SWOT Analysis

Strengths: 

  • Strong Brand Image: D&G have unique clothing that creates bold, elegant and intricate designs, combining it with modern classicism and Mediterranean style – represents their brand identity.
  • Wide Range of Products: They have a wide range of Different yet high-quality products that reaches out to a larger market.
  • Collaborations: In the past, the brand has collaborated with many music artists and their tours like Beyoncé, Madonna, Missy Elliott and Kylie Minogue.
  • Influencers, Celebrities & YouTubers: Cameron Dallas, Juanpa Zurita, Austin Mahone and so on have helped gain attention for D&G due to their collaboration for a campaign. Body-positive models such as Ashley Graham and Alessandra Garcia Lorido have worked with Dolce & Gabbana’s fashion show despite after the brand’s long history of fat-shaming. This shows that the brand is wanting to reach out to a wider range of consumers.

Weaknesses: 

  • Bad Publicity: This is a major problem with D&G as it creates a bad image for the brand. From the sexist advertisements, to homophobic comments, to the racist commercial and to many more, the brand has received heavy amounts of backlash.
  • Chinese Controversy: They have temporarily lost quite a lot of consumers including the Chinese/Asian market due to the recent racist controversy about China, as well as losing Chinese celebrities such as Zhang Ziyi,Li BingBing, Chen Kun and Dilraba Dilmurat.Many celebrities have boycotted the brand due to the attitudes of Dolce & Gabbana.
  • Animal Cruelty: Another issue is that the brand is still refusing to go cruelty free. Quite a lot of brands like Gucci have stopped using fur, however, this is not the case for Dolce & Gabbana. Harming and slaughtering animals have resulted in the loss of a consumers as the majority of people are against animal cruelty.
  • Lack of Creativness: The social media side of it lacks creativeness and is generally quite repetitive, therefore, new themes and styles are needed to attract the audience.

Opportunities: 

  • Ethical Issues: Being aware of the ethical issues and prove to people changes and improvements the brand is willing to make.
  • Respect: In order to win back the lost consumers, the brand must regain the consumers trust by changing their attitude and behaviour, understanding the situation caused by the company and exploring the different cultures, religions and so on. By doing so, the brand is able to find new ways and concepts for their next campaign which dedicates to the audience and showing the genuine appreciation it has for the country.
  • Social Media/Expand Target Market: More opportunities could be to focus more on social media. This will benefit the brand as it is a way to reach out to the younger demographic, increasing the target market.
  • Trends: Streetwear trends have become a popular trend amongst the new generation, and it is sold slightly cheaper, therefore, Dolce & Gabbana could consider having a streetwear collection yet to still keep the brand’s style.

Threats: 

  • D&G’s competitors: such as Gucci, Chanel, Dior, Louis Vuitton, Balenciaga and many more, have successful expanded the target market by presenting the audience with strong brand identities/images and revealing a wide range of products. D&G’s clothing compare to the other brands, are very traditional and again repetitive which does not fit with the trends. today. If they do not experiment with new clothing designs, they will not be able to compete against the current successful brand. 




References: 

https://stylecaster.com/ashley-graham-dolce-gabanna-body-fat-shaming/ 

https://www.eonline.com/ap/news/989456/chinese-celebrities-are-boycotting-dolce-gabbana-s-shanghai-show-over-racist-commentshttps://www.wmagazine.com/story/dolce-gabbanas-models-milan-fashion-week-showhttps://support.petalatino.com/page/5055/action/1?locale=en-US

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