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 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...

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 is a world-famous fashion house which was founded in 1985 in Legnano, Italy by the Italian fashion designers, Domenico Dolce (born on 13thSeptember 1958, in Polizzi Generosa, Italy) and Stefano Gabbana (born on 14thNovember 1962, in Milan, Italy). Brand History:  After working as assistant designers at an atelier in Milan, the two later founded the Dolce and Gabbana label. They debuted in 1985 with their first runway show at the New Talent fashion show in Milan. The “Real Women” was their first collection that was produced in 1986. Because they did not have enough money to hire models for the show, they instead had their friends to help. This was one of the reasons behind “Real Women”. They had many other firsts including: first store in 1986, launching their knitwear line in 1987, producing their ready-to-wear line during the beginning of 1988 (in Domenico Dolce’s family-owned atelier, located in Legnano, Milan), launching their beachwear and lingerie line...