Future Recommendations: Collaborations with the Korean Music Industry




As you now know, Dolce & Gabbana's racist controversy that happened on 19th November 2018, caused a temporarily loss of the Asian market, China to be specific, therefore, D&G need to find ways to gain them back. Referring back to the PESTEL analysis, D&G, like any other brands, deeply rely on the Chinese market as most luxury products are bought from the Chinese people. As I have already suggested the idea of using music to expand their target market, I believe the idea could be more developed by introducing the collaboration between D&G and Korean-pop (K-pop) music Industry. Not only will they engage younger consumers, but they could possibly gain the Chinese/Asian market back.

Today, fashion has “entered a new era where the street and luxury intersect” due to the “rise of premium streetwear brands like Vetements, Supreme and Kanye West’s Yeezy line, and the youthful ready-to-wear collections of luxury labels such as Gucci, Fendi and Burberry” (Tai, 2018). K-pop has developed many different genres and concepts ranging from traditional Korean trot pop music and indie rock to hip hop and R&B and so on. “The songs are catchy and well produced and accompanied by flashy and highly choreographed videos; with most girl or boy bands featuring at least one rapper, K-pop has become the perfect musical counterpoint to the burgeoning street-style movement in Asia.” (Tai, 2018). Because of this, fashion brands have started collaborating with K-pop idols to target the young Asian consumers. A consultant at Hong Kong-based luxury marketing firm ‘Cherry Blossoms’, Bettina Ding explained that “the brands have even begun engaging K-pop idols as ambassadors to help them gain the Chinese audiences”. This proves that ‘Korean stars are the faces of the new era of luxury street style in Asia’.

References: 

Tai. C. July 20, 2018 of Published. How K-pop stars became the faces of luxury street style in Asia. https://www.scmp.com/lifestyle/fashion-luxury/article/2133391/how-k-pop-stars-became-faces-luxury-street-style-asia

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