Recommendation idea - Bring back D&G
I think that Dolce and Gabbana could benefit from re opening the brand D&G. The diffusion brand was shut down in 2012 so that they could focus on the main traditional line Dolce and Gabbana. From my research I can see that dolce and Gabbana focus on both millennials and their original audience of 30-50 year old women with high incomes. I feel as though the original consumer demographic may feel a bit pushed a side as Dolce and Gabbana have been focusing a lot on their younger consumers. The influencer catwalks/ marketing is mainly for millennials as the older audience perhaps won't have instagram and will not know who these young influencers are. Also the designs are a lot less elegant and classy but instead they are bold and bright.
If Dolce and Gabbana were to re-open D&G and have the diffusion brand to focus on millennials and use influencer marketing having slightly cheaper styles, and use the bright and flamboyant designs, this would allow Dolce and Gabbana to focus and target their original audience again so they dont loose consumers who are confused and feel as though Dolce and Gabbana are focusing on other consumers.
Dolce and Gabbana could then go back and focus on its classic Italian heritage and traditional and expensive designs. This would be good to engage customers who love the brands original collections. Dolce and Gabbana pride themselves on having a pure Italian brand and they could re open these two lines by having a Italian Hertitage collection for Dolce and Gabbana and a street wear collaboration for D&G.
The streetwear collection for D&G could consist of cheaper and original new trendy designs. We can see that millennial love a street wear and high end collaboration such as Louis Vuitton X Supreme, another option would be too hire an artistic director who has experience with streetwear like Virgil Abloh's effect on Louis Vuitton. By doing this and using influencer marketing on YouTube and Instagram they are targeting their consumer demographic of millennials.
If Dolce and Gabbana were to re-open D&G and have the diffusion brand to focus on millennials and use influencer marketing having slightly cheaper styles, and use the bright and flamboyant designs, this would allow Dolce and Gabbana to focus and target their original audience again so they dont loose consumers who are confused and feel as though Dolce and Gabbana are focusing on other consumers.
Dolce and Gabbana could then go back and focus on its classic Italian heritage and traditional and expensive designs. This would be good to engage customers who love the brands original collections. Dolce and Gabbana pride themselves on having a pure Italian brand and they could re open these two lines by having a Italian Hertitage collection for Dolce and Gabbana and a street wear collaboration for D&G.
The streetwear collection for D&G could consist of cheaper and original new trendy designs. We can see that millennial love a street wear and high end collaboration such as Louis Vuitton X Supreme, another option would be too hire an artistic director who has experience with streetwear like Virgil Abloh's effect on Louis Vuitton. By doing this and using influencer marketing on YouTube and Instagram they are targeting their consumer demographic of millennials.
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