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/

Here is a link that contains interesting research of the brand and its identity.  See the link below.  https://dolceegabbanabrand.wordpress.com/2016/01/20/brand-identity/

Dolce Gabbana's brand ranking. Find link bellow.  https://www.rankingthebrands.com/Brand-detail.aspx?brandID=943

Emilia Clarke is Dolce & Gabbana's main ambassador, she is the face of the brand and their fragrance "the one". Whether it is on their campaign or wearing the brand on the carpet and gala the famous Game of Throne actress is part of the brand and rocks it.  Click  here  to see the campaign video add for the perfume. 

Here is a quote of a marketing strategy report about Gucci, one of D&G's biggest competition. "The Italian brand uses a mix of  demographic  and  psychographic   segmentation  strategies in order to identify the different segmentation variables and come out with offerings which are way ahead of its time in the fashion industry." You can see the rest of the market strategy by clicking  here  .

Useful link about the history of the brand, Dolce was born in a family that had a small clothing shop and therefor had always been into the industry of fashion; and Gabbana went in university for graphic design and quickly moved onto fashion. Both designers worked in fashion a bit before bringing their own brand up.  For more information and the full article click  here  .

Product Price Place Promotion Wide range For all (men, women, kid) Offer all the way from cloth to bags , accessories  , shoes ect. Luxury price Cloth go from 115£ - 7000+£ Global but only large cities No real shops in small cities Good campaign need work to look less all similar Social media is active but room for  improvement These are what I came up with for the D&G's 4 P's. 

This is the famous advert that had lead to multiple racist accusation towards the designers of Dolce Gabbana.  To view the video click  here  !

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 is my proposed idea for the new consumer demographic for D&G. I believe they should continue trying to use as much diversity as they can not just in race but also different types of people, style and gender. Potentially having the brand be for every one and every style to appeal to more consumers.  

I am proposing the brand to potentially focus on a more classic and tailored clothing and keep this high end fancy image. Using colors and fabrics, being eccentric but focus on a quality product and not putting the same things over and over again which is one of the brands problems. Focusing on the brands new image and creating a better version of themselves (D&G). 

Emilia Clarke is the main face of the brand if we are talking influencers. Many other famous stars wear the brand occasionally on the red carpet pr any gala that may be going on. The brand doesn't have a large amount of people that are fully the face of the brand, that could potentially be because of the designers problematic reputation or maybe the brand prefers having fewer ambassadors and is happy with just one face. 

The current consumer demographic is middle aged (30-50 yo) house wife that lives in a rather comfortable lifestyle (most likely in the higher economic class). the brand also has a strong demographic for Italian women. The brand is made for a Italian house wife that is happy to do so. That is obvious in the brands advertisement and campaign. The real consumers do fall in most of these standards, they usually are from a higher economic class and are in their 30-50's. 

  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.