Initial Research
Monday 10th December - Initial research into brand Dolce and Gabbana
rough notes and research to decide what I want to research more into:
rough notes and research to decide what I want to research more into:
Social media
· Dolce and Gabbana – YouTube 314, 568 subscribers
· Instagram – 19.1 million subscribers
· Top competitors of D&G – Gucci. Italy is a very competitive market for luxury brands.
· Gucci has a strong brand image and brand awareness. This brand is established since 1921 in Italy, Gucci is famous for its leather goods and craftmanship of products.
· Gucci – target market targets both male and female customers and age range 25-50, also have childrenswear line which both dolce and Gabbana are selling wide range of products. Incomes of consumers are high, and they are in steady financial condition
· Versace – also origins in Italy In 1978. Donatella Versace the artistic designer who took over from her brother who founded the brand and as killed in 1997. They have a very strong style and hold a strong position within luxury industry. Versace also manufactures home products such as table wear and homewear which also presents strong style of the brand.
Swot analysis of D&G
Dolce & Gabbana Is a popular brand of designer apparel and merchandise headquartered in Milan Italy. Owned by duo Domenico Dolce and Stefano Gabbana the international fashion house deals in clothing, fragrances, eyewear, footwear and accessories.
D&G manufactures in a pret a porter category with mens womens children. and in the luxury Alta Moda (couture), Alta sartoria – high level formal wear, and alta gioilleria
collections.
The designer house outsources its eyewear and fragrances through licensing to their partners.
The group aims at providing creative and stylish clothing source on a mass scale with the increased focus on quality and sophistication. The company is known for its large list of celebrity endorsers and users who vouch for the difference that the brand is able to offer. The company registered an annual turnover of 1.53 billion USD and the company recorded a 9 % increase annually. They attribute this to their team of highly skilled and creative designers.
Dolce&Gabbana is the new luxury, authentic and unconventional. A style that expresses new forms of elegance, presenting itself as a modern classicism, based on superior sartorial content and creativity.
The strong identity of the Dolce&Gabbana brand has evolved over the years without ever forgetting its roots. An unmistakable style, which, season after season, combines strong innovation with the Mediterranean flavour of its origins. A brand whose essence lies in its contrasting features.
The strong identity of the Dolce&Gabbana brand has evolved over the years without ever forgetting its roots. An unmistakable style, which, season after season, combines strong innovation with the Mediterranean flavour of its origins. A brand whose essence lies in its contrasting features.
TAX EVASION
Two lower Italian courts had found the two guilty of failing to declare millions of euros the company had earned through a subsid based in Luxembourg.
In April, they had been sentenced to a suspended 20-month jail term.
Mr Dolce and Mr Gabbana have always denied the charges.
In June 2013, they were convicted by a lower court for failing to file tax declarations for the Luxembourg company, Gado, which prosecutors alleged was set up to evade paying taxes in Italy.
The two denied the charges, and last year they briefly closed their Milan stores in protest.
The ruling by Italy's top court is the final ruling on the subject
- In June 2013 Dolce and Gabbana was accused of tax evasion by the Italian courts, they were accused of setting up a subsidy based in Luxembourg to avoid paying taxes to the Italian Government. They closed their stores in protest
- Miley cyrus, protesting against te brands willingness to dress the first lady Melania Trump – something many brands have avoided. Miley cyrus posted a picture congratulating her little brother for his first modelling on the catwalk for D&G and she ppsted saying “P.S. D&G I STRONGLY disagree with your politics..’ Stefano Gabbana responded saying ‘ we are Italian and we don’t care about politics and mostly neither about the American one, we make dresses and if you think about doing politics with a post its sijplu ignoran. We don’t need to see your posts or comments so next time please ignore us!!” he also put crying laughing emojis and the hashtag #boycottdolceandgabbana
- Controversial shows
Dolce and Gabbanas motherhood themed runway
Winter 2015 fashion show Milan fashion week March 1 2015
It was named Viva la mamma, it was entirely dedicated to celebrating motherhood. A handful of models walked the runway with their children and babies whilst the song “mama” played.
It was supposed to be a tribute their own mothers. The collection matched the mother – loving them and had full skirts and cinched waists, with loads of lace and florals many of the garments were emblazoned with the word mamma or had children’s drawings printed across them.
This collection received really bad publicity. This was seen as sexist as the theme was meant to be d&g’s narrow-minded ideals of radiant beautiful women. It was praised for having different body types on the runway but it was criticized as pregnant bodies are not ideals and the talk is about going back to the pre baby body and back to the ideal and getting rid of the pregnant body as soon as possible.
celebrities join in with d&g boycott. The couple declared gay adoption unnatural and deemed children born via IVF are synthetic children. Elton John reacted by posting on Instagram and said “h0ow dare you refer to my beautiful children as synthetic? I shall never wear Dolce and Gabbana ever again #boycottdolcegabbana”.
Celebrities such as Ricky martin and Courtney l0ove are copy9ng johns sentiment and refer to the luxury designers as outdated and promising to dispose of the brand-name products.
dolce apologized for remarks he made surrounding IVF and gay families in march. The apology came 6 months after comments were made. During this time Elton john posted on Instagram and the hashtag boycottdolcegabbana was massive along with LGBT rights activists staged a protest outside their London shop
boycott d&g
The first lady Melania trump has always been a fan of the brand and is often caught wearing the brand. Stefano Gabbana loves trump and posts pictures of trump in his designs and often puts heart eyed emojis and and says thankyou and the hashtag #DGWoman. This gains lots of back lash from the public towards d&G and they get lots of comments using the hashtag boycott DG. He also posted a picture of the first lady and captioned it “haters!!!! Remember #boycottdolcegabbana please”. No0w the brand has released t-shirts making a joke of the hash tag and is a full-fledged social media campaign.
- Head of public relations – publicity
rumours of collabs with supreme
counterfeit
legality of counterfeit
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