FMC Marketing and Management 1

  ^ Dolce and Gabbana's current social media platforms- Instagram, Twitter and Facebook are the 3 social media platforms that Dolce and Gabbana use. Instagram is the main one they use as they post up to 3x a day and have the most social media followings (19.5m). Their Twitter and Facebook are the least interesting as they post the exact same contention both, mostly to promote their campaigns and new store openings with abit of background information, post up to once a day.  Their Instagram definitely stays true to the brands iconic aesthetic, but at the moment have been posting a lot of their photos in black and white. Their Instagram page is very 'clean- cut' promoting campaign imagery or back stage photos from their runways. Its quite boring to look at and wouldn't engage a younger audience as they photos don't interact or relate to a younger demographic.    ^ Dolce and Gabbana's proposed social media platforms- As they only seem to promote t

  ^ Dolce and Gabbana's current demographic- As stated on their website, Dolce and Gabbana claim they cater to all ages, but when researching their target audience the majority of people that came up were ' Middle- aged, high income women/ celebrities'. Virtually no relevant bloggers or young people came up in my research, as this tells me that young people are simply not attracted to the brand. It may be to do with the lack of appealing clothing or the brands creators backward views on society stated in the media. When researching the brands website, their campaigns do present a lot of young social media stars but when actually looking at the brands products; the silhouettes, fabrics and styles sold will most likely attract a more mature women with high income as the products are very expensive. Also when passing the concessions stand in Selfridges, the two women looking at the clothes were white and proberly in their 40s. Most of the celebrities Dolce and Gabbana

  ^ Dolce and Gabbana's current competitors- As Dolce and Gabbana are a luxury high fashion brand their competitors will be in the same category as' high fashion'. Well established fashion houses such as Chanel, Prada, Dior, Fendi, Gucci, YSL etc are all in competition with each other as their all seen as luxuories expensive brands that need to stay relevant with modern times, as many of these houses have been around for decades. I have chosen key/ 'trendy' pieces from each high fashion brand to compete with Dolce and Gabbana as a whole, as I think one of the main causes Dolce and Gabbana are not succeeding as a brand is because they themselves do not showcase a 'gimmicky' item that the public/ bloggers go mad for. Most fashion houses income come from the accessories department (bags, shoes, sunglasses) so its really important Dolce and Gabbana stay on top of this to stay a relevant brand and start creating/ promoting the accessories section to stay cur

My PESTEL for Dolce and Gabbana^

Its very important in todays society to think about the environment and sustainable products as from what the media and environmental groups are warning us about is that the earth is dying out and we only have 12 years to save it before we endanger ourselves. Fashion/ clothing is the 2nd producer in the world that is endangering our planet, this is led down to the sourcing of unnatural fabrics and dyes, that chemicals harm the planet when released into our atmosphere and waters. Also by not recycling our unwanted clothes, clothes end up in lanyards that effect our environment and can lead to killing animals.  What I WILL propose to Dolce and Gabbana is that the new streetwear line will only use fabrics and dyes that are sourced by natural fibres that are biodegradable and won't affect the earths atmosphere or harm workers. Fabrics that are easy to be broken down and recycled when not wanted. I will ethnically also take into account the rate and pay for workers sourcing these

For my proposed marketing strategies for the brand, I proposed that they create a new line called "D&G" that aimed at a younger demographic (17-27 year olds) that sold streetwear/ sportswear, as this is what young people are wearing today and will attract an younger audience into being interested in the brand.  For the new clothing line a would like to produce sustainable and eco-friendly products as its important to look after the environment and the workers that are making the clothes. Fashion brands- such as Stella McCartney only produce and use materials that are vegan friendly (so no leather or fur).  Some Videos I watched on sustainability and how the fashion industry is investing/ producing in eco friendly products.