Other symbols, images, and phrases referring to this era are also implemented on the designs of the brand’s t-shirt collection. E.g. phrases like “SIEG HEIL” and “NAZI GOLD” printed on white and black t-shirts.

Misconceptions of the Nazi era are made by the youth in China from time to time. We’ve already observed this phenomenon last year at various youth events. This is due to the emphasis of disciplinary, superiority, and sovereignty.

Trends of clothing wear expressing power and discipline are on the rise in China. We have been amazed by innocent youth proudly freewheeling the streets with their ironed-on swastika patched to their attire. As innocent as their consumers, we presume, the concept of the SURVEILLANCE tee collection had no intention of instigating the idea of racism. Apart from the fact that these claims can be found in Chinese MILK magazine, it is interesting to see youngsters wearing this fashion.

This indicates a loneliness faced by China’s youth, a strong longing for guidance. They have been taught to follow and to function according to the role models appointed by their surroundings. Once they’ve left home and school, they have no one to follow. It is reported that a total of 40 million members have resigned from the CCP (Chinese Communist Party), and the numbers keep rising everyday. Many university professors and parents are unable to cope with the new generation and their changing needs.

Students wearing the swastika are one example that reflects the need for guidance. This is not only a governmental challenge, but also a strategic approach for brand management. In China, it is crucial for brands to make sense, to provide something spiritual. By that, they need to stand out through clear and consistent communication and design. In a society that is changing each day, brands may have the chance to become lighthouses, guiding its consumers into a new era.

This is not only a great opportunity, but also, a responsibility. Brand management in China requires a diligent plan to cope with the power of brands.