DOLCE AND GABBANA WHY?: • HIGH-END LUXURY BRAND • FOCUS ON TRADITIONAL ITALIAN ROOTS • CREATIVE PRODUCTS AND CATWALKS • SUFFERING DUE TO DESIGNERS NOT BECAUSE OF PRODUCTS
CURRENT MARKET POSITION • TRAILING BEHIND COMPETITOR BRANDS SUCH AS GUCCI • LOSS OF CONSUMERS/ LOSS OF SALES • LUXURY BRAND WITH PREMIUM PRICE POINT • 2017 TOTAL TURNOVER WAS 991MILLION EUROS, DECREASED FROM 2016 (€998.5M) • ONLY €119M MORE THAN 2012 REVENUE • COMPETITOR GUCCI 2017 GLOBAL TURNOVER - €6.2 BILLION
WHAT HAVE I DISCOVERED: • CONFLICTED CONSUMER DEMOGRAPHIC • LOTS OF CONTROVERSIES AND BAD PUBLICITY LEADING TO BOYCOTT OF BRAND/ LOSS OF SALES • SOCIAL MEDIA AND INFLUENCER MARKETING BACK FIRES THE BRAND • D&G AND DOLCE AND GABBANA • UNETHICAL – TESTING ON ANIMALS • NO SUSTAINABLE EFFORTS MADE
PRIMARY RESEARCH
RECOMMENDATIONS • RE-OPEN D&G TO TARGET MILLENNIALS - SUSTAINABLE OUTLOOK - APP - INFLUENCER MARKETING - STREET WEAR COLLABORATION • DOLCE AND GABBANA TO FOCUS ON TRADITIONAL DEMOGRAPHIC AND FOCUS ON ITALIAN HERITAGE BRAND