Consumer Demographic

Existing research:

Links:

https://huc7dg.wordpress.com/2015/05/16/dolce-gabbana-customer-profile/
https://www.slideshare.net/JennyHam1/dolce-and-gabbana-presentation
https://ashleighsadvertising.wordpress.com/2013/10/31/dolce-and-gabbanas-target-audience-20-25/

https://dolceegabbanabrand.wordpress.com/2016/01/20/target-market

From researching online who the target market is for Dolce and Gabbana I have discovered that there isn't a definite answer and different sources say different ages. However I think from my previous research I can see how Dolce & Gabbana target different audiences, they have the younger millennial side of their consumer who are the next generation of buyers. This could be why some sources say that the target market is from age 15-25 and other sources say the age is 25-50. I think that the target audience is 25-30 as I think the consumer has to be in a steady/ high income and not many 15 year olds have that. however I think a lot of there campaigns and advertising is targeting the next generation ready for when they are in the right income and ready to buy from D&G. 

Customer profile:

Customer - both male and female

age group: 25-50

income: high

social class: upper class

occupation: Celebrities, businessman or business women, managers, lawyers, politicians, socialites and so on.

marital status: both married and single

consumer personality: fashion forward, passionate, creative, innovative, strong, professional and so on. 

lifestyle: luxurious lifestyle, sumptuous and free

consuming behaviour: (online or in-store) shop both but prefer going in store. 

hobbies: shopping, investing, socialising etc. 

sports: Golf, yoga or fitness

leisure activities: go to fashion events and shows, clubs and bars with friends, travelling

brief description of the customer: (according to Wordpress) 

Dolce and Gabbana is doing womenswear, menswear and childrenswesr. Thus, this brand targets a wide range of customers from age 25-50, from customers who are single to customers who have children. Because Dolce and Gabbana is a high end brand, they target on customers who have high incomes and are in stable financial conditions. Moreover, considering of people who have high incomes or upper class families, their occupation varies from people who pwn their businesses or people who are in a steady social state. Usually People who love dolce and Gabbana presents. furthermore, m their target customers do also purchasing other luxury brands that have distinctive style such as Versace or Chanel and so on.

My own research:

For my own personal research I have come to these conclusions:
Links:
https://www.vogue.com/article/dolce-gabbana-isabella-rossellini-elettra-wiedemann-spring-2019-milan-fashion-week
https://www.elle.com/fashion/news/a42120/dolce-gabbana-fall-2017-mens-show-millennials/
https://www.vogue.com/article/dolce-gabbana-spring-2018-models-over-millennials
https://www.elle.com/fashion/news/a43345/dolce-gabbana-fall-show-2017-blogger-models/
https://www.dailymail.co.uk/femail/article-5719551/Isabella-Rosselliniposes-daughter-Elettra-Wiedemann-new-jewelry-campaign.html


I believe that Dolce and Gabbana has something for everything, I dont think they have one set consumer demographic, Traditionally I believe that the demographic was 20-45 but as times have changed the brand is now adapting to cater for everyone as they prepare for the next generation of consumers.
I think that the range of products and campaigns etc means that this brand doesn't have just one demographic but it is versatile enough to suit all different age ranges and consumers. 
For example: 
This mother and daughter walking down the catwalk both in Dolce and Gabbana is there to inspire the audience.  Isabella Rossellini (age 66) lead her daughter Elettra Wiedemann (age 35) down the catwalk in 2018 showing the ideal D&G Family. This is Dolce and Gabbana showing women of this age category that their designs are aimed for them. 
 However if you look at my post about DG influencers you will;l see that the brand also has campaigns and catwalks aimed for the younger target audience. The 2017 fall catwalk which involved lots of different influencers and social media stars, all of which people aged 30 and above probably would never heard of. This proves that the age range varies. 
I do agree that the consumer must have expensive taste and has a high income, or is from a family of high income for the younger demographic.