Dolce and Gabbana Marketing Report by my5814

(Ashlee, 2018). 1.0 EXECUTIVE SUMMARY 1.1 WHAT IS THE PURPOSE OF THE WORK 1.2 WHAT METHODS DID YOU USE FOR RESEARCH 1.3 WHAT ARE YOUR MAIN FINDINGS AND CONCLUSION RESEARCHED 1.4 DID YOUR WORK LEAD TO ANY RECOMMENDATIONS TO FUTURE 2.0 INTRODUCTION TO THE BRAND 2.1 STATE WHAT THE REPORT IS ABOUT 2.2 WHAT QUESTION ARE YOU TRYING TO ANSWER?/WHAT PROBLEM ARE YOU TRYING TO SOLVE 2.3 DESCRIBE YOUR STARTING POINT AND BACKGROUND TO THE SUBJECT, EXPLAINING THE RESEARCH THAT HAS ALREADY BEEN DONE 3.0 MACRO ECONOMICAL ANALYSIS

4.0 BRAND MARKETING POSITION BRAND MAP 5.0 COMPETITORS

4-5 4 4 5 5 6-7 7 7 7 8-9 10-11 12-13 14-15

SURVEY 6.0 CONSUMER DEMOGRAPHICS 7.0 PRODUCT SELECTION 8.0 SOCIAL MEDIA AND INFLUENCER MARKETING INFLUENCER INTERVIEW 9.0 MARKETING MIX 10.0 PROPOSED STRATEGY MOOD BOARDS PRIMARY IMAGES PROPOSED BRAND MAP MOOD BOARDS IMAGE BIBLIOGRAPHY 11.0 BIBLIOGRAPHY APPENDIX

16-17 18-19 20-21 22-23 24-25 26-27 28-29 30-31 32-33 34-35 36-38 39 40-41 42-43

C O N T E n t s

(JMManzanares, 2015).

EXECUTIVE SUMMARY

1.1 What Is The Purpose Of The Work? The purpose of the market report is to explore the brand Dolce & Gabbana (D&G) which is currently suffering due to their unethical outlook, which includes homophobic and racist comments. An example of these includes a promotional video featuring a Chinese woman trying to eat Italian food with chop sticks, the instagram account Diet Prada wrote, ““Pandering at its finest, but taken up a notch by painting their target demographic as a tired and false stereotype of people lacking refinement/culture to understand how to eat foreign foods,” (Chelsea Ritschel, 2018). This has caused their current demographic to loose trust in the brand. Within this report innovative ways to expand the brand will be explored to create unique and tangible ways to reinvent Dolce and Gabbana will be created using a variety of research methodologies.

1.2 What Methods Did You Use For Your Research? The research that was conducted in order to find the maximum amount of information. The methods of research used was: primary and secondary. The primary sources included: surveys, primary images, interviews with social media influencers as well as a store visit, where questions were posed to a senior member of staff. The secondary research included: online articles, information from Mintel and Issuu, Dolce and Gabbana’s social media/own website and corporate website.

1.3 What Were The Main Findings and Conclusions Reached? Based on both the primary and secondary research that was conducted the main findings were Dolce and Gabbana’s strengths included: their designs being aesthetically pleasing which has lead to Dolce and Gabbana having a strong portfolio products. Dolce and Gabbana also has a strong demographic, their consumers typically consist of people with a high disposable income allowing them to pay the premium prices D&G charges (Hitesh Bhansin, 2018). However many people associated the brand with being unethical. This is due to D&G testing on animals, the brand also realises excess carbon emission as well as having poor working conditions (Hitesh Bhansi, 2018).

1.4 Did Your Work Lead You To Make Any Recommendations For The Future? These findings lead onto the recommendations which included: the brand being more ethical- using natural harmless products to reduce carbon emission as well as stopping testing on animals and stop using fur in their products due to this being harmful to the environment. Another recommendation formed based off the research was to form a hotel with a spa and a spa line with a D&G interior also using D&G products such as items from the Dolce and Gabbana x Smeg line, D&G fragrances and D&G homeware. This recommendation was made due to D&G offending many of their consumers in the fashion industry causing them to loose trust in the brand and lead to them boycotting the brand. Moving into a new industry would provide D&G with a new demographic and the ability to reinvent the brand, to make them appear ethical in the future.

