Dolce & Gabbana: advertising against competitors
http://academic.mintel.com/display/754871/?highlight#hit1 http://academic.mintel.com/display/754864/?highlight#hit1 Burberry spent 2.4 million on advertising of its fashion ranges in 2014, the year it launched its global festive campaign. From London with Love, featuring Romeo Beckham. Burberry cut back spending in 2015. Burberry's A/W15 campaign was shot by Mario Testino and features rising British stars, Tom Odell, Clara Paget (actress), they were wearing Burberry's iconic trench coats and fringe-adorned ponchos, bags and dresses. The advertising expenditure data does not include spend on digital marketing – an area where Burberry is heavily active, with a presence on ten social media platforms. The brand has been innovative in using video apps, Snapchat and Periscope, to engage with consumers, live-streaming a Los Angeles catwalk show using video streaming platform, Periscope, and using Snapchat backstage in April 2015. Collaborations between designers and high stree...