Brand Report (First 6) Draft Formative Feedback



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Brand Positioning Map

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A brand positioning map will help me visualise where Dolce & Gabbana is currently at compared to other brands. I have selected high-street brands like Zara, & other stories, Mango, Topshop and Urban Outfitters as well. I think it would be useful to see how these (more affordable) brands reach out to the younger demographic. In addition, we can see what people actually look for in fashion when the products are cheaper. By placing brands to either the classic side or the more fashion forward side will give a clearer image of which section the successful brands are and compare it the ones who are not performing as well. Dolce and Gabbana have been placed in the high-end section but lean towards the classic side of it. The opposite to that are brands like Gucci and Balenciaga, who are more fashion forward. These types of brands prove a point that in order for a brand to be successful (in this generation) is to concentrate on new trends and the social media platform, and to devel...
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Dolce & Gabbana: Current Issues

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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 ti...
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Dolce & Gabbana: Social Media

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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 ...
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