Dolce and Gabana IMC Campaign
KENDRIC EMBREE
APRIL 10, 2015
MARKETING MANAGEMENT
PROFESSOR SCOTT ECKERT
Why are we developing a new IMC campaign?
What is the problem?
Dolce and Gabbana is a world wide international fashion design company whose unmistakable style combines strong innovation with Mediterranean origins. With stores across the nations and a very impressive consumer base, Dolce and Gabbana is a force within the fashion industry. Recently, the designers came under huge controversy from an interview which highlighted their personal opinions about the definition of family. Their statement outraged thousands with their reference of “synthetic“ children or children conceived unnaturally. Due to this controversy, movements have begun to form calling for consumers to boycott this international designer. Major competitors such as Gucci, Coogi along with famous figures such as Elton John have all become the leading forces behind the boycott. The boycott will lead to not only diminished sales but will brand the company as racists and discriminatory.
What is our objective (quantified) ?
Our objective is to revamp the overall perception of this worldwide brand in light of these controversial statements. We will re-emphasize Dolce and Gabbana’s commitment to social responsibility, as well as their values and appreciation for their clients and consumers. The advertising objectives will be to reflect originality and to revolutionize.
Who is the target customer?
Who are we trying to reach? What are the characteristics of the target market?
Dolce and Gabbana target market includes people from 15 to 25, whom are innovators and trendsetters as well as everyone who enjoys freedom and irony in fashion. It is comprised of 65% women and 35% men. The typical woman is a strong, self-assured woman who is confident in herself and her body. Typically she can be a manager, wife, mother or lover. The typical man is a little hedonistic, free and successful. Dolce and Gabbana over the last few
APRIL 10, 2015
MARKETING MANAGEMENT
PROFESSOR SCOTT ECKERT
Why are we developing a new IMC campaign?
What is the problem?
Dolce and Gabbana is a world wide international fashion design company whose unmistakable style combines strong innovation with Mediterranean origins. With stores across the nations and a very impressive consumer base, Dolce and Gabbana is a force within the fashion industry. Recently, the designers came under huge controversy from an interview which highlighted their personal opinions about the definition of family. Their statement outraged thousands with their reference of “synthetic“ children or children conceived unnaturally. Due to this controversy, movements have begun to form calling for consumers to boycott this international designer. Major competitors such as Gucci, Coogi along with famous figures such as Elton John have all become the leading forces behind the boycott. The boycott will lead to not only diminished sales but will brand the company as racists and discriminatory.
What is our objective (quantified) ?
Our objective is to revamp the overall perception of this worldwide brand in light of these controversial statements. We will re-emphasize Dolce and Gabbana’s commitment to social responsibility, as well as their values and appreciation for their clients and consumers. The advertising objectives will be to reflect originality and to revolutionize.
Who is the target customer?
Who are we trying to reach? What are the characteristics of the target market?
Dolce and Gabbana target market includes people from 15 to 25, whom are innovators and trendsetters as well as everyone who enjoys freedom and irony in fashion. It is comprised of 65% women and 35% men. The typical woman is a strong, self-assured woman who is confident in herself and her body. Typically she can be a manager, wife, mother or lover. The typical man is a little hedonistic, free and successful. Dolce and Gabbana over the last few
References: 1.) Gabbana., Dolce, (2012, June 14). Brand. Retrieved from www.dolcegabbana.com 2.) Sorin, Kay. (2015, January 6). Dolce & Gabanna looks to Spain in spring campaign. Retrieved from www. Luxurydaily.com 3.) Rudenko, Anna. (2013, December 2). Dolce & Gabbana celebrates family values. Retrieved from www.popsop.com.