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.

For my Proposed Social Media/Influencer Marketing/Marketing Mix (Other Brand Communications) Mood Board, I included the most popular K-pop groups now such as BTS and BLACKPINK and Tiffany Young (from Girl's Generation). These idols are known to have the biggest fandom in the world which would be a great collaboration for D&G as they can engage the younger asian audiences. I added Cameron Dallas and others as I think they should also continue to use influencers for their brand. As I have said before, Dolce & Gabbana should keep their designs and clothing because it gives them a strong brand image, however, it would be nice to see a slight change in the clothing to fit the younger audiences. Finally, the social media icons means that the brand should work on their social media accounts. I did them in a different size with YouTube being the biggest as it means that the brand should focus on improving their YouTube as it is the most used.

As you now know, Dolce & Gabbana's racist controversy that happened on 19th November 2018, caused a temporarily loss of the Asian market, China to be specific, therefore, D&G need to find ways to gain them back. Referring back to the PESTEL analysis, D&G, like any other brands, deeply rely on the Chinese market as most luxury products are bought from the Chinese people. As I have already suggested the idea of using music to expand their target market, I believe the idea could be more developed by introducing the collaboration between D&G and Korean-pop (K-pop) music Industry. Not only will they engage younger consumers, but they could possibly gain the Chinese/Asian market back. Today, fashion has “entered a new era where the street and luxury intersect” due to the “rise of premium streetwear brands like Vetements, Supreme and Kanye West’s Yeezy line, and the youthful ready-to-wear collections of luxury labels such as Gucci, Fendi and Burberry” (Tai, 2018...

For my recommendation, I thought of an idea to connect with the younger audience is to collaborate with music artists. This idea came from D&G’s success stories of how they worked with major artists like Beyoncé, Madonna, Missy Elliot and Kylie Minogue and also from myself and others; the thing that inspires the most is music. On the Campaign website, 'should brands collaborate more with music artists?', Lucien Boyer mentioned, "For us, music is a major pert of communication because music inspires positive emotion, it ignites fashion but it can also help brands create meaningful stories that generate experiences, content and social engagements". This suggests that music is a great way to connect with the younger generation and help build a relationship between the brand and their future target market. It creates a better image for the brand when they create content that consumers can relate and inspire to. "Fashion and music are very similar in many w...

Dolce & Gabbana had the potential to grow but because of the controversies, the challenges against other brands and the lack of connection with the younger generation, has caused the brand to fall back down. For this reason, I recommend that in order to improve D&G, they first need to focus on expanding their target market to a younger audience through social media. In this generation, everyone revolves around technology; every one of us depend on our phones and tablets. Technology has become part of a lifestyle as it is a way for us to communicate and connect with people. On the Pew Research Center website about ‘Millennials stand out for their technology use, but older generations also embrace digital life’, it stated that “More than nine-in-ten Millennials (92%) own smartphones, compared with 85% of Gen Xers (ages 38 to 53), 67% of Baby Boomers (ages 54 to 72) and 30% of the Silent Generation (ages 73 to 90).” In addition, according to their data, the “Millennials (85%) sa...