I N T R O D U C T I O 6N

TO THE

2.0 Introduction To The Brand Dolce and Gabbana (D&G) is a luxury fashion brand that retails fragrances, garments, footwear, cosmetics and handbags at a premium price. D&G was founded in 1985 by Stefano Gabbana and Domenico Dolce (D&G Corporate, 2018). 2.1 State What The Report is About This report is being conducted to find the strengths and weaknesses of D&G in order to discover new opportunities to re-establish the brand. Due to the fashion industry being affected by social media, evolving technology as well as consumers being increasingly aware of their environmental and social impact it is important that brands such as D&G constantly develop with these changes. The outcome of this report suggests the brand could be developed in to a new segment, brand extensions, the development of new products and the development of a stronger social media strategy.

BRAND

(Instagram/dolcegabbana, 2019).

2.2 What Question Are You Trying to Answer?/ What Problem Are You Trying To Overcome? The main issue D&G is facing is their unethical approach which is causing them to lose their strong brand image. Controversies include: homophobic and racist comments such as referring to Elton John’s family as ‘artificial’ due to his children not being born in a traditional way, tax evasion, a controversial Chinese advert, dressing Melania Trump and selling shoes named ‘slave sandals’. These problems have offended their consumers and the general public, causing the brand to generate negative publicity and loose loyal customers that do not wish to be associated with buying into brand spreading negativity. In addition, D&G has caused conflict as the brand tests their products on animals, use fur/animal products in their products as well as not being sustainable (Jacob Bernstien, The Times, 2018). All of these factors have caused their consumers to lose trust in the brand, with Asian consumers boycotting the brand due to comments such as, “Ignorant dirty smelling Mafia,” made by Stefano Gabbana (Business of Fashion, 2019). As a result the business has begun to decline and there have been rumours of closure since March 2018, however they have rejected all offers to be bought out (Business of Fashion, 2018). 2.3 Describe Your Starting Point and Background To The Subject, Explaining The research That Has Already Been Done Initially, secondary research was gathered such as: reading articles, using mintel, online articles, D&G’s social media, corporate and own website as well as reading online. The aim was to get a general summary of D&G. Following on from this, primary research was carried out; this started with a survey to explore what the public liked and disliked and what they were aware of with respect to D&G. Subsequently, interviews were conducted with social media influencers (such as Chloe Rose Moutter, Amelia Brown and Alex Surrey), primary images of D&G products from their own store as well as department stores such as Flannels, Harrods and Harvey Nichlos and a store visit to the London, Kensington store where an interview with a senior member of staff was conducted with questions regarding their best selling items, types of customers and D&G.

MACRO ECONOMIC

ANALYSIS

Pestle

D&G is

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8 (See figure: 1)

D&G has a strong brand image, with a demographic of elite, wealthy consumers. D&G is known for having a strong portfolio of products.

D&G has used drones in their fashion shows to create innovative ways to include technology in their work.

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POLITICAL

The political factors surrounding D&G include homophobic comments, racist comments/controversial adverts and sexist comments. The promotional advert was especially politically incorrect as the video was seen as, “disrespectful to the Asian woman.” This led to D&G losing a lot of Asian consumers as well as their Shanghai fashion show being cancelled (Kibwe Chase-Marshal, 2018).

ECONOMICAL

SOCIAL

D&G is known for having a strong brand image with a demographic of elite consumers. D&G sell their products at a premium price, allowing the brand to create a desirable appeal to their consumers as well as having a strong portfolio of products and accessories. D&G promotes the brand via social media, however, they do not interact with social media influencers or have social media influencers promote their products via posts of images on their instagram feed. This could damage them as D&G are not engaging with the current ways their consumers view their content such as not promoting their products through influencers. This method has proven to be successful with 45% of instagram users in Britain saying they follow fashion accounts to gain inspiration on what to wear as well as 71% of people saying they are more likely to purchase something when seeing it has been recommended (Natalie Hunter, 2018).

TECHNOLOGY

Dolce and Gabbana has incorporated technology into their fashion shows by using drones to show their handbags (Thuy One, 2018). This was an innovative way to incorporate modern technology into the brand, as well as making their runway alternate and creative. Although this is positive, many did not like this due to it delaying the fashion shows start time as well as affecting the types of technology the audience could use during the fashion show. D&G could further their use of technology by having an app consumers could purchase and look at their products. This would be more accessible and allow D&G to keep up with competitors that currently have apps. Although D&G’s website could be more clear to use, the website contains links to their new fashion show as well as sections of the website with a unique layout based on the style clicked on. For example #DGMilennials which has a black background with a crowded collage of their products, which contrasts to their main website which has a white background and images spaced out (Dolce and Gabbana, 2019). This engages with their consumers by allowing them to see more from the brand. .

