Dolce and Gabbana’s market section entails customers above the age of twenty-five coming from a stable and preferably strong financial background (Vivanco 15). Dolce and Gabbana’s target market is the top and wealthy class of societies from across the globe interested in stylish, classy, and fashionable commodities. Dolce and Gabbana’s positioning involves stylish, contemporary, distinctive, and creative luxuries with class.
The luxury cursor as applied to Dolce and Gabbana
Social motion pictures are a more popular strategy amongst luxury organizations today than they have ever been. However, it might be hard to steer transactions solely based on social motion pictures (Vivanco 40). In addition, contributing an economic option to a YouTube channel is a simple method of bringing customers to a website and purchase apparel and accessories that they recently viewed in the social video.
This is Dolce and Gabbana’s luxury cursor (Vivanco 41). Dolce and Gabbana branded a YouTube channel that permits a video-instilled experience that incorporates rich factors of narration, appropriateness, and marketing for ecommerce through elegant banners.
Contemporary society thrives in an era of multiplatform utility and Dolce and Gabbana makes a stylish editorial the same as the likes of Vogue, W, V, and interview magazine (Vivanco 77). Consecutively, clicking on other parts of Dolce and Gabbana’s YouTube channel highlights thumbnail still pictures from every video. Browsing through these videos with a cursor also highlights the video title and other information.
Dolce and Gabbana’s used to employ digital efforts with a range of objectives in mind in the course of the second quarter of 2012. Nonetheless, it is definite that email, site, and social media are more overbearing to a contemporary promotion plan in 2013 than 2012 (Vivanco 107). Eventually, these efforts can make a 360-degree brand message stronger than other brands.
Italian fashion brand Dolce and Gabbana recently retooled its YouTube channel to give the appearance and experience a lift of the brand world. The organization managed to make these changes by applying stylish artistic and clear journalistic lines, per Dolce and Gabbana (Vivanco 109). The Dolce and Gabbana YouTube channel runs on featured motion pictures, collections, movements, splendor, friends and occasions, visions and accessories.
The channel enables users to browse through each highlighted video using the arrows on the section (Roberts 2013). On the other hand, clicking on other sections highlights thumbnail unmoving images from every video. Browsing over the motion pictures using a cursor highlights the title and also provides other information about the video (Vivanco 110). For example, the ecommerce section of Dolce and Gabbana youtube channel attracts buyers straight to the Dolce and Gabbana site.
From here, the buyers can peruse through various drifts. Dolce and Gabbana appears to be trailblazing this marvel that is on the verge of raising ecommerce dealings, particularly when buyers simply watched a motion picture that gets them in the spending frame of mind.
SWOT Analysis
Strengths
Dolce and Gabbana is a robust brand status. Dolce and Gabbana’s biggest market section comprises of loyal customers. Dolce and Gabbana has creative and exclusive commodities appropriate for people’s preference for change and quality launched often (Vivanco 158). Dolce and Gabbana has a huge collection of brands.
Weaknesses
All of Dolce and Gabbana commodities are costly, which limits its consumer base to the wealthy and classy group of society. Dolce and Gabbana’s operations are highly dependent on economic fluctuations. As a result, Dolce and Gabbana has greater sales when the market settings are improved and vice versa than when the market is in turmoil (Vivanco 161). Dolce and Gabbana faces strong rivalry from other luxury brands such as Louie Vuitton and Gucci.
Opportunities
Dolce and Gabbana has an expanding market in the luxury section in financial systems such as India and China (Vivanco 166). Dolce and Gabbana has commodity and services growth across the globe. Dolce and Gabbana has a high innovation rate in commodities.
Threats
Dolce and Gabbana faces a lot of robust rivals competing in terms of creativity, elegance, and stylishness. Dolce and Gabbana finds it hard to break the loyalty of consumers from other brands (Vivanco 169). Dolce and Gabbana makes large investments in marketing of its brands.
Dolce and Gabbana Future
The designers of Dolce and Gabbana may have to reduce their anger when it comes to dealing with rivalry and media controversies (Roberts 2013). This is because Dolce and Gabbana has a record of poor public relations, which is a disadvantage for a company trying to penetrate new markets (Vivanco 185).
Dolce and Gabbana has a record of poor public relations because the organization was forced to close stores in Milan in july 2013 because of public criticism (Roberts 2013). The organization was compelled to put up signs of “closed for indignation,” which escalated the problem of public criticism instead of solving it.
In order to prevent future exhibition signs of indignation shutdowns, Dolce and Gabbana may have to avoid any other form of confrontation with rival organizations apart from demand and supply. Dolce and Gabbana may also become reluctant out of all proportion of suffering the allegations of the tax organizations and the Italian income returns authorities (Roberts 2013).
For instance, Dolce and Gabbana’s owners were convicted of more than £860 million of tax avoidance (Roberts 2013). Dolce and Gabbana may not succeed penetrating new markets if it does not stop these convictions from public figures and the ongoing media humiliation.
Works Cited
Roberts, Hannah. Dolce & Gabbana close their Milan shops in protest at being ‘pilloried’ over tax evasion convictions. Mail Online, 19 Jul. 2013. Web.
Vivanco, Mariano. Dolce & Gabbana Uomini. New York: Rizzoli International Publications, Incorporated, 2011. Print.