My PESTEL




My PESTEL for Dolce and Gabbana^













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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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Dolce and Gabbana's current social media

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Instagram (19.4 million)- Currently their highest following form of social media. Posting 3 lots of content everyday. The majority of their content is backstage photos from their fashion shows or campaign advertisements. Its all very 'clean cut' and colourful to look at, can easily see its all been very staged from how the models are posing to the arrange of models. Keeps to the brands aesthetic of florals and religious symbols.  - Overall quite boring to look at and doesn't really capture a 'youthful' tone to the brand that D&G so desperately want. They do capture their 'social media influencers' that have modelled on the runway for them in a series of photos but not in a 'edgy' type way that would attract a younger audience.  Very high fashion how everything looks clean and professionally captured.      Twitter (5.25 million) and Facebook ( 11.4 million) - Both post EXACTLY the same content, posting...
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Why I don't think D&G are not doing so well

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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...
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