LEGAL

D&G has faced a lawsuit with sports brand Puma due to D&G selling sandals which are too close to Puma’s designs (Fashion United, 2018). D&G has also faced their social media accounts being hacked which their legal team has had to investigate due to the brand facing negative publicity for this. “Our Instagram account has been hacked. So has the account of Stefano Gabbana. Our legal office is urgently investigating. We are sorry for any distress caused by these unauthorized posts. We have nothing but respect for China and the people of China,” (China Daily, 2018).

ENVIRONMENT

D&G is one of the lowest scored brands for sustainability due to their poor labour conditions as well as carbon emissions (Rankabrand, unknown). They are also known for testing their products on animals and using fur in their products (PETA, unknown). Environmental impact humans have on the environment is growing in awareness with consumers consciously picking natural over animal products. As well as the use of fur being arguably cruel it is also a product that causes pollution and involves an energy-consumptive process consumers are not wanting to be associated with (Fur Free Alliance, 2019).

(See figure 2).

BRAND PMARKET O S T I O N

(Logpipw, unknown).

S W O T

The strengths D&G has is a strong brand image as they’re known for their unique designs. They also have a strong demographic with consumers from an elite society and a strong portfolio of products and accessories. D&G has recently suffered due to their unethical outlooks speciﬁcally homophobic and racist comments. They have also had controversies including tax evasion and consumers boycotting the brand. There are opportunity’s within the brand to appear more ethical to their demographic and the public in order to regain trust. There is also an opportunity for D&G to stop testing on animals and to be more enviromentally friendly. D&G has many competitors that are very successful including: Gucci and versace. There are cheap imitations of their products sold due to the price point of the products.

Strengths- The strengths D&G are known for are having are incredibly unique designs, which has created a strong portfolio of products and accessories. D&G has also gained extremely loyal customers, as well as demographic with a high disposable income allowing them to pay their premium prices. The products D&G sells are also of a high quality which influences consumer loyalty in a positive way (Hitesh Bhansin, 2018). Weaknesses- However, they have many weaknesses originating from their unethical approach, which has, over time, damaged their brand image and disappointed a lot of their demographic. In addition, they have tested on animals, they release carbon emissions, used tax evasion techniques and have poor working conditions (Hitesh Bhasin, 2018). Opportunity- Due to this there are opportunities for the brand to become more charitable, economic and socially conscious to correct the mistakes that have been made. Due to the mistakes made it maybe challenging for D&G to regain trust lost from loyal customers in the fashion industry. This is due to the racist and homophobic comments made. During the primary research a survey was taken asking if people would shop at D&G they answered: “Pretty much all of what these issues go against my beliefs,” “from all the issues I would not shop at D&G,” “to be honest all the issues put me off to some degree but mainly the price point,” and “homophobia and racism,” (see figure 3). These results demonstrate how D&G has lost the public’s trust which has damaged the brand. However, due to their demographic losing a lot of trust in the brand as well as consumers trying to boycott, due to the negativity it would be suitable for the brand to expand into a different industry to re-establish themselves. Threats-The threats the brand is facing are: cheap imitations of their products being made and sold at a lower prices. There is also a lot of current competition that is very successful including brands like Gucci and Versace(MBA Skool, unknown).

(Ikrix, unknown).

Luxury

Exclusvity

Inclusive

Inexpensive (See figure 4).

MAP

B R A N D

P E

O R 14

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T I

D&G’s current market position sits with luxury competitors such as Versace and Gucci. On the brand map compiled the luxury was compared to expense. D&G was placed slightly underneath Chanel and Versace and above Valentino in the luxury price and exclusive category. This is due to these brands having an elite demographic, a premium price range and being sold in limited stores. However D&G is placed lower than Versace as well as Chanel as their products are more exclusive and have a higher price point. Other competitors of D&G’s which fall into the luxury and inclusive sector are: Gucci, Louis Vuitton, Saint Laurent, Burberry and Alexander Wang. With Gucci, Saint Laurent and Louis Vuitton. The brands in the inclusive and expensive bracket are Ralph Lauren and Armani, being the most expensive and Zara and ASOS being the least expensive. Guess and Coach are in the exclusive yet inexpensive sector. All of D&G’s competitors have similarities within their brand such as quality, demographic, style however they can be differentiated via exclusivity and luxury. In the mood board curated it shows D&G’s as well as their luxury competitors products, images of D&G’s competitors, D&G’s different product lines including fragrances and collaborations as well as publicity.

