Fashion Marketing & Management 1

Dolce & Gabbana's social media contains all of their new campaigns, behind-the-scenes of the fashion shows, photoshoots, products, celebrities etc. Although these posts are interesting, it becomes very repetitive, especially when the brand hasn't come up with a completely new concept that can engage new audience. The company has managed to regularly post on social media especially on platforms such as Instagram, Facebook, Twitter and partly YouTube. Dolce & Gabbana has gained 19.7 million followers on Instagram with 8,159 posts consisting of new collection, campaigns, D&G celebrities, runway shows, behind the scene of fashion shows videos and so on. For Facebook, the brand has over 11 million likes and followers, and in Twitter, 5.2 million followers with 15.7k tweets (D&G Social Media. Last Visited Feb 20, 2019). For audiences to keep up-to-date with D&G, they uploaded same posts and captions on all of their social media. Out of all their social ...

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...

Here is a my marketing mix table: References:  Bhasin. H. June 10, 2018 of Published. Marketing mix of Dolce and Gabbana. https://www.marketing91.com/marketing-mix-of-dolce-and-gabbana/

First of all, what I have noticed in D&G’s website is that it’s quite well organised. All of the websites like clothing, beauty, jewellery, perfume, makeup and watches have very contrasting, bold colours displayed which creates a mood/emotion to engage the audiences. Because of the layout of the website, everything seems very pleasing to look at. Products:  Dolce & Gabbana has a wide range of products for its consumers. This included well fitted, intricate design suits for businessmen, elegant flowery patterned dresses for women who preferred classy styles. The most expensive bag costs £5,750 and the lowest price at £365; most of their handbags were at the price of £1,100 to £3,650 and was made from calf skin. The majority of their products were very business-like and aimed mostly towards the older generation. The brand has slightly moved to a more fashion forward design with a combination of military khaki colours and uniforms with street styles ...

The brand has been collaborating with influencers such as Cameron Dallas which engaged a lot of audience to their brand and also Emilia Clarke an English actress who became Dolce & Gabbana ambassador. The brand does frequently update on social media with their fashion shows, photoshoots, new campaigns, products and so on. Although, the brand has many distinctive designs and beautiful shots of them, their content seems to be quite the same as the others. Compared to other brands, they are falling behind as their competitors have managed to create new concepts to engage a wider audience.

Through my research and going through their social media as well as their websites, it was clear that Dolce & Gabbana has mainly targeted both female and male segments, from the ages of 25 to 50. Their consumers were often celebrities, businessman/businesswoman, managers, and so on. As a luxury brand, it mainly upper-class people who had a high income to afford luxury items. Most likely these consumers had a busy yet luxurious lifestyle. They tend to be at fashion events, socialising, travelling, golfing, shopping and so on. D&G consumers were mainly fashion-forwarded people who went for exclusive and unique, detailed designs.

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...

Strengths:  Strong Brand Image: D&G have unique clothing that creates bold, elegant and intricate designs, combining it with modern classicism and Mediterranean style – represents their brand identity. Wide Range of Products: They have a wide range of Different yet high-quality products that reaches out to a larger market. Collaborations: In the past, the brand has collaborated with many music artists and their tours like Beyoncé, Madonna, Missy Elliott and Kylie Minogue. Influencers, Celebrities & YouTubers: Cameron Dallas, Juanpa Zurita, Austin Mahone and so on have helped gain attention for D&G due to their collaboration for a campaign. Body-positive models such as Ashley Graham and Alessandra Garcia Lorido have worked with Dolce & Gabbana’s fashion show despite after the brand’s long history of fat-shaming. This shows that the brand is wanting to reach out to a wider range of consumers. Weaknesses:  Bad Publicity: This is a major problem with D...