Fashion Marketing & Management 1

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.

As there were not Dolce & Gabbana stores available, I tried searching online for any stores (like Harvey Nichols) near home that had a Dolce & Gabbana section. I managed to find a store called ‘Fenwick’ in Newcastle, however, there wasn’t a D&G section in the Newcastle one. Fortunately, I was able to find a place near by called Cruise Fashion, an outlet store, where they sold all kinds of luxury brands. Although there weren’t any D&G products in Fenwick, there were other brands like Burberry, Michael Kors, Tommy Hilfiger, Ted Baker, Moschino, Calvin Klein etc., I observed the department store to see what brands or products people were going for and who were they. Quite a few were looking at bags and trying on heels/shoes. Most of them were generally in their early 30s to 50s. As I was looking around in Fenwick, I noticed a group of Chinese students around in their early 20s to mid 20s wearing mostly Gucci shoes, sweater, jacket and bag. This proves how popular the brand...

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...

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...