Fashion Management & Marketing one

https://www.vogue.com/fashion-shows/spring-2019-ready-to-wear/dolce-gabbana https://www.vogue.co.uk/gallery/dolce-gabbana-spring-summer-2019-details “Each one of us is the king or queen of our own lives!” Dolce declared. The theme of this season’s show was DNA—the designers’ own fingerprints were projected on screens behind the audience. There were more than 150 looks. “#DGFAMILY” proclaimed one sweater, no empty sentiment given the truly diverse nature of the runway which celebrated age, size and sexuality. Dolce & Gabbana have enlisted the help of a millennial cast of models with Instagram pedigree for the past few seasons; here, the designers went back to their roote. Trend-wise, Dolce stuck to its well-established codes: Italian-infused maximalism with a large dollop of literalism.

I think from reviewing Dolce & Gabbana that they are selling more offline. Consumers like the experience of going in store and seeing the product before its brought and having the customer service.  https://store.dolcegabbana.com/en/customer-care?cid=faqs On Dolce & Gabbana's online store they have FAQ's in which one is this: 01. HOW DO I MAKE A PURCHASE? Shopping the Dolce&Gabbana Online Store is easy: if you know what you are looking for, use the specific category links, such as 'Shoes', 'Accessories' section on the site, or browse through our 'Icons'.  Once you have found an item, select your size and color and use the 'ADD TO BAG' button underneath.  Review the items in your shopping bag by selecting the 'Shopping Bag' link at the top of the page. From the Shopping Bag, you can directly edit product details (color, sizes and quantities), remove them in case you’ve changed your mind or add products to your Wish L...

https://www.businessoffashion.com/articles/global-currents/a-turning-point-for-chinas-stance-on-counterfeit-luxury-goods In China, government leadership is essential to the rise and fall of any and every industry. When it comes to luxury goods, this leadership has fallen short of expectations, allowing a massive trade in counterfeits to grow. According to US Chamber of Commerce estimates, Greater China is the source of 86 percent of the world’s counterfeit goods, a portion valued at a staggering $397 billion. A statement released last year by the company appealed to the government to step up its approach: “Counterfeiting is damaging, not only to consumers and legitimate merchants, but also to innovation and the long-term economic development of our nation, hindering China’s growth as a responsible economic power”  Prompted perhaps by these attacks on its record as well as the prospect of driving more tax revenue by encouraging legitimate luxury spending in China, the go...

Dolce & Gabbana have two consumer groups, one being the elite and wealthy and the other being millennials.  Age range -  25-50 years Elite & wealthy age - Millennials age -  Born 1980 - 2000's ( https://thecollegeinvestor.com/19793/millennial-age-range/ ) Have a lot of disposable income. Luxury lifestyle ----------------------------------------------------------------------------------------------------------------------------- https://www.forbes.com/sites/josephdeacetis/2018/05/14/how-dolce-and-gabbana-defines-a-new-idea-in-millennial-luxury/#a9343aa5e634 https://fashionista.com/2017/11/dolce-gabbana-book-new-renaissance-millennials https://www.warrington-worldwide.co.uk/2017/08/30/5-key-features-of-millennials-lifestyle/ Millennial Dolce & Gabbana is targeting its next generation of customers through a combination of catwalk shows, social media, events and a new range of products. "The word 'Millennials' refers to the generation born i...

Proposed competitors  This is my proposed competitors mood board. Tommy Hilfiger, Moschino, Versace Versus, Zara and Micheal Kors. These competitors are still a luxury to people but have a lower price band then Gucci, Chanel and Burberry. If Dolce & Gabbana could lower their price band and make an exclusive more affordable label off the main one it will bring in a whole new consumer.

Proposed consumer demographic This mood board shows the proposed consumer demographic, someone who is younger, Dolce & Gabbana already target millennials but only the wealthy so they could move to target consumers but ones living in the middle class. For example consumers who are still in education, university, who are living in a studio flat but still enjoy a luxury item when they can afford. They have part time jobs and save to afford the luxury brands they want. The consumer would still live in a built up area but not as luxury life as the current consumer. They are into social media, especially Instagram and keeping up to date with the latest trends.