S U R V E Y

how often do you buy from high end brands? yearly

monthly i have made 1-5 purchases over the past 5 years

i have never bought from a high end brand

have You bought from dolce and gabbana before?

y e s

n o

have you bought from D&Gâ&#x20AC;&#x2122;s competitors before?

gucci armani

versace

dior i have not bought from d&Gâ&#x20AC;&#x2122;s competitors before

what is most likely to affect your when buying from a brand the price point

overall look/or style

ethics of the brand

(See figure 5-8).

C O N S U M E E R

D E M O G R A P I C

As stated by the founders of D&G (Dolgab, 2016) D&G’s typical female consumers are, “strong woman who knows herself and knows she is liked. The Dolce & Gabbana woman is strong: she likes herself and knows she is liked,” Their male demographic is, “at ease and dresses for himself, a little hedonistic he pays considerable attention to detail. He loves everything that doesn’t schematic him. He’s free and he’s successful” (D&G Corporate, unknown). Dolce and Gabbana has tried to reach the younger generation by including Internet ‘stars’ in their fashion shows, this was to encourage more engagement with social media and reach younger viewers as a new demographic (Jessica Bumous, Unknown). However, their current age demographic is from 20-25 years old, people with a high disposable income, a luxury lifestyle and enjoy fashion (Creative Advertising Process, 2013). Although their is a limited amount of information on D&G’s current consumers during the primary research to the store visited the question ‘who is your typical customer’ was posed to a senior member of staff who stated, “we’re in the centre of London so we get a wide variety of customers. We get people of all ages however most of our customers are young, Dolce and Gabbana is for everyone,” (see figure 9).

(Le Fashionste, 2018).

D&G has a wide range of mens, women’s and children’s garments, accessories and fragrances. These products are all retailed at premium prices in line with the brand’s strategy to be luxurious and desirable. Part of the primary research was a store visit which included an interview with a senior member of staff. In this interview the staff member stated that their highest performing products are: t-shirts and tracksuits (see figure 9). However, due to issues outside of their product range 500 million dollars is at risk due to the company offending their Chinese demographic (Reuters, 2018). D&G has also released two collaborations with the domestic appliance company Smeg. The two companies created two kitchen appliance lines following on from an initially successful collaboration (Eliza H, 2018). The line did well due to its unique aesthetic based on heritage and Sicilian bold style (Smeg UK,/2017). “The kitchen is becoming a gallery for art instead of just another dull room with the help of this new and exciting collaboration,” (Trend Stop, 2017).

(Williams Sonoma, 2018).

PRODUCT SELECTION 20

S OM C E I D A A LI

INFLUENCER

MARKETING 22

(Instagram/dolcegabbana, 2018).

N A D

D&G has a big social media platform with 19.1 million Instagram followers (Instagram, 2019), 11,597,802 FaceBook likes (FaceBook, 2019) and 325,223 YouTube subscribers (YouTube, 2019). D&G’s social media is used to display photo-shoots of their various collections to show and advertise what the company is doing. Despite D&G having a big following on their social media they have received negative publicity due to comments made by the owners such as: calling actress/singer Selena Gomez ugly as well as referring to Kim Kardashian as, “the most cheap people In the world,” (Cosmopolitan, 2019). During the interviews with social media fashion influencers they were asked a series of questions based on being an influencer and their opinion on D&G. Many of them said they would not choose to advertise a brand that they believed was unethical. “I would never promote a brand that I wouldn’t recommend or use myself, I’m very grounded with this.” Another influencer said, “I would only work with a brand I genuinely believed and have genuine interest in, I’m all about showing an authentic lifestyle on social media”() (see figure ??? ). During the interviews they were asked their opinions on D&G, they stated, “I have no real opinion on D&G but have heard that racist comments have been made from the brand which would have put off ever buying from D&G.” Other influencers stated that they weren’t too familiar with the brand and they liked their aesthetic. D&G engages with their followers via having social media personalities such as Cameron Dallas and Negin Marshal in their catwalks; a strategy designed to interact with their millennial demographic, (Natalie Yiassoumi, 2017). The social media celebrities that walked the catwalk posted pictures on their social media as well as D&G sharing images on their own instagram page which gathered a positive stimulation over the fashion show and increased the publicity surrounding it.

