In 2016, China’s government began requiring internet giants to offer goods that were deemed not “culturally relevant” in their markets.
In 2018, the government decided to ban products with “Western tastes” such as clothes, shoes, and jewellery.
The ban has caused a backlash, with many Chinese internet companies saying they have struggled to find the materials that are culturally appropriate in their marketplaces.
But for brands such as Gucci, which is based in Shanghai, it has not been a problem.
The company says its fashion department has a “significant presence” in China, where it sells millions of items a year.
So, it is not surprising that the company’s products have made it into many other countries.
But its experience is a cautionary tale.
“I think that many Chinese brands have a tendency to try to fit into certain categories of Chinese culture,” says Ms Rong.
“If they want to expand into another country, they need to work with the local authorities.”
“We need to think about the consumer.
We have to make sure that our customers are happy, that they are satisfied with their purchase, that their money is well spent.”
Ms Roussakis adds: “When I buy Gucci clothes, they have to be Chinese and they have a cultural connection.
If we make sure they are not culturally insensitive, we can win them over.”