European Luxury Faces Backlash in China as Consumers Demand Respect and Fairness

European luxury giants such as Dior, Louis Vuitton, and Hermès are finding themselves in hot water in China, as growing public criticism and media scrutiny put pressure on these global fashion houses to address concerns over pricing, cultural sensitivity, and brand ethics.

Once celebrated by China’s rising middle class, these labels are now being called out for what many Chinese consumers see as double standards. From significantly higher prices in China compared to Europe, to fashion campaigns that appear culturally tone-deaf, the tide is turning against Western luxury’s untouchable status in the East.

State-affiliated news outlets and social media influencers alike have voiced frustration over what they describe as “disrespectful marketing” and a “dismissive attitude” toward Chinese buyers. Recent campaigns themed around Lunar New Year were met with mockery online, with netizens accusing brands like Louis Vuitton and Dior of using clichéd symbols with little understanding of Chinese culture.

Moreover, consumers are questioning why products sold in China are often priced 20% to 40% higher than the same items in Europe. A viral video on Douyin (China’s TikTok) showed a shopper comparing a Hermès bag priced at €8,000 in Paris being sold for over ¥85,000 in Shanghai—prompting debates about luxury “price discrimination.”

Beyond pricing and image issues, customer service complaints have also made headlines, with Chinese customers reporting subpar after-sales support and delays in refunds or repairs.

The backlash is unfolding at a time when China is actively promoting its domestic brands and encouraging consumers to support homegrown labels. Local designers and upscale Chinese brands like Neiwai, Icicle, and Bosideng are benefiting from a shift in sentiment, offering products that blend modern style with authentic cultural roots.

Experts suggest this growing discontent isn’t just about fashion—it reflects a broader pushback against Western dominance and a rising confidence in Chinese identity. For European brands, the message is clear: adapt and engage meaningfully with Chinese culture and values, or risk losing ground in one of the world’s most influential luxury markets.

With consumer power rising and national pride surging, the era of Western luxury brands coasting on reputation alone in China may be coming to an end.