‘National Pride Marketing’ Is High-Risk, High-Reward

While China has proved to be tricky terrain for many fashion and beauty brands this year, some are finding it harder than others.

Adidas chief executive Kasper Rorsted recently told news outlet Handelsblatt Business Daily that the sportswear giant’s sales and profit targets up to 2025 could be hit by further crises in China, where backlash to the brand’s stance on Xinjiang cotton, alongside supply chain disruptions and dampened demand due…