Fashion Marketing & Management 1

As there were not Dolce & Gabbana stores available, I tried searching online for any stores (like Harvey Nichols) near home that had a Dolce & Gabbana section. I managed to find a store called ‘Fenwick’ in Newcastle, however, there wasn’t a D&G section in the Newcastle one. Fortunately, I was able to find a place near by called Cruise Fashion, an outlet store, where they sold all kinds of luxury brands. Although there weren’t any D&G products in Fenwick, there were other brands like Burberry, Michael Kors, Tommy Hilfiger, Ted Baker, Moschino, Calvin Klein etc., I observed the department store to see what brands or products people were going for and who were they. Quite a few were looking at bags and trying on heels/shoes. Most of them were generally in their early 30s to 50s. As I was looking around in Fenwick, I noticed a group of Chinese students around in their early 20s to mid 20s wearing mostly Gucci shoes, sweater, jacket and bag. This proves how popular the brand...

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...

On the 8thJanuary 2019, for my primary research, I created an online survey through a website called ‘SurveyMonkey’. The purpose of this was to find out what were people’s thoughts and opinions on Dolce & Gabbana. Although there were a few multiple-choice questions, I decided to ask more detailed questions as I wanted to understand from their point of view of why they thought other brands were doing well, what they think makes a brand successful or what good advices would they give to D&G. Here is the full survey: Examples of some answers: What makes a brand successful? Appeal to younger generation Social media Brand’s identity/Originality Open minded - by including everyone in their brand Show NO discrimination of any type Good advertising communication Good ethics  What D&G should do to improve? Do something different to what they have shown to the public… show what the brand actually stands for  Think about t...