Proposed Strategies - Recommendations

For my recommendations I think that Dolce and Gabbana should split up into two separate brands by re-opening the original diffusion brand D&G and keep the mainline Dolce and Gabbana.
the diffusion brand will sell products to target younger millennial/ Gen-Z consumer. Their products will be bolder brighter and more flamboyant designs. They will also be at a cheaper price point.

The original mainline, Dolce and Gabbana, will sell traditional styles at a high price point and really focus on the traditional Italian heritage which the brand is so proud of.
This brand will focus on the older demographic.

D&G will open up with these features:
Sustainable
APP
Cruelty free
Social media and influencer marketing
Streetwear collaboration

Dolce and Gabbana:
Re-Launch with traditional Italian collection
keep high price point
focus on older consumers with high incomes




Sustainability

- sustainability is a massive part of modern day culture and something that consumers feel passionately about, Dolce and Gabbana has achieved the E-Label in sustainability which is the lowest possible rating.They also haven't communicated any evidence about their policies for the environment so even if they are being environmentally conscious people aren't aware of it. In a survey I did I can see that 44% of younger consumers consider sustainability when buying from a luxury brand and 34% of younger consumers wouldn't buy from a luxury brand if they knew it wasn't sustainable, this shows that the next generation of consumers and the millennial demographic that Dolce and Gabbana are targeting expect a luxury brand to be sustainable. To increase sales in the future Dolce and Gabbana should definitely create a sustainable outlook for their company.