Alex C Surrey Chloe Rose Moutter 1. As influencers do you find it important to keep up to date with the ethics of a brand? “In terms of brand do you mean my own brand or working with others? If my own brand then yes this is key to ensure I’m consistent with what I am posting and putting out there and making sure my instagram, youtube and bog all align so its definable as me.” 2. Would you advertise or share photos of you wearing a brand that has unethical policies/ negative public image? “I think this is very broad...? However I wouldn’t ever promote a brand I wouldn’t recommend or use myself and I am very grounded with this.” 3. Whats your opinion on Dolce and Gabbana? .”Grew up wearing the brand as my mother would dress me so I’ve always had a background and love their quirky designs.” 4.If you were to purchase something from Dolce and Gabbana what would it be? E.G handbags, homeware, clothes “Loved their past spring and summer range so probably clothes or handbag.” 5.What Influencers your purchasing decision most? “Quality over quantity and it has to be something beneficial therefore if its clothing or accessory it will be something I can wear numerous times and style various ways.” (See figure 10-13).

Amelia Brown

1. As influencers do you find it important to keep up to date with the ethics of a brand? “Yes absolutely, I’m really against fast fashion and make a conscious effort to only buy/receive clothes that are transitional or will go with a lot of different outfits.” 2. Would you advertise or share photos of you wearing a brand that has unethical policies/ negative public image? “Never.” 3. What’s your opinion on Dolce and Gabbana? “I have no real opinion but have heard that racist comments have been made from the brand which would have been made from the brand which would have put off ever buying from D&G.” 4.If You were to purchase something from Dolce and Gabbana what would it be? E.G handbags, homeware, clothes “Most likely jewellery or sunglasses to avoid any animal cruelty but I wouldn’t ever buy from D&G.” 5.What Influencers your purchasing decision most? “Whether I can wear it again and again and if it makes me feel good! I am influenced by bloggers/influencers if I like their style but would like to think I have my own look!”

1. As influencers do you find it important to keep up to date with the ethics of a brand? “Yes to some extent.” 2. Would you advertise or share photos of you wearing a brand that has unethical policies/ negative public image? “I only work with brand I genuinely believe in and have genuine interest in, I’m all about showing an authentic lifestyle on social media to portray a positive image.” 3. What’s your opinion on Dolce and Gabbana? “I have massive respect for both of them” 4.If You were to purchase something from Dolce and Gabbana what would it be? E.G handbags, homeware, clothes “I have a few bits from D&G including my specs and sunglasses but they make the coolest homeware too.” 5.What Influencers your purchasing decision most? “If I like something.”

Influencer interviews Patricia Batatas 1. As influencers do you find it important to keep up to date with the ethics of a brand? “Absolutely- after all, when we promote an item of clothing or product, we’re also promoting that brand.” 2. Would you advertise or share photos of you wearing a brand that has unethical policies/ negative public image? “I would try not too.” 3. What’s your opinion on Dolce and Gabbana? “Admittedly I don’t know too much about the brand as I’m not too into designers myself.” 4.If Were to purchase something from Dolce and Gabbana what would it be? E.G handbags, homeware, clothes “Sunglasses are the first thing that comes to mind.” 5.What Influencers your purchasing decision most? “Price and whether it will fit seamlessly with my current style.”

MIX

Product- D&G has a wide range of high quality products. Their range includes: womenswear, menswear, children’s clothing, beauty, accessories, shoes and homeware. All of D&G’s products reflect their bold, colourful style. Place- D&G has a small amount of their own stores world wide, a strategy designed to keep their products exclusive, and in doing so to appear more impressive. In the UK D&G has three London stores and their products are sold in the department store Harrods in London. Select products are sold in smaller department stores in the UK such as Harvey Nichols and Flannels. Globally D&G has 222 stores in 41 countries, each store has its own style to give their consumers a unique experience and a different story for each individual store, (Business of Fashion, 2016). PromotionD&G promotions include sales which are more accessible to their consumers online due to D&G having a limited amount of stores. D&G also has fashion shows, promotional videos and photo-shoots which are shared on their social media platforms as methods to promote what the company is selling each season. D&G advertises through their website, TV adverts, social media as well as adverts in magazines such as Vogue. D&G is known for having controversial adverts to catch their consumers attention, however some of the promotional videos have backfired and have led to their fashion shows being cancelled. (CNN Style, 2018). PriceD&G’s products are sold at a premium price in order to maintain the brand as being luxury and desirable. D&G’s most expensive products are women’s shoes and garments. One of the reasons D&G’s prices are high is due to loyal consumers being willing to pay for the name of the brand as its associated with wealth, the way their consumers would like to be seen. Other reasons are the quality of the products is regarded as being high and D&G make use of celebrity endorsements (Mbaskool, 2018).

