D&G current and proposed competitors (Moodboards)

 

^ 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 creating/ promoting the accessories section to stay current. 

^ Dolce and Gabbana's proposed competitors- Streetwear and sportswear brands are very successful at the moment, and are taking lead in the high fashion world providing styles that many young people are attracted to and are spending their income on. High fashion brands have turned to streetwear designers and stylist to keep their brand current and in touch with the youth to attract a younger consumer ( brands such as Louis Vuitton and Balenciaga) creating more urban and sporty looks in their collections. But also streetwear brands have become luxurious in themselves as for OFF WHITE and Supreme, who have cult followings and sell pricey items. Streetwear brands clothing and accessories both sell very well in stores and online. To stay current and attracting a younger audience to buy your products, Dolce and Gabbana's main competitors (along with other high fashion brands) will be the streetwear/ sportswear market as they see to be the future in fashion and have now established themselves - showcasing collections at fashion week. These looks/ styles appeal to a younger audience (17- 27 years of age) and by creating clothes that are promoted on to younger/ 'cooler' models in urban surroundings, D&G will establish a more edgier, successful brand.