SWOT Analysis


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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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Balenciaga's and Gucci's success

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Balenciaga's Articles-  https://fashionista.com/2018/05/balenciaga-sales-growth-kering-brands https://qz.com/quartzy/1106922/how-balenciagas-700-sock-with-a-sole-became-the-hottest-sneaker-in-fashion/ https://uk.fashionnetwork.com/news/Balenciaga-skyrocketing-towards-1-billion-revenue-mark,947799.html#.XGLtQi2cbL8 https://www.businessoffashion.com/articles/sponsored-feature/the-hottest-brands-in-2017-gucci-vs-balenciaga Gucci Articles-  https://www.fastcompany.com/40517585/meet-the-man-who-made-millennials-fall-in-love-with-gucci https://hypebeast.com/2017/10/gucci-success-millenial-shadow-committee https://www.forbes.com/sites/forbesagencycouncil/2018/11/02/what-can-luxury-brands-learn-from-gucci-about-millennials/
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D&G current and proposed demographic (Moodboards)

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  ^ 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 ...
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