Symbolic Disruption and Brand Identity in Luxury: The ‘Made in China’ Backlash in the Digital Age

This article investigates the influence of social media on brand identity in the luxury sector, focusing on the 2025 reputational crisis triggered by revelations about Chinese manufacturing origins. Drawing on an interdisciplinary framework that combines marketing, crisis communication, social psychology, and digital sociology, the study examines consumer reactions on Weibo, Twitter, and Instagram, and their impact on brand perception. Through sentiment analysis, financial data from LVMH, Prada, and Kering, and digital discourse monitoring, the research assesses the magnitude and dynamics of the backlash. Findings reveal a significant decline in stock value, consumer trust, and sentiment polarity, despite diverse brand response strategies. Ultimately, the study highlights the persistent tension between artisanal heritage and globalized production, raising critical questions about transparency, authenticity, and narrative coherence in the management of luxury brands in the digital era.