Fashion Marketing & Management 1

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...

A brand positioning map will help me visualise where Dolce & Gabbana is currently at compared to other brands. I have selected high-street brands like Zara, & other stories, Mango, Topshop and Urban Outfitters as well. I think it would be useful to see how these (more affordable) brands reach out to the younger demographic. In addition, we can see what people actually look for in fashion when the products are cheaper. By placing brands to either the classic side or the more fashion forward side will give a clearer image of which section the successful brands are and compare it the ones who are not performing as well. Dolce and Gabbana have been placed in the high-end section but lean towards the classic side of it. The opposite to that are brands like Gucci and Balenciaga, who are more fashion forward. These types of brands prove a point that in order for a brand to be successful (in this generation) is to concentrate on new trends and the social media platform, and to devel...

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...