Fashion Management and Marketing 1

Links: https://www.nbcnews.com/news/asian-america/dolce-gabbana-fiasco-shows-importance-risks-china-market-n940706 https://edition.cnn.com/2018/11/24/business/dolce-gabbana-china/index.html http://knowledge.wharton.upenn.edu/article/dolce-gabbana-mistakes-in-china/ https://www.businessoffashion.com/articles/news-analysis/assessing-the-damage-after-the-dolce-gabbana-uproar-racism-china Please see my post on the Shanghai racial controversy before reading this post. This post is about the affects of the scandal and if the brand will suffer from it. After the racist campaign was released from Dolce and Gabbana there was many consequences, many retailers were pulling D&G merchandise from their shelves and powerful e-commerce sites deleted them from their websites. There was protests and people burnt their dolce and Gabbana clothes as they joined the boycott for the brand. For Dolce and Gabbana this could be the end of their growth in China, a crucial market for global luxury ...

This is a SWOT analysis taken from: https://www.mbaskool.com/brandguide/lifestyle-and-retail/990-dolce-and-gabbana.html Strengths: 1. Strong brand image 2. Loyal customers 3.Innovative and unique products suiting people’s taste for change and quality launched frequently  4. Large portfolio of brands Weaknesses : 1.Highly priced products limits its customer base to the elite and rich people 2.Highly affected by the economic fluctuations, thus having higher sales when market conditions are better and vice versa 3.Strong competition from othyer luxury brands Opportunities: 1.Growing luxury markets with growth in economies like India and China 2.Product and services expansion throughout the world 3.Innovation in products Threats: 1.Strong competitors competing in terms of innovation, style and elegance 2.Difficult to break the loyalty of customers towards other brands 3.Huge investments in promotion of the brands

Rough initial SWOT analysis.  https://www.marketing91.com/swot-analysis-of-dolce-gabbana/ This SWOT analysis was taken from this website however the notes in colour are my added notes. Strengths : ·       Brand image – strong brand image of being luxury brad that is both stylish and sophisticated. The company has products that target the upmarket urban niche segment who are on the lookout for creating a different style statement.  ·       The customer connects – the company connects to customers through a mobile platform called D&G fashion channel. The company uses their mobile platform to continuously target customers and update them on latest products of the company. The app also helps the brand keep track of customer behaviour and this helps the brand to design and customised clothing.  ·       Portfolio of brands: the designer brand dolce and Gabbana custom ...