Fashion Marketing & Management 1

For my Proposed Consumer Demographics, I mentioned that they should aim for younger generations and specifically in Asia like China and Japan. There are many fashion-forwarded people in Japan, therefore, if D&G want to enter the Asian Market, they should reconsider their products and designs. Again, I wouldn't say they need to necessarily change the brand's design completely, but I believe they could alter some of their styles to what these consumers prefer. I also included Sehun from EXO (K-pop Group) as D&G will be aiming at K-pop groups. Overall, the brand can still keep their current consumer demographic, but, they could potentially expand that market by creating a new line of clothing for them.

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...