(Posta Magazine, 2016). (BagsSimple, Unknown). (Walden Concept, unknown). (Lyst, Unknown).

MARKETING

(Modaoperandi, Unknown)

P R O P O S E D

S T R A T E G Y

Based on the research into the different sectors of the brand as well as discovering D&G’s weaknesses and strengths the recommendations are: to aim at a new demographic of women and couples aged 25 and above, to open a luxury hotel and spa, with a spa line. The spa line should use all natural harmless ingredients. The hotel and spa should reflect the aesthetic of the brands homeware line, as well as using their popular products such as the fragrances. D&G should also stop testing on animals throughout all of the lines and be cautious when making comments on who it may offend to avoid negative publicity. The hotel should contain a spa, restaurant, gym and premium suites. D&G’s new brand market position is within the hotel and spa industries, with their competition sitting with the luxury hotel and spa companies. This is due to D&G currently having an elite demographic that can afford luxury hotels. The hotel competitors would include: Mandarin Oriental, Four Seasons and St Regis. As well as fashion houses that already have their own hotels such as Fendi, Dior Suite, Palazzo Versace and Armani. D&G should also make a website and app for consumers to see the hotel, this should be clear to use and also reflect the brands style. Proposed consumer demographic The proposed consumer demographic is women and couples aged 25 and older. The ideal consumer would have a high disposable income, allowing them to afford a luxury lifestyle. They would have an interest in travelling and take vacations regularly. They would also have an interest in health/well-being, they would be interested in well-being products such as diffusers, healing crystals and organic materials and food. As the hotel contains a spa and gym, they would likely have an interest in a healthy lifestyle as well as maintaining a mental health lifestyle. In order to bring D&G’s Instagram into the hotel and spa industry the recommendations made would be to have a side Instagram for all hotel and spa posts. To increase its popularity they should use lifestyle influencers as well as reality TV stars to promote the idealistic lifestyle their consumers desire. The ideal influencers would be influencers that promote healthy living and mental wellness to reflect the organic materials that would be used in the spa. D&G’s main Instagram account should follow the D&G aesthetic as well as using fashion influencers to share images of them wearing D&G garments. Their social media presence should be more positive, when commenting on other posts or on other peoples’ to ensure they don’t offend. Beyond this D&G could also collaborate with other brands or companies on social media to generate unique posts.

(See figure 14).

P RI I M MA AG R E Y 32

(Ikrix, unknown).

LUXURY

AESTHETICALLY PLEASING

AESTHETICALLY DISPLEASING

INEXPENSIVE 34

(See figure 15).

p r o p o s e d

b r a nm da

HOTEL These mood boards show the general style of the hotel, spa and packaging and where the

SPA

IMAGE BIBLIOGRAPHY

(Cell Code, Unknown).

PACKAGING

Ashlee Thompson (2018) Dolce and Gabbana Designed Appliances, Retrieved From, https://www.cnet.com/news/stop-and-look-at-these-dolcegabbana-designed-smeg-appliances/ Bags Simple, (unknown), Dolce Gabbana Luica Mini Leather CrossBody Bag, Retrived From https://www.bagssimple.com/product_detail. php?c=dolce%20gabbana%20leather%20cross%20body%20bag%20pink%20 womendolce%20and%20gabbana%20espadrillesdolce%20gabbana%20bagslargest%20collection&p=5 Cell Code, (unknown) Dolce and Gabbana Accessories, Retrived From https://cellcode.us/quotes/and-dolce-gabbana-accessories.html Ikrix (unknown), Dolce and Gabbana Carretto Siciliano Print, Retrieved From https://www.ikrix.com/hk/carretto-siciliano-print-tshirt-dolce-gabbana-31056 Instagram/dolcegabbana (2018/2019) Retrieved From https://www.instagram.com/p/Btl9yEHg03t/ JMManzanares (2015) Dolce and Gabbana Spring Summer 2015, Retrieved From, https://www.josemariamanzanares.com/en/portfolio-items/gabanna-spring-summer-2015-by-stefano-gabbana/ Le Fashioniste, (2018) Sicily Is My Love Dolce and Gabbana E Smeg, Retrived From https://www.nozziamoci.it/sicily-is-my-love-dolcegabbana-e-smeg/ Logpicw, (unknown) Absolutely Stunning Dolce and Gabbana Chinoiserie Print http://logpicw.pw/Absolutely-Stunning-Dolce-amp-Gabbana-Chinoiserie-Print-34-Linen.html Lyst, (Unknown), Womens Dolce and Gabbana Mambo Collection, Retrieved From https://www.lyst.co.uk/shop/trends/dolce-gabbana-mambo/ Modaoperandi, (Unknown) Poppy Print Sleevless Organza Dress, Retrived From https://www.modaoperandi.com/dolce-gabbana-ss16/poppy-print-sleeveless-organza-dress Posta Magazine, (2016) Shoes, Bags and Blogs, Retrived From http://posta-magazine.ru/style/sneakers-summer-fall-2016 Walden Concept, (unknown) Dolce and Gabbana Robe Midi, Retrieved From http://www.walden-concept.fr/dolce-gabbana-robe-midi-en-cady-àimprimé-bread-femme-noir-prêtàporter-robesdolce-gabbana-blush-sesoutlet-p-460.html William Sonoma (2018), Smeg and Dolce and Gabbana Team Up, Retrived From https://blog.williams-sonoma.com/smeg-and-dolce-gabbana-appliances/

