D&G apology video


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

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Brand Positioning MAP

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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...
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D&G current and proposed competitors (Moodboards)

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  ^ 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 crea...
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D&G current and proposed demographic (Moodboards)

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