Current Brand Market Position & Competitors (Mood Board)



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PESTEL Analysis

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Using this PESTEL Analysis I created, it allowed me to discover the issues of Dolce & Gabbana’s performance within each category. For instance, the bad publicity has affected the brand massively. They attempted to win the Chinese consumers over by presenting an advertisement “dedicated’ to China, however, they failed and instead created something which offended the country. Because of this, many refer to the advertisement campaign as “disrespectful and racist”, which not only cancelled the ‘D&G Great Show’ in China but had loss the Chinese market, including many famous Chinese/Asian celebrities and supporters.Chinese consumers are known to have a huge impact in the market as they have found to spend over $7 billion each year on luxury goods which is almost one-third of the global market. This is why brands rely on the Chinese market greatly. Social media is another platform in which all brands depend on now to reach out to the younger audience. Brands like Dolce & Gabban...
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Current Consumer Demographic

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Through my research and going through their social media as well as their websites, it was clear that Dolce & Gabbana has mainly targeted both female and male segments, from the ages of 25 to 50. Their consumers were often celebrities, businessman/businesswoman, managers, and so on. As a luxury brand, it mainly upper-class people who had a high income to afford luxury items. Most likely these consumers had a busy yet luxurious lifestyle. They tend to be at fashion events, socialising, travelling, golfing, shopping and so on. D&G consumers were mainly fashion-forwarded people who went for exclusive and unique, detailed designs.
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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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