BIBLIOGRAPHY Bard Wilkinson, CNN Business (November 24th 2018) Retrieved From https://edition.cnn. com/2018/11/23/business/dg-in-china-intl/index.html Business of Fashion (April 5th 2018), Dolce and Gabbana Speak Out On Succession Plan, Retrieved From https://www.businessoffashion.com/articles/news-analysis/dolce-gabbanaspeaks-on-succession-plans Business Of Fashion, Dolce and Gabbana’s Local Retail Revolution, Retrieved Fromhttps:// www.businessoffashion.com/articles/news-analysis/dolce-gabbanas-local-retail-revolution Chelsea Ritschel, The Indepent (2018), Dolce and Gabbana Accused Of Raccist Campaign, Retrieved From, https://www.independent.co.uk/life-style/fashion/dolce-and-gabbana-campaign-racism-china-dg-loves-china-fashion-designer-a8643761.html China Daily, (23rd November 2018) Dolce and Gabbana Legal Issues Official Apology, Retrieved Fromhttps://www.thejakartapost.com/life/2018/11/23/dolce-and-gabbana-issues-official-apology.html CNN Style, Dolce and Gabbana Cancels China Show Amid ‘Racist’ Ad Controversy (22nd November 2018) Retrieved From https://edition.cnn.com/style/article/dolce-gabbana-shanghai-controversy/index.html Cosmopolitan (January 8th 2019) Kim Kardashian Instagram Story Dolce and Gabbana Backlash, Retrieved fromhttps://www.cosmopolitan.com/uk/fashion/celebrity/a25808276/ kim-kardashian-instagram-story-dolce-and-gabbana-backlash/ Creative Advertising Process, (October 31st 2013)Dolce and Gabbana Target Audience, Retrieved Fromhttps://ashleighsadvertising.wordpress.com/2013/10/31/dolce-and-gabbanas-target-audience-20-25/ D&G Coperate (Unknown) The Group, Retrieved From http://www.dolcegabbana.com/corporate/en/group/company.html Dolce and Gabbana Corporate (2018), The Brand, Retrieved from http://www.dolcegabbana. com/corporate/en/brand/brand-dg.html Dolgab (January 20th 2016) Who Does D&G Appeal Too, Retrieved From https://dolceegabbanabrand.wordpress.com/2016/01/20/target-market/ Eliza H, (9th July 2018), retried from https://www.homeanddecor.com.sg/articles/109622these-smeg-x-dolce-gabbana-cookers-and-extractor-hoods-are-super-ott FaceBook, (2019) @DolceandGabbana, Retrieved From https://www.facebook.com/DolceGabbana/ Fashion United (July 13th 2018), Puma Looses Legal Battle With Dolce and Gabbana Over Fur Sandals, Retrieved From https://fashionunited.uk/news/business/puma-loses-legal-battle-with-dolce-gabbana-over-fur-sandals/2018071330744 Fur Free Alliance, (2019) Environment and Health, Retrieved Fromhttps://www.furfreealliance.com/environment-and-health/ Hitesh Bhasin, (July 13th 2018), SWOT Analysis Of Dolce and Gabbana Retrieved From https://www.marketing91.com/swot-analysis-of-dolce-gabbana/

Instagram, (2019) @Dolcegabbana, Retrieved From https://www.instagram.com/dolcegabbana/?hl=en Jacob Berninstien, The Times, (19th March 2018) In The Face Of A Boycott, Dolce and Gabbana Discomfort, Retrieved From https://www.timeslive.co.za/sunday-times/ lifestyle/2015-03-19-in-the-face-of-a-boycott-dolce-and-gabbana-cause-discomfort/. Business of Fashion (22nd January, 2019), Boycott Dolce and Gabbana, Retrieved From https://www.instagram.com/p/Bs7c4IrFCTz/ Jessica Bumpus, Now Fashion (Unknown) Dolce and Gabbana Dawing on The Age Of Millennials, Retrieved From, https://nowfashion.com/dolce-gabbana-the-dawning-ofthe-age-of-millennial-20882 Kibwe Chase-Marshall (November 21st, 2018), A Brief History of Dolce and Gabbana being Racist, Sexist and Homophobic, Retrieved Fromhttps://www.out.com/popnography/2018/11/21/brief-history-dolce-gabbana-being-racist-sexist-and-homophobic MBA Skool (unknown), Dolce and Gabbana SWOT Analysis, Competitors and USPhttps://www.mbaskool.com/brandguide/lifestyle-and-retail/990-dolce-and-gabbana. html Mbaskool, (2018) Dolce & Gabbana (D&G) Marketing Mix (4Ps) Strategy, Retrived Fromhttps://www.mbaskool.com/marketing-mix/products/17417-dolce-n-gabbana.html Natalie Hunter, Retail Gaze (1st June 2018) How Social Media And It’s Influencers Are Driving Fashion, Retrieved From https://www.retailgazette.co.uk/blog/2018/06/comment-how-social-media-and-its-influencers-are-driving-fashion/ Natalie Yiassoumi, Launch Metrics (June 30th 2017) Dolce and Gabbana Loves Millenials, Retrieved Fromhttps://www.launchmetrics.com/resources/blog/dolce-gabbana-loves-millenials PETA (unknown), Dolce and Gabbana Exposed: Investigation Reveals Rabbits Are Tortured For ‘Orylag Fur’ Retrieved From https://support.peta.org/page/4629/action/1?locale=en-US RankaBrand (unknown) How Sustainable Is Dolce and Gabbana, Retrieved Fromhttps:// www.rankabrand.org/sustainable-luxury-brands/Dolce+&+Gabbana Reuters (26th November 2018) Dolce and Gabbana Chinese Outfit Proves Reversible, Retrieved From https://uk.reuters.com/article/us-dolce-gabbana-china-breakingviews/ breakingviews-dolce-gabbanas-chinese-outfit-proves-reversible-idUKKCN1NV0TI Smeg UK (5th April 2017) Dolce and Gabbana and Smeg, Retrieved from https://www. smeguk.com/news/dolce-gabbana-and-smeg-sdas/ Thuy Ong (February 26th 2018), Dolce and Gabbana Used Drones Down The Runway Instead Of Models, Retrieved Fromhttps://www.theverge.com/tldr/2018/2/26/17052896/ dolce-gabbana-drones-handbags Trend Stop, (2017) Dolce and Gabbana X Smeg, Retrieved From https://blog.trendstop. com/2017/05/dolce-gabbana-x-smeg/ YouTube, (Unknown) Dolce & Gabbana, Retrieved From https://www.youtube.com/ channel/UCnsNsFAFPvFwpbaHJf2JtCQ

APPENDICES Figure 1: PESTLE Analysit

Figue 5-8: Statics from Survey

Pestle

D&G is known for testing their products on animals as well as using fur/or other animal products.

D&G has made many offensive comments to the lbgt community as well as racist comments. They have also committed tax evasion.

D&G has a strong brand image, with a demographic of elite, wealthy consumers. D&G is known for having a strong portfolio of products.

D&G has used drones in their fashion shows to create innovative ways to include technology in their work.

D&G has faced a legal battle with the fashion brand puma over fur sandals. Puma has said it was too similar to their designs

D&G has one of the lowest sustainability scores out of many luxury brands. This is due to D&G labour conditions, policies about the environment and carbon emission.

Figure 2: SWOT Analysis

S W O T

Figure 9: See research blog for full interview. Figure 10-13: Infographic from Social Media Influncer Interview

Figure 3: Survey, question 4. See research blog for the full survey. S

Figure 4: Current Brand Map Luxury

Figure 15: Primary images, see research blog for all primary images. Figure 16: Proposed Brand Map LUXURY

Exclusvity

Inclusive

AESTHETICALLY PLEASING

AESTHETICALLY DISPLEASING

Inexpensive

INEXPENSIVE

HARRIET JACKSON MARKETING AND MANAGEMENT 1 BA(HONS FASHION MANAGEMENT AND COMMUNICATION 44