Fashion Marketing Management 1

Here is my final report, this project has been very interesting and full of new learning materials. Hope you enjoy reading my report and my research blog.  Cloé Vallejo.

Here you can find attached an article about how the brand would potentially not get new designers  after the current designers death.   https://www.telegraph.co.uk/fashion/brands/dolce-gabbana-brand-will-die-designers/

Political Economic Social Technology Environmental Legal Racist Tax evasion High prices Offer rental option Social media platform not that   impressive Could work on IG page --> Ig most used social media platform rn and a lot of brand use it Interact more not just models with clothing or use famous models/famous people Used drones for display bags at show --> not the best/ no one cares Good website Could improve with color Could do an app Give extra clothing to charity (not burn/dispose) Labeled E on Rankabrand (lowest grade) bc D&G didn't communicate concrete info about policies for environment  carbon emissions/labor conditions in low wage country Alternative to cotton/ find healthier alternative to clothing Seem from environmen...

For the proposed social media and influencers, I don' t personally have recommendation for influencers of the brand, other than famous people that people look up to such as the Kardashian, or Michelle Obama or many other. But I do recommend the brand putting more effort into their social media platforms and research what their audience is looking for in order to invite them and other new audiences to come forward. I believe trying to find new influencers is also one priority for the brand as they don't have many like its competitors.

  This mood board shows on the right side multiple competitors of the brand (D&G) such as Gucci and Versace. 

This is my presentation I did for my professors in order for them to see where I was standing and how far I was in my research. I also have added some mood boards at the end and both my SOT and PESTEL analysis. 

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.

Dolce and Gabbana have very strong values coming from the designers, they both are very proud of their roots and try to pursue this in their clothing and advertising. The brands string value and its designers are also somehow the brands weaknesses; the designers have made quite a reputation for them and it is not the best one. Both designers have been accused of racism, discrimination and tax evasion, so their reputation hasn't been as good as it was for a moment. Not only these main problems, buts they also are too hocked on the whole " Made in Italy " mind set. One good things with all these problems its that they make room for a lot of improvement and therefor their list of opportunities is over the roof. Some opportunities for the brand can be social media focus, style focus, wether they should go more street or more classy, even try and change the audience, list goes on. Which could all be hard to achieve if their threats such as the angry people for the ...

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.

    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...