Research Brand

Here is a link that contains interesting research of the brand and its identity. 
See the link below. 

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Brand Positioning MAP

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This brand positioning map shows us that D&G is, non surpassingly, in the high price range, but we also see it is in the classic branch and not modern where we can find some of D&G's competitors such as YSL or LV. This brand positioning map is very accurate. Dolce Gabbana is in a high price range and does have a more classic look or at least not as much following the trend. We can see most selling brands are on the edgy/modern side of the map and shows they are more in connection with the trends of today and are providing for what their audience is asking. D&G needs to modernize their clothing or keep a simple outlook but focus on their image and reputation, as well as potentially revisiting their way of advertising. Either way their still is a need of change in the designs, a refreshed look for a brand in need of new look.
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Research

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Statista. (2019).   Net profits/loss of Italian company Dolce & Gabbana in 2014-2017 | Statistic . [online] Available at: https://www.statista.com/statistics/675310/net-profits-loss-of-italian-company-dolce-and-gabbana/ [Accessed 28 Jan. 2019].   We can see on the graph that D&G started off good in 2014 with about € 13 Millions and than dramatically went down to about € - 20 Millions in 2015 meaning the net profits wasn't has good at this time. It eventually came back up to about € 27 Millions in 2017. This show the brand has had ups and downs before and they may be facing a down phase now.
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The Beginning

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    I chose to work with Dolce Gabbana for my "Fashion Marketing & Management" project.  That brand as been struggling to get itself back up for a little bit now, and the designers keep getting bad publicity. Recently they were both accused of tax fraud for more than a billion euros. They also both admitted that they believe a family shouldn't be made through segregate ways but the natural way and therefor were against same sex couple having family, which was shocking as the former designer are both part of the LGBTQ community and used to date. Last but not least, they were also accused of being racist after an ad of a Chinese model eating spaghetti with chopsticks aired, their response didn't help has they became angry and aggressive toward the country of China, but they insist on the fact they weren't racist.  Because of its image and the designers problematic situation, I decided to take this brand and try my best to propose an idea to possibly h...
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