Primary Research
In order to support statements in the brand marketing report, I gathered primary research to help have public opinion on Dolce & Gabbana. To get this research, I messaged people on Instagram and posted on reddit, to see what the public perception of the brand was.
I began by posting on reddit to see what fashions followers view on Dolce & Gabbana is. The pictures on the below shows the the first original post and the responses that I got from this post.
Even though the responses about Dolce & Gabbana was negative, I thought that it was important to include this in the brand marketing report. I decided to include these statements as quotes in the marketing mix section because it seemed that it was the campaigns that many people have had a problem with. Both statements either referenced the controversy with China in 2018, where an insensitive ad and racists comments was released that lead to heavy backlash and the cancelation of the 'Great Show' that was supposed to take place in China.
The other controversy was to do with the backlash against a campaign in 2007, which was accused of depicting gang rape and Stefano Gabbana defending the ad by stating that its intent was to to show an "erotic dream, a sexual game". Therefore, I decided that it was important to include this in the brand marketing report because this highlights peoples opinions on the brand, and what they associate Dolce & Gabbana with. Furthermore, due to the comments being on the campaigns and my proposed strategy being based around changing the way Dolce & Gabbana direct their campaigns, this supported my choice of including these comments into the campaign. Also, the negative perception shows that the brand continues to have repercussions surrounding their campaigns.
Another part of gathering primary research was to try and speak with other knowledgable fashion people on Instagram. Although many was unable to respond to my message, Pam_boy, who is a fashion journalist, stated that he thinks that Dolce & Gabbana as a business is not declining. Even though I have not included this in marketing report, I thought that it was good to get this opinion from someone who knows the fashion industry well.
I also went to Flannels in Liverpool, a store which sells Dolce & Gabbana products to speak with an employee about the sales of the brands products. The interview of this trip can be found here: https://fmchannahrigby.blogspot.com/2019/01/a-trip-to-flannels.html
References
(2019). Seven of the most controversial fashion ads... ever. Retrieved on 27th February, 2019, from https://www.independent.ie/style/fashion/fashion-news/seven-of-the-most-controversial-fashion-ads-ever-30349497.html
I began by posting on reddit to see what fashions followers view on Dolce & Gabbana is. The pictures on the below shows the the first original post and the responses that I got from this post.
Even though the responses about Dolce & Gabbana was negative, I thought that it was important to include this in the brand marketing report. I decided to include these statements as quotes in the marketing mix section because it seemed that it was the campaigns that many people have had a problem with. Both statements either referenced the controversy with China in 2018, where an insensitive ad and racists comments was released that lead to heavy backlash and the cancelation of the 'Great Show' that was supposed to take place in China.
The other controversy was to do with the backlash against a campaign in 2007, which was accused of depicting gang rape and Stefano Gabbana defending the ad by stating that its intent was to to show an "erotic dream, a sexual game". Therefore, I decided that it was important to include this in the brand marketing report because this highlights peoples opinions on the brand, and what they associate Dolce & Gabbana with. Furthermore, due to the comments being on the campaigns and my proposed strategy being based around changing the way Dolce & Gabbana direct their campaigns, this supported my choice of including these comments into the campaign. Also, the negative perception shows that the brand continues to have repercussions surrounding their campaigns.
Another part of gathering primary research was to try and speak with other knowledgable fashion people on Instagram. Although many was unable to respond to my message, Pam_boy, who is a fashion journalist, stated that he thinks that Dolce & Gabbana as a business is not declining. Even though I have not included this in marketing report, I thought that it was good to get this opinion from someone who knows the fashion industry well.
References
(2019). Seven of the most controversial fashion ads... ever. Retrieved on 27th February, 2019, from https://www.independent.ie/style/fashion/fashion-news/seven-of-the-most-controversial-fashion-ads-ever-30349497.html
Comments
Post a Comment