PESTEL Analysis


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 & Gabbana have not managed to achieve that due to the lack of content and new concepts. The brand has used influencers on the runway show including Cameron Dallas, Austin Mahone and major models like Ashley Graham but have yet to do more.


References: 

https://jingdaily.com/dolce-gabbana-racism/https://edition.cnn.com/2018/11/24/business/dolce-gabbana-china/index.html

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