FMC Marketing and Management 1

  Since 2018, Emilia Clark has been an ambassador and front campaigner for the Dolce and Gabbana brand. Emilia is a 32 year old actress and landed success from the popular TV show 'Game of thrones'. I find the use of Emilia Clark very confusing for Dolce and Gabbana, as I don't understand why they have used her, as she doesn't present the brands aesthetic. Yes she is beautiful, but doesn't portray the 'Sicilian look' that Dolce and Gabbana strive for in everyone of their campaigns, for starters she's British, petite and has pale skin which is not the 'Dolce and Gabbana look'. If their trying a new technique to appeal to a younger audience, Emilia isn't the way to go. She's 32, which to millennials is considered 'old' and in the campaigns wears form fitting clothes which do not attract a younger audience. Yes, she is a familiar face and many millennials do watch Game of...

Instagram (19.4 million)- Currently their highest following form of social media. Posting 3 lots of content everyday. The majority of their content is backstage photos from their fashion shows or campaign advertisements. Its all very 'clean cut' and colourful to look at, can easily see its all been very staged from how the models are posing to the arrange of models. Keeps to the brands aesthetic of florals and religious symbols.  - Overall quite boring to look at and doesn't really capture a 'youthful' tone to the brand that D&G so desperately want. They do capture their 'social media influencers' that have modelled on the runway for them in a series of photos but not in a 'edgy' type way that would attract a younger audience.  Very high fashion how everything looks clean and professionally captured.      Twitter (5.25 million) and Facebook ( 11.4 million) - Both post EXACTLY the same content, posting...

As you can see, its not very surprising the positioning of Dolce and Gabbana on the map. They are definitely up there with the most respectable and established fashion houses, such as Chanel and Prada. Their iconic, classic, Sicilian style has kept the house running for many years, but for the millennial decade has started to decline. If to keep relevant they need to move over to the 'High priced, Edgy modern' section as this is what young people are attracted to/ wearing today. Fashion Houses such as Givenchy and Louis Vuitton have been around for decades, much longer then D&G, but because they update and revamp the brand/ clothing every couple of years; their clothes are still very successful as they relate to the decade and audience preceding as still being very desirable. Example: Virgil Abouh the owner of the luxury streetwear brand 'Off White', is now head designer of Louis Vuitton menswear. This is a very smart m...

As you can see Dolce and Gabbana are very interactive with their social media platforms and have very large following, their one of the top brands to follow on social media. Maybe because of their content they present or quite likely it will be down to there public controversial opinions, that the public could see as entertaining.    I was quite surprise to see that Dolce and Gabbana were 3rd on the youtube table, above some very established and respected beauty brands; as they don't really promote their beauty line enough. But their videos allow audiences to learn 'how to do make-up looks' from their editorials and runway shows, and also offers backstage access (a look behind the scenes) of campaigns and collections.  

   In the mix of their main competitors; they come across as in the middle, which isn't good but isn't bad, it just means the brand doesn't stand out as much as their hight competitors. This is a graph to show the brand 'Gucci' in  comparison to Dolce and Gabbana. As you can see Gucci's profits keep going up and up. 

https://www.statista.com/search/?q=Dolce+%26+Gabbana&language=0&p=3 From what I understand about about these statistics, is that throughout the years, Dolce and Gabbana have been up and down when it comes to profits and income. In the most recent year (2017), shows that the turnover had declined a bit but profits were still up. This is good news for the brand as the turnover might not as been high as last years but profits are definitely up by a large percentage, so this shows that people are still buying for Dolce and Gabbana. This might be down to opening more stores across the globe or having a different approach to brand strategy. FW17 was the first year the brand used social media influencers and bloggers on their runway, so this might have impacted their profits in the long run as this was the only thing I could find that was significant for the brand in that year. 

"With its luxurious and unique style, Dolce & Gabbana have captured the eye of  Hollywood  with the utmost celebrities such as Madonna, Monica Bellucci, Isabella Rossellini, Kylie Minogue and Angelina Jolie who wear their designs."  They  describe their female customer to be: "The Dolce & Gabbana woman is  strong :  she likes herself and knows she is liked. A  cosmopolitan woman  who has toured the world but who doesn’t forget her  roots . A woman who indifferently wears extremely  sexy  guêpières or bras that can be seen under sheer clothes, contrasting them with the very masculine pinstripe suits complete with tie and white shirt or a men’s vest. She always wears very  high heels  which, in any case, give her both an extremely feminine and sexy way of walking and unmistakable posture. She loves that so masculine cap imported from Sicily and the rosary of the first Communion which she wears as a neck...

using iconic women of style that blend well into the brands aesthetic:  Monica Bellucci, Carla Bruni, Barabra Palvin, Sara Sampaio,  Helena Christensen, Eva Herzigova.

Personally, I think the reasons for Dolce and Gabbana's downfall have to relate to their controversial opinions broadcasted in the media and also their brand image and how its not relating to millennials.   1. Being racist and homophobic in a decade like to day is seen as highly offensive and insensitive. Its not cool to be ignorant. Many millennials have grown up in a age were its accepting to be different and opened about certain ways off life, so for Dolce and Gabbana to be making such old and traditional comments on modern ways of life is really damaging for the brand and will not attract a younger audience who have quite liberal views. Also to say Dolce and Gabbana are both gay its very hypocritical of them.  2. They don't sell desirable luxury goods. I think this is one of the main reasons the public don't buy form Dolce and Gabbana. Brands such as Gucci, Louis Vuitton, Prada...

    Dolce and Gabbana's apology video to the Chinese government and people.

For over the last few years, Dolce and Gabbana have been causing themselves a lot of controversy for when it came to their out spoken political views on society and their religious ways of life. This has effectively been damaging to the brand and causing a decrease in their sales and even a 'Boycott' which was a protest against the brand. As society is moving forward, people today are a lot opened minded to what they were 10 years ago, accepting every kind of person and their paths in life. This shows that D&G are not keeping up with modern times e.g.) the 'Modern women', their views have made the brand very hard for people to be loyal customers to and have damage the brands reputation.  March 2015-  Dolce and Gabbana gave an interview stating that they didn't agree with IVF and that it was natural for gay people to adopt and start a family. " We oppose gay adoptions, the only family is the traditional one" "Children of che...

Domenico Dolce (born 13th of September 1958) was brought up near Palermo, Sicily to two tailored parents which owned a small clothing business where he spent his childhood helping out in. Stefano Gabbana (born 14th of November 1962) in Milan studied graphics as a student but then later turned to fashion to study his true passion. After both working for numerous internships at different Italian fashion houses, the pair decided to create their own fashion house 'Dolce and Gabbana' which launched in 1985 in Milan. Their Sicilian/ mediterranean 1950s style became a iconic and signature look for the pair, creating garments that flattered women's curves and created a sense of Italian femininity which appealed to a mass audience in the 90s. Celebrities such as Monica Bellucci, Sophia Loren and Madonna have all worn custom pieces by the brand and even stared in their advertisements campaigns. T...

This blog will hopefully guide you into the world of the brand 'Dolce and Gabbana', I have picked this brand for my FM&C module as I think their the most controversial high fashion brand at the moment and are making big changes through their marketing strategies. Founded in 1985 by   Italian designers  Domenico Dolce  and  Stefano Gabbana ,  Dolce and Gabbana have been one of the leading high fashion brands for over two decades. But recently over the past few years has been struggling to connect to the millennial generation and commentating on their controversial views on modern society which has lead to backlash for the brand. My overall research will give you an insight on how Dolce and Gabbana can improve their brand and give a reboot to their marketing campaigns that they desperately need, also taking a look at their sales, competitors, social stats, public image, new market and where...