Reccomendations


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 are not mass market items available to everyone and 57% of women agree that seeing too many people wearing the same brand makes it less exclusive.
  • A luxury to the public, something not necessarily cheap but not as expensive
  • luxury non - luxury
  • Keep it simple and for one age demographic, don't mix in children's wear etc. 
  • Price wise: Moschino, Versus Versace, Kenzo, D2
A collaboration with a brand that is already directed at millennials would help get the label out there as the consumer will already trust this brand.
Or a recommendation to collaborate with a Influencer or Celebrity.

https://en.vogue.me/fashion/supreme-dolce-gabbana-collaboration/
Dolce & Gabbana had be rumoured to be collaborating with Supreme previously but neither brands confirmed it.

https://sourcingjournal.com/denim/denim-trends/whats-next-streetwear-111954/
Streetwear
Over the course of 50 years, streetwear has traversed the world to become the urban uniform for city dwellers in New York, Tokyo, London and more.
Social media has certainly helped heritage streetwear brands stay relevant and given up-and-coming labels a foothold. However, a buzz-worthy collaboration can be just as impactful.

“The impact of streetwear on luxury cannot be understated,” Trendalytics said.

Luxury brands are preparing for this shift by attracting young designers with streetwear roots. From Virgil Abloh’s appointment at Louis Vuitton or Riccardo Tisci’s at Burberry, Trendalytics said luxury labels are strategically tapping designers with a younger audience in order to “earn streetwear cred.”



https://luxe.digital/digital-luxury-reports/when-streetwear-and-social-media-hype-win-over-luxury-fashion/The 


For traditional luxury fashion brands, in particular, there’s a strong sense that their younger generation of consumers – who are set to account for 45 percent of the global luxury market by 2025 – will decide who remains relevant tomorrow.

From Gucci to Louis Vuitton, heritage luxury brands are acknowledging that they must engage with their affluent consumers in new ways.

The controversial appointment of digital-powered designer Virgil Abloh as the new Louis Vuitton menswear creative director is just the most recent example of that. A luxury brand angling to win the much coveted Milleninial and Generation Z market.

Streetwear appeals to a highly influential young consumer base. Luxury streetwear is, therefore, granting traditional high-end brands greater relevance in the eyes of their Millennials and Generation Z shoppers.

According to a recent study by consulting firm Bain & Company, luxury streetwear has helped boost global sales of luxury goods by 5 percent last year to an estimated EUR 263 billion ($309 billion)

These numbers indicate a generational shift in luxury consumption and a need for traditional luxury brands to capture their younger consumers as their purchase power continues to increase.
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Example: Versus Versace from Versace

 therealcologneguy.com/2017/07/16/versace-versus-is-not-a-fake-label/

 The Versace Versus brand was developed and owned by Gianni Versace’s sister Donatella Versace. It was a gift from him to her. Donatella wanted her own line under the Versace name. I cannot speak for Gianni Versace, but if I had a talented sister I rather have her on my side than against me in the fashion and fragrance world. I would not want her with another fashion house or on her own. I rather have in house competition and the money stay in the family then go out of the family.
The Versace Versus started in 1989 and was the first diffusion line of the house.  The Versace Versus brand did close down in 2005 and remerged in 2009 with a new designs.

Louis Vuitton collaborated with New York streetwear brand Supreme for example. Tommy Hilfiger unveiled a partnership with streetwear label Vetements, and streetwear designer Gosha Rubchinskiy partnered with Burberry.
https://www.supremecommunity.com/season/fall-winter2017/times/us/2017-08-24/
Supreme first drop sell out times:

 Nas tee black - 37.4s
Nas tee brown - 58.1s
Nas tee heather grey - 60.1s
Nas tee pale blue - 62.1s
Nas tee lime - 68.2s
Nas tee red - 69.2s


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2. 

Social Media

    https://www.wmagazine.com/story/stefano-gabbana-selena-gomez-ugly-instagram-comment
  • generating creative content to the current consumer who use the platform
  • Holding back on what the designers says negatively to stop backlash onto the brand
  • Use Instagram Influencers or models the consumer know as it will pull in more attraction
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3.  Sustainability/ethics

 https://www.rankabrand.org/sustainable-luxury-brands/Dolce+&+Gabbana
    https://secure.peta.org.uk/page/20712/action/1
  • Become cruelty free, this will help the brand gain more respect and also not be singled out as a brand that isn't with the newest trend
  • Dolce & Gabbana currently hold the 'E' label, the lowest sustainability score, a recommendation of communicating their polices for the environment would leave their consumers in less 
  • Sustainability is at the forefront of issues millennials are concerned with
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4. Focus on online shopping 
http://academic.mintel.com/display/754864/?highlight#hit1
Online buying is growing and 50% of designer shoppers have brought designer fashion online either form the official brand website or from another website.
There is a preference for buying from third party sites, with 34% of designer shoppers buying from other websites such as Net-a-Porter, BrandAlley and Amazon, while only 24% have purchased direct from a brand’s website.
Example:
Burberry is an example of a luxury brand that has turned itself into one of the leading digital innovators in the world of retail, merging the in-store experience with the online through the use of large screens and interactive mirrors in its stores.

























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