Fashion Marketing & Management 1

I had difficult time trying to pick a front cover and the entire theme for my brand report. Initially, I wanted to use a black background as I find that I work well with a darker background. I was also considering using a rose or flower themed background as it represents D&G. I later on tried to change the background by lowering the saturation, changing the red rose colour to a more darker Burgundy colour so it wouldn't stand out too much. For layout, I tried to make the back of the picture blurred by using Gaussian Blur Tool at 7.0 and then added lines around it to add Moree details. It was quite hard place other pictures onto a flower background because each image I've used had a different theme and colour, therefore it didn't match well; there was too much going on. In the end, I chose to use an off-white colour with a creamy colour in the centre to add a bit of warmth to my cover. I included lines as I always use lines to add extra detail to things. In my opinion,

For my Proposed Brand Market Position & Competitors, I would picture the brand to do similar content to Gucci meaning in the way they market and engage the audience. Adding in one of D&G's patterns conveys that they should keep their style and brand identity and just add in new things for their concepts instead of removing it. I've selected pictures of Kris Wu and G-Dragon collaborating with Burberry and Chanel to show that this is what D&G are aiming for; getting these well-known East-Asian artists to widen their target market.

For my Proposed Consumer Demographics, I mentioned that they should aim for younger generations and specifically in Asia like China and Japan. There are many fashion-forwarded people in Japan, therefore, if D&G want to enter the Asian Market, they should reconsider their products and designs. Again, I wouldn't say they need to necessarily change the brand's design completely, but I believe they could alter some of their styles to what these consumers prefer. I also included Sehun from EXO (K-pop Group) as D&G will be aiming at K-pop groups. Overall, the brand can still keep their current consumer demographic, but, they could potentially expand that market by creating a new line of clothing for them.

For my Proposed Social Media/Influencer Marketing/Marketing Mix (Other Brand Communications) Mood Board, I included the most popular K-pop groups now such as BTS and BLACKPINK and Tiffany Young (from Girl's Generation). These idols are known to have the biggest fandom in the world which would be a great collaboration for D&G as they can engage the younger asian audiences. I added Cameron Dallas and others as I think they should also continue to use influencers for their brand. As I have said before, Dolce & Gabbana should keep their designs and clothing because it gives them a strong brand image, however, it would be nice to see a slight change in the clothing to fit the younger audiences. Finally, the social media icons means that the brand should work on their social media accounts. I did them in a different size with YouTube being the biggest as it means that the brand should focus on improving their YouTube as it is the most used.

Dolce & Gabbana's social media contains all of their new campaigns, behind-the-scenes of the fashion shows, photoshoots, products, celebrities etc. Although these posts are interesting, it becomes very repetitive, especially when the brand hasn't come up with a completely new concept that can engage new audience. The company has managed to regularly post on social media especially on platforms such as Instagram, Facebook, Twitter and partly YouTube. Dolce & Gabbana has gained 19.7 million followers on Instagram with 8,159 posts consisting of new collection, campaigns, D&G celebrities, runway shows, behind the scene of fashion shows videos and so on. For Facebook, the brand has over 11 million likes and followers, and in Twitter, 5.2 million followers with 15.7k tweets (D&G Social Media. Last Visited Feb 20, 2019). For audiences to keep up-to-date with D&G, they uploaded same posts and captions on all of their social media. Out of all their social

Kris Wu – is a Chinese-Canadian singer, actor and model who was a former member of EXO. The singer had several fashion collaborations. Back in 2016, Burberry announced Wu’s runway debut at Burberry’s Fall 2016 Men’s Show in London. He was selected as their global ambassador which made him the first Asian person as the face of the brand. It was later stated that Burberry partnership with Wu was a huge success. The brand had a rapid growth in sales and awareness with the Chinese consumers due to Wu’s campaign. G-Dragon – is a South Korean singer-songwriter, rapper, record producer, entrepreneur and fashion icon, who is known as the leader of K-pop group, BIGBANG. Being one of the biggest fashion icons in the K-pop industry, the artist became Chanel’s new brand ambassador back in 2016. The artist appeared in a series of highly contrasting Polariods, showing off the two-tone derby shoes from the 2016/17 Cruise collection. (Goh, 2016). In 2017, GD was also starred in the Chanel’