Shared Analyse of primary research

Survey by Sam Brimicombe 

1. When buying from a luxury brand do you take into consideration sustainability?

Yes 42%
No 58%

2. If a brand was not sustainable and made no effort for the environment would you still buy from it?

Yes 66%
No 34%

3. Do you research into a luxury brand to see if it is sustainable before buying from it?

Yes 17%
No 83%

4. If a luxury brand was not cruelty free, would it affect your decision to purchase from the brand?

Yes 60%
No 40%

5. Do you research into wether a brand is cruelty free or not before buying from the brand?

Yes 18%
No 82%

6. Do you prefer to buy clothes or in store?

Online 56%
In store 44%

7. If you were shopping for a luxury item would you rather buy it in store or online?

Online 17%
In store 83%

8. If you heard a bad news story about a luxury brand, would you still buy from the brand?

Yes 50%
No 50%

9. When buying from a luxury brand do you buy because of the value of the brand or just the product?

Product 79%
Values 21%

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Survey by Harriet Jackson

50 people took the survey so 2% is one person

1. How old are you?

Under 17 - 10.2%
18 to 24 - 67.3%
25 to 30 - 2.04%
31 to 35 - 2.04%
36 to 40 - 6.12%
41 and over - 14.24 %

2. Have you brought from Dolce & Gabbana before?

Yes 14.58%
No 85.4%


3. How often do you buy from high end brands?

I've never brought from a high end brand - 16%
Weekly - 0%
Monthly - 22%
Yearly - 32%
Ive made -5  purchases over the past 5 years - 30%

4.  Q4. What would stop you from buying D&G?
Price point- 40%
Testing on animals- 18%
Tax evasion- 0%
Contraversal images- 2%
Chinese video controversy- 0%
Insulting celebrities on social media- 2%
Homophobic comments- 2%
Dressing Melania Trump- 4%
I would still shop at D&G- 2%
Slave sandals- 0% 
Sneakers with tagline- 0%
Combination of the above- 30%

Comments included- 
"Tax evasion, controversial images, body shaming"
"All of them"
"Price/ gang rape images/ homophobia"
"Animal testing and tax evasion"
"Pretty much all of these issues as they go against my beliefs"
"Homophobia and racism"
"All"
"All of the above- would not shop at Dolce and Gabbana"
"4,5,6,7,10"
"Homophobic comments, controversial images, insulting celebs"
"To be honest, they all put me off to some degree, but mainly price point"
"All of the above"

5. Were you aware of the negative publicity surrounding Dolce and Gabbana?

No I wasn't- 66%
I was aware of the racist comments- 10%
I was aware they tested on animals- 2%
I was aware of tax evasion- 0%
I was aware of the controversial images- 2%
I was aware of the Chinese video controversy- 4%
I was aware they dressed Melina Trump- 0%
I was aware of the slave sandals they sold- 2%
I was awake of the sneakers controversy- 0%
I was aware of all of this- 8%

6.  Have you bought from D&G's competitors before?

Gucci- 14%

Armani- 6%

Versace- 8%

Dior- 18%

I haven't bought from D&G's competitors- 54%

7. What do you like about D&G?

Products quality- 12%

Unique designs- 8%

Exclusivity- 0%

Fragrances- 18%

Make-up- 4%

I have not bought from D&G-50&

I don't like D&G- 8%

8. What was your opinion on the controversial Chinese video?

I have not seen this- 79%

I didn't mind it- 2%

I liked it- 0%

I was offended by it- 4%

I was not offended but I did not agree with it- 12%

I disliked it- 2%

9. What is most likely to affect your decision when buying from a brand?

The price point- 48%

Overall style/look- 34%

Ethics of the brand- 18%

Other- 0%

10. How much would you typically spend on a garment?

Less than £20- 5%

£21-£40-40%

£41-60- 24%

£61-£80-10%

£81-£100- 4%

£200-£300- 0%

Over £301- 4%

From this survey I have found that many people weren't aware of the ethical controversy that has been happening within D&G, however it would affect their decision when purchasing. There are also other factors including price point and style which affects consumers purchasing decisions.