Fashion Marketing & Management 1

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...

Using this PESTEL Analysis I created, it allowed me to discover the issues of Dolce & Gabbana’s performance within each category. For instance, the bad publicity has affected the brand massively. They attempted to win the Chinese consumers over by presenting an advertisement “dedicated’ to China, however, they failed and instead created something which offended the country. Because of this, many refer to the advertisement campaign as “disrespectful and racist”, which not only cancelled the ‘D&G Great Show’ in China but had loss the Chinese market, including many famous Chinese/Asian celebrities and supporters.Chinese consumers are known to have a huge impact in the market as they have found to spend over $7 billion each year on luxury goods which is almost one-third of the global market. This is why brands rely on the Chinese market greatly. Social media is another platform in which all brands depend on now to reach out to the younger audience. Brands like Dolce & Gabban...