Gucci apologizes over letters about funeral knock-offs

Italian luxury-goods maker Gucci and its parent company apologized Friday after drawing heavy criticism for warning some Hong Kong shops not to sell paper offerings for the deceased that resembled the fashion brand’s handbags and other products.

The apology was prompted after the warning letters had attracted amusement and scorn on social media in Hong Kong, with one resident joking: "Does Gucci want to open branches in the underworld?"

The brand and its Paris-based owner, Kering, also said in a statement that they regretted any misunderstanding caused by the letters, which were sent to six shops last month.

After meeting with the shop owners, "Kering and Gucci would like to reiterate their utmost respect with regards to the funeral context," the statement said.

The companies also said that since the shops did not intend to infringe copyright and trademark rights, they would not pursue legal action or seek compensation.

Burning paper offerings for the deceased is a common practice in Chinese culture, and is meant to appease the dead and show filial piety. The offerings are normally burned during the Hungry Ghost Festival, and Qingming, or tomb-sweeping day.

Specialty shops near funeral homes sell an array of paper offerings, including bundles of "hell money," mansions, iPhones, cars, cigarettes and designer handbags, cans of beer and soda, mahjong tables and dogs and cats. It is believed that when a paper version is burned, it will appear in the afterlife for the deceased to "use".

Gucci operates 11 boutiques in Hong Kong and is one of the brands most coveted by shoppers, including many visiting from the Chinese mainland, where luxury goods are more expensive because of higher taxes.