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
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 the brand currently stands today on their past and future.
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