Fashion Management and Marketing 1

I decided to make my own version of what I want the APP to look like as this is one of my recommendations. I have used images which all come from the Docle and Gabbana website so that it matches the website as much as possible, I have only selected images and products which I feel would be included in the proposed brand and targeted at a younger consumer. including the #DGMillenial and the #DGPatch. 

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 fe...

Links: https://www.adweek.com/brand-marketing/how-streetwear-is-influencing-a-new-era-of-luxury-fashion/ https://www.retailgazette.co.uk/blog/2019/01/why-luxury-retailers-are-tapping-into-streetwear/ https://www.theurbanlist.com/a-list/add-to-cart-italian-streetwear-labels How streetwear is influencing a new era of luxury fashion: Streetwear has been around for decades, this subculture is experiencing its prime time now bevause we are living in the image-centric age of instagram. streetwears loud aesthetic allows the trend to make noise on social media. As younger shoppers are beginning to favour uniqueness over craftsmanship out goes the desire for traditional luxury. According to a study by consulting firm Bain and Company, luxury streetwear has helped boost global sales of luxury goofs by 5% last year to an estimated 263 billion euros. Abloh has been the breakout for designers for lots of reasons but high fashion brands have been 'street' for a while. As high fashi...

One of my recommendations for Dolce and Gabbana would be to create an App for smartphones. Competitors such as Gucci have a really successful App which is made to keep consumers informed and up to date with the brand. This is a good way of creating relationships with consumers as if allows them to check whats new with the brand and what changes are being made.  I think Dolce and Gabbana should have clothing on their app and make it accessible for people to buy at the click of a button. There should be push notifications so that the consumer gets a reminder regularly about whats new so and that way they are kept in touch with Dolce and Gabbana and new products, campaigns and decisions within the company. This App is a good idea to have for the new millennial brand which is another one of my recommendations, as millennials are very current with technology and it would be used more by this demographic than with the older more traditional consumers.  By not having an app Dolc...

Gucci APP These are all images taken from the Gucci App. I found the app very easy to use, it was very visual and had clear titles to direct you to where you want. However you cannot purchase clothes on the app it directs you to Gucci.com to the online store. However this App is good for keeping up to date with everything Gucci and a good advertisement point. I think that this app creates a connection to the consumer as its something they can see on their phone every day especially if they have notifications turned on then they can be kept up to date and will be a reminder to look at what's new for Gucci. The visuals were very creative and tied together nicely to create a theme.   I think that Dolce and Gabbana is missing out on connections with consumers by not having an App, they could take inspiration from this app and have a news feed which keeps everyone up to date with what they are doing and working on this would create a good relationship b...

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 a...