D&G current and proposed demographic (Moodboards)

 

^ Dolce and Gabbana's current demographic- As stated on their website, Dolce and Gabbana claim they cater to all ages, but when researching their target audience the majority of people that came up were ' Middle- aged, high income women/ celebrities'. Virtually no relevant bloggers or young people came up in my research, as this tells me that young people are simply not attracted to the brand. It may be to do with the lack of appealing clothing or the brands creators backward views on society stated in the media. When researching the brands website, their campaigns do present a lot of young social media stars but when actually looking at the brands products; the silhouettes, fabrics and styles sold will most likely attract a more mature women with high income as the products are very expensive. Also when passing the concessions stand in Selfridges, the two women looking at the clothes were white and proberly in their 40s. Most of the celebrities Dolce and Gabbana dress for red carpets are over the ages of 30, such as Emily Blunt and Helen Mirren, these 'older' celebrities are most likely not to attract a younger demographic as a younger generation will think that D&G only cater to older women. 

 

^ Dolce and Gabbana's proposed demographic- To stay a relevant and successful brand, your brand needs to be leading the way forward in fashion and creating new items that are well received, basically your brand needs to be 'IT'. To being 'IT' your brand needs to be successful with the younger generation, as their the ones setting the trends and styles to making your products 'hyped' about, which generates more income as more people will want your product. There the ones leading the way on social media and promoting your products for free. If its not deemed as 'cool' no one will want to buy it. Dolce and Gabbana need this demographic (17-27) to want to buy their products, especially fashion bloggers, as they are the future and what many of the fashion world look up to for inspiration. There the ones creating the trends and essentially keeping your brand relevant and up to date with culture. By promoting D&G products on influential young people (such as celebrities and influencers) wearing the product day to day casually, this will definitely create a buzz on social media that will bringing more attention to the brand that will attract a younger demographic.