The Gucci Experience Goes Up In Smoke

The New York Times: “On Java Road in Hong Kong, a new pair of brown leather Gucci loafers, lovingly wrapped in cellophane, hangs from a storefront — the deal of a lifetime at less than $3. Just not this lifetime. The shoes are paper replicas, meant to be burned as offerings to relatives who have died — a modern twist on an old Chinese custom … But the Gucci handbags and shoes that grandmother may have cooed over when she was among the living now appear to be out of her ethereal reach.”

“It seems Gucci’s zeal to protect its brand extends into the hereafter. Last week, its parent company … sent a letter to six local stores that sell the paper offerings, telling them to stop selling replicas of Gucci products because they were using its famous trademark.” However, a Hong Kong law professor “said Gucci would have a difficult time” making its case. “To successfully sue for trademark infringement … a company has to demonstrate that people confuse the cardboard replicas with real Gucci products, which is highly unlikely.”

“The shopkeepers lament what they see as the absurdity of it all. Their target market — the dead — does not appear to intersect with the well-heeled, or aspiring-to-be wealthy, living and breathing Gucci customers who frequent the outlet’s shops in Hong Kong, one of the company’s top markets. ‘Our customers are totally different,’ said one shopkeeper … ‘They burn these things to send to the spirits’ … Jing Zhang, fashion editor for The South China Morning Post, wrote: ‘The symbolism of a global, multibillion-dollar luxury company ‘warning’ perhaps some of the poorest retailers in the city over items that could not ever be taken for the real thing just seems a little bullying’.”

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