Fashion Management & Marketing one

To evaluate this module I would say that I have learnt a lot about a brand I knew very little about. Dolce & Gabbana has surprised me throughout my findings from how ethical they are to how many times they have got themselves into trouble through their own words or how they promote their brand. For example their advertisements.  They have been difficult to find some research on with them being guarded with some information such as where their clothes are made. Dolce & Gabbana were not how I expected them to be, I imagined a brand with little wrong except them not being as current as brands which are on the market now.  Throughout the module I have tried to keep up with regular blog posts, this stayed a routine until I started my report and focused on that. I enjoyed doing the blog posts and working with blogger. I found it hard to start my report as I felt like I hadn't researched the main sections thoroughly. Putting the report together on Indesign and deciding the ...

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.

Here is my brand map for Dolce & Gabbana showing low quality and high quality and affordable and luxury.

Proposed brand communication My proposed brand communication mood board suggests that Dolce & Gabbana use current models and influencers that would appeal to the consumer that use Instagram. For example Bella Hadid. Trying different ways to promote the brand such as billboards and on the side of taxi's. This would benefit the brand instead of just advertising in magazines and social media as it will be seen by a wider range of people.

Current competitors  My mood board for current competitors includes Gucci, Louis Vuitton, Burberry and Micheal Kors. These are the a few of the leading competitors for Dolce & Gabbana. The brand is perceived as a luxury high end brand by its customers which sits in high end area of the market place which is sold in stores like Harrods and Selfridges.

Current consumer demographic On this mood board i have shown the current consumer demographic and the life they lead. Its a luxury life with expensive, regular holidays. They are more likely to live in a built up area with a new car and a lot of designer products. A hard working individual that is at the top of a work place wether it be a business women/men, lawyer or celebrity.

Current brand communication This is my mood board for current brand communication, I decided to show how they advertise the brand in which they use social media platforms such as Instagram, Facebook, Twitter and Youtube. I put a Instagram grid on as this is what the brand use the most out of all platforms. They also advertise by being published in high end magazines such as Vogue. Dolce & Gabbana work with celebrities to get the brand promoted and the first one was Madonna therefore a photo of her is in the mood board. Dolce & Gabbana have used social media influencers on the runway instead of models, which is a social marketing strategy. Melania Trump dresses in Dolce & Gabbana which has lead to negativity on the brand. 

https://www.instagram.com/explore/tags/dgcelebs/?hl=en A page on Instagram which shows celebrities in D&G. This is not run by D&G but is good advertisement as it shows the public whats in and what celebs are loving all on one page.

https://www.vogue.com/article/dolce-and-gabbana-secret-show Ahead of the regularly scheduled ready-to-wear show at 2 p.m. on Sunday, the designers staged a special runway presentation of their latest high eveningwear to a crowded room full of their .01 percent clients and a smattering of editor types who couldn’t help but gawk. It was a micro-capsule of their weekend-long Alta Moda affairs, modeled by a few professionals; sons, daughters, and grandchildren like Tatiana von Furstenberg and Corinne Foxx; and assorted other millennials. “We have a big collection of evening dresses,” Gabbana said when asked about the double booking. “We have pre-, cruise, main, evening, and it’s impossible to show everything in one show. Tomorrow we present our prêt-à-porter, our point of view about fashion. This one is fashion, but out of fashion.” Meaning? “Every woman wants to look sexy, attractive, desirable.”

https://www.dolcegabbana.com/ Dolce & Gabbana sells womenswear, menswear, children’s, beauty, watches and jewellery, eyewear, perfume, make up and kitchen appliances. Dolce & Gabbana womenswear: The womenswear is full of detail with prints and double prints and a mixture of colours textures and styles. Dolce & Gabbana are well known for the Italian heritage background and throughout the garments their is a style of Italian patterns. The website shows a range of womenswear with both consumers considered with bold outgoing looks to elegant and sophisticated.  Dress - £775 - £7,250 Coats & Outwear - £725 -  £7,900 Jackets - £795-  £3,750 Knitwear - £575 - £2,850 Shirts & Tops - £1,200 - £1,250 T-Shirts & Sweatshirts - £115 - £1,200 Skirts - £425 - £2,800 Trousers & Leggings - £675 -  £1,850 Denim - £385 - £975 Underwear & Socks - £95 -  £845 Beachwear - £145 - £475 Mini Me - £85 - £5,200 Bags...

1. Cheaper label off the brand, more affordable, adds a new consumer. Focusing on Millennials   The label would be recommended to sell women's and men clothing suitable for the consumer. It’s important to understand that “Millennial” is not just an age group, it’s a state of mind that affects consumer behaviour across generations” as research firm Bain & Co. highlighted in its report The Millennial State of Mind. http://academic.mintel.com/display/754864/?highlight#hit1 Over half (55%) of young people aged16-24 would buy designer fashion if they could afford to, while interest in luxury fashion brands drops to below-average levels among over-45s.  The shift to a younger designer shopper has nevertheless created new challenges for luxury brands, which have to find a balance between making their designer fashion accessible to this demographic whilst maintaining an element of exclusivity to protect the brand image. Part of the appeal of designer brands is that they...