Current Brand Market Position & Competitors (Mood Board)



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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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Proposed Brand Market Position & Competitors

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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.
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