Brand Positioning MAP

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 move from the fashion house as streetwear is the desirable look for millennials, so to keep the fashion house relevant and wearable they must create clothing that stands with the times and keeps pushing fashion forward as young people are the future. Also streetwear brands are producing large amounts of income and have massive cult followings online, High fashion houses now know this and desire to have this type of following to attract a younger audience.