Why I don't think D&G are not doing so well

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 etc sell very popular accessories ( bags, jewellery, shoes and make up) that the majority love and buy. Fashion Bloggers are very powerful in promoting and styling certain products that can reach an even wider audience then just a general brand advertisement. So its important that Dolce and Gabbana produce products that resonates with an younger audience who can make the brand 'trendy' creating more income for the brand if becomes popular. Eg) the 'Gucci belt' is a stand out piece to many bloggers as its iconic but also wearable thats easy to style, they become very popular in 2018. 

3. The choice of models they use on their runways. As a brand, Dolce and Gabbana are showing diversity in their runways by using a range of models that all have different ages and sizes which is very good and a huge step forward in fashion generally but for some reason is still not appealing to a younger audience. With the help from social media stars and younger celebrities also used on the catwalk, D&G must of been thinking that this was a good strategy to gain a younger audience. But in fact no millennials have any interest still in the brand and the high fashion society sees this as bad taste and 'cheesy' to be using none models. 

4. Out of date clothes. Dolce and Gabbana have a very iconic look when it comes to the brand, 'The Sicilian Women' a dark haired curvaceous European women, wearing a very tight black body con dress with red roses in her hair. Dolce and Gabbana invented the European look and have been very successful with it keeping to their true traditional religious aesthetic that they apply throughout the brand. But if your trying to attract a younger audience of 17-25 their not going to want to wear clothes that are made for a 30 year old full figured women. I think D&G should create a separate line that appeals to a younger audience, incorporating street and sports wear thats actually wearable to younger women.