Dolce & Gabbana Demographic and Products

After looking at different sources, I was able to create a generalised consumer profile to represent the overall Dolce & Gabbana demographic. The first step I took to look at D&G's tagged posts on Instagram, although there was many spam posts, there was posts from a mix of middle aged and millennial people posting their Dolce & Gabbana purchase. This is an initial insight to the consumers of the brands, as I am able to start to create an image of the demographic. Some of the images posted in D&G tagged were mostly by European women, a lot being Eastern European, with the occasional male. Often, Dolce & Gabbana was not the only designer brand that was tagged, thus indicating that they often buy luxury clothing and can infer that many of these people have high earning jobs, which allows them to have a disposable income.

I also looked at the models that Dolce & Gabbana was using in their runway shows and campaigns, to see how inclusive they are as a brand. There was a wide range of models included, older men and women, millennials, generation z and children - plus size and slim, and of different ethnicities. The fact that the used a diverse cast shows that they are trying to reach a wide demographic. 

Furthermore, Dolce & Gabbana's use of celebrities and influencers is appealing to a younger demographic, as many younger people often feel a connection to these influencers, meaning that they are more likely to buy into the brand if there are recognisable influencers and celebrities included. 

The last thing that I looked at to gather research on Dolce & Gabbana's consumer demographic was their products and prices. This allowed me to see that the majority of people who would buy clothing from the brand would have a much larger income, as the most expensive items on the website was a watch - £27, 500, earrings - £17, 500 and a coat costing £7, 900. However, juxtaposing this was Dolce & Gabbana's accessories. The price of these, although still perhaps expensive, is much more accessible for the general people. A wallet only costing £155. As well as this, Dolce & Gabbana do have sales on their website, therefore people can wait for products to be reduced and then buy them at a cheaper price. 

Overall, the research gathered shows that Dolce & Gabbana have a wide age range that buy from the brand. Nevertheless, the majority of consumers are by more middle aged women buying from the western market. 

This research has shown a gap in Dolce & Gabbana's demographic market. There is a major opportunity for the brand to try and break into the Asian market. With brands such as Gucci and Balenciaga and Off-White becoming more appealing in Asia, D&G can also work to reach the Asian consumers.  The graphs below show the Dolce & Gabbana only managed to break into the India and China between 2012 and 2013, the result being only 1%. Although, the brand did attempt to take a major step to China with the 'Great Show' the large controversies and racism used by the creative director Stefano Gabbana meant that their plan backfired. However, with a change of values, the Dolce & Gabbana could continue to try and break into the Asian Market. 

References

Credit Suisse. (n.d.). Average penetration rate* of fashion brands in India in 2012 and 2013. In Statista - The Statistics Portal. Retrieved January 24, 2019, from https://www-statista-com.hallam.idm.oclc.org/statistics/373305/india-penetration-rate-of-fashion-brands/.

Credit Suisse. (n.d.). Average penetration rate* of fashion brands in China in 2012 and 2013. In Statista - The Statistics Portal. Retrieved January 24, 2019, from https://www-statista-com.hallam.idm.oclc.org/statistics/372779/chinese-penetration-rate-of-fashion-brands/.

Mower, S. (2019). Dolce & Gabbana Fall 2017 Ready-to-Wear Fashion Show. Retrieved from https://www.vogue.com/fashion-shows/fall-2017-ready-to-wear/dolce-gabbana

Retrieved on January 24, 2019 from https://www.instagram.com/dolcegabbana/tagged/?hl=en

Retrieved on January 24, 2019 from https://store.dolcegabbana.com/en/