Du Gabbana Asks The Net Red To Walk The Show To Descend The Style?

Dolce & Gabbana in

The field has always been an exception, and its radical KOL strategy has been questioned by the industry. For this reason, Dolce & Gabbana chose to fight back with brilliant results.

According to the world clothing and shoe net, in the 2016 fiscal year ended March 31, 2017, Dolce & Gabbana sales increased by almost two digits, up 9.6% to 1 billion 296 million euros, and net profit rose 346% to 80 million euros. The profit margin before tax depreciation and amortization increased 1.5 points to 12.7% over the previous year.

In fiscal year 2015, Dolce & Gabbana sales increased to 13.3% euros, to 1 billion 196 million euros.

During the period, Dolce & Gabbana's retail sales rose 7.1% to 796 million euros compared with the same period last year, while wholesale sales increased 8.7% to 438 million euros compared with the same period last year. The sales volume of the third party licensed distribution channels decreased 9.2% to 61 million 200 thousand euros compared with the same period last year.

According to the report, Dolce & Gabbana is located in Italy.

Sales accounted for 24% of total sales, and another 27% came from other parts of Europe. 13% came from the United States and 6% from Japan, and the rest 30% came from other markets including Asia.

A spokesman for Dolce & Gabbana said that the growth of the group in fiscal year 2016 was mainly due to its growth.

In recent years, the strategy of globalization and acceleration has been carried out.

At present, the brand has 62 stores in the Chinese market including Hongkong, Macao and the mainland.

Dolce & Gabbana was founded in 1980 by designer Domenico Dolce and Stefano Gabbana. In 1985, it released the first brand of women's wear.

The debut of Dolce &Gabbana can only be shown with the other 5 new Italy brands during the Milan fashion week, and the model is also guest of two designers.

Unfortunately, after the first series of releases, the market reacted mediocre until the fourth series of inspiration inspired by the 40s Italy film, the two designers began to gain fame.

After becoming famous, the two people began to enter the downwind period. First, they opened their first store in Japan, then set up their own studio in New York. In 1989, they added underwear and swimsuit series, added men's clothing categories in 1990, and launched perfume series in 1992.

The real star of the two designers is the superstar Madonna. After Madonna launched Dolce and Gabbana as the fashion designer, other celebrities and celebrities also invited Domenico Dolce and Stefano Gabbana to design their clothes for them, and successfully promoted Dolce Gabbana to become an international luxury brand.

In 2013, Prada's CEO Patrizio Bertelli, vice president of Italy Fashion Association, warned that if Dolce&Gabbana did not join the chamber of Commerce, it would be driven out of fashion week.

Domenico Dolce and Stefano Gabbana with strong personality immediately announced their withdrawal from Milan fashion week.

Subsequently, Dolce & Gabbana pformed the style from the high cold to the passionate Italy style in order to please the consumers. Flowers, birds and animals became the main elements of the brand every season, but it also lost a large number of loyal consumers.

After realizing the great potential of young consumers such as the millennial generation, Dolce & Gabbana once again made the decision to surprise other traditional luxury brands, that is, inviting celebrities and net stars from all over the world to replace supermodels for the brand show. Last year's 2017 autumn and winter men's wear series began to abandon professional models completely, attracting fans from all over the world, including huge fans of KOL, Internet Celebrities and celebrities.

The criteria for screening these red men are very simple and direct. That is the amount of fans or the blood relationship of celebrities. Without a large number of followers or relatives of a celebrity, there is no chance to get on the T station of Dolce & Gabbana.

In the 2018 spring and summer men's wear series released earlier this year, the opening of Chinese teenage idols and TFboys member Wang Junkai attracted widespread attention in China.

Wang Junkai, who owns more than 20 million fans, took over the official micro-blog of the brand. The total number of 4 micro-blog issued was more than 50 thousand forwarding. After that, Wang Junkai himself micro-blog forwarded 2 million 520 thousand times.

Prior to that, Dolce and Gabbana invited Chinese fashion bloggers and KOL gogoboi, Fil Xiao Bai, Chen Xuedong and Sheng Yi Lan to Milan to take the show.

It is reported that Dolce & Gabbana 2018 advanced women's wear show will be held in Milan in September 24th. The brand invited Di Ali Gerba, a Chinese 90 star actress with 32 million 280 thousand fans on micro-blog, to take part in the show.

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Besides, the sons of rap star Snoop Dogg, nephew of Clinton, son of Pearce Bresnan, and many faces that are strange to you are the favorite social media of a certain country, such as Mario Maurer of Thailand, Mexico Juan Pablo Zurita, Princess from Greece and so on, all have appeared on the stage of Dolce Gabbana.

The intention of the brand is very obvious, using KOL to influence every corner of the globe.

However, some analysts pointed out that Dolce & Gabbana abandoned professional models, and the act of betting on KOL in a desperate way is a blasphemy for the professionalism of fashion week. While blindly pursuing the exposure of brands in social media, they lose the bottom line of a luxury brand.

In this regard, Stefano Gabbana has responded directly, but now the media and commentators are no longer aware of the millennial generation.

In a report this year, Bain stressed that the millennial generation is the key group to redefine the development direction of the luxury market in the next ten years.

Bain predicts that the millennial generation and Z generation will account for 45% of the global personal luxury market by 2025, but this is not only an opportunity for luxury brands, but also a challenge, because the way of thinking and shopping of the millennials has changed a lot since the previous generations.

In fact, Dolce & Gabbana has not been playing the cards by reason. It has been challenging traditional fashion and media authority for many years. The contradiction with the major media has been constantly intensifying.

New York Times has been blacklisted for 9 years because it questioned the media coverage of Dolce & Gabbana, which is too dependent on Instagram and ignored the fashion essence. The New York Times's current fashion director Vanessa Friedman has been blacklisted for similar reasons. Vanity Fair has been pulled out of the Kangtai Nash group's ad by the brand threat due to trying to report Dolce / Gabbana tax avoidance case.

It can be seen that in the minds of Domenico Dolce and Stefano Gabbana, there is no way for media to publish "unfair" opinions on brands.

They firmly believe that as the brand shifts its focus to the millennial generation, as well as the recent trend of decline in traditional fashion reviews, the traditional industry's opinions do not care much for brands. The real impact on brand sales is the appeal of KOL.

However, everything has two sides. Dolce & Gabbana are suffering from the social media influence of