe and is almost 50 percent more expensive in China (11,100 yuan, about 1570 euros).
The article was heavily criticized on Weibo, the Chinese microblogging website. People there complained about the high price for the obviously low value. The problem? The Gucci website states that the umbrella should not be used in the rain as it is not waterproof and should only be used for decorative purposes or as sun protection.
A hashtag on the site, which translates to “collaboration umbrella sold for 11,100 yuan isn’t waterproof,” has racked up more than 140 million views so far, according to the BBC. One user wrote, “They steal your money, but give you a useless umbrella for it”.
On the waiting list
There is currently a waiting list for the parasol, as for all items in the collection, which will be available online and in selected stores from June 7th. Gucci quickly responded to the criticism, changing the product description to “parasol” instead of “umbrella” on its Chinese-language website.
For the French luxury fashion group Kering, it is the second time in a month that one of its brands has been criticized for its product selection. Last week, Balenciaga was criticized for selling a “destroyed” sneaker for 1,450 euros.
China remains key to the growth of luxury companies, and brands are coming under increasing scrutiny for the products they bring to market, particularly in terms of market-specific ranges. It is no longer possible to simply bring “any” product onto the market in China. While the demand for luxury is high, standards and awareness are also becoming more demanding.
As one user wrote on Weibo, this parasol is “a very big but useless fashion statement”.
This translated post previously appeared on FashionUnited.uk.