Fashion Marketing & Management 1

I had difficult time trying to pick a front cover and the entire theme for my brand report. Initially, I wanted to use a black background as I find that I work well with a darker background. I was also considering using a rose or flower themed background as it represents D&G. I later on tried to change the background by lowering the saturation, changing the red rose colour to a more darker Burgundy colour so it wouldn't stand out too much. For layout, I tried to make the back of the picture blurred by using Gaussian Blur Tool at 7.0 and then added lines around it to add Moree details. It was quite hard place other pictures onto a flower background because each image I've used had a different theme and colour, therefore it didn't match well; there was too much going on. In the end, I chose to use an off-white colour with a creamy colour in the centre to add a bit of warmth to my cover. I included lines as I always use lines to add extra detail to things. In my opinion,...

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...

My Dolce & Gabbana Presentation: Slide 1:  Looking at all 6 brands that we were given at the beginning of the module, I have chosen to focus Dolce & Gabbana for my brand marketing report. Dolce & Gabbana have their own distinctive style which creates a strong brand identity for them. Their styles are often romantic, elegant, classic modern, with unique/intricate designs, followed by a Sicilian touch. Unfortunately, due to the controversies they have had throughout the year has damaged the brand’s image. Being a luxury brand, they are supposed to be more aware of the society’s views and current trends. As a brand on today’s market/fashion scene, they should act more inline or more aware of societal norms – e.g. respect other cultures, religion and so on. Slide 2:  D&G have had its past success stories such as their very first collection known as “Real Women” in 1985, which they had friends to help instead of hiring models as they could not afford i...