Dolce & Gabbana
by Hannah Rigby
Why I chose this brand I had previously followed Dolce & Gabbana and therefore would like to explore more in the brand.
I was interested in how a luxury brand could change and improve in the future.
I viewed Dolce & Gabbana as a challenge as I knew it would be harder to gather research due to the consumers being from a more niche market,
Current Market Position •
Dolce & Gabbana has been a luxury brand which has continued to grow since it was first founded in 1985.
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However, the past three years has seen the brands growth become more stagnant - a decrease of 7.19 million Euros in annual turnovers between 2016 and 2017.
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Many other brands such as Gucci, Balenciaga and Louis Vuitton continue to rise.
SWOT Analysis I did a SWOT analysis in order to see what strengths and weaknesses Dolce & Gabbana have and from this can gather what opportunities that brand could use to improve in the future.
PESTLE Analysis The PESTLE analysis allowed me to see what were the external and macro factors that were impacting Dolce & Gabbana.
Competitors I looked into Dolce & Gabbana’s main competitors, by seeing what they were currently doing in their current campaigns and runway shows. From this, I was able to compare the dierences between the brands, and to see if the a visual reason to why these brands may be doing better than D&G.
Recommendations •
Change the art direction of Dolce & Gabbana’s campaigns.
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Continue using social media influencer through instagram and campaigns but change the way they are shown so they appeal more to the demographic that they targeting.
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Continuing their strong use of their Italian origins, however with a more fashion forward approach. This may help reach a wider geographical demographic.