Fashion Marketing & Management 1

As mentioned before, Dolce & Gabbana’s success is decreasing due to the major issues that have been created by the brand itself. Here are a couple of reasons: 1. Racism Controversy  On 19th November 2018, Dolce & Gabbana uploaded a series of their China promotional video on Instagram for their upcoming event on the 21st November which later was cancelled due the brand being accused of racism. It features a Chinese model attempting to eat various of Italian dishes with her chopsticks. This culturally insensitive advertising campaign angered many viewers labelling it as “stereotypical, racist and disrespectful for Asian female upon release.” What really angered the people most were the leaked messages of the designer, Stefano Gabbana who wrote “China Ignorant Dirty Smelling Mafia” and used the smiling poop emoji to describe the country. Here is a reaction video of what the Chinese people think:  https://youtu.be/s6sumA9vd4k This also happened last time with t

In this module, I will develop an understanding of how to apply these skills and methodologies to a fashion brand through creating a Brand Marketing Report, based on auditing their current positioning, whilst advising on what they could improve on, or change in order to re-establish the brand. I must choose one of these 6 brands to base my marketing report on: Topshop/Topman Ben Sherman Umbro Victoria’s Secret Abercrombie & Fitch Dolce & Gabbana Through my research on all of these brands, I have selected Dolce & Gabbana as I feel that the brand received a heavy amount of backlash and hate through society due to the way they announce their opinions of controversial topics. Social media and promotion have been huge through fashion; however, Dolce & Gabbana have been failing to promote their brand especially with their recent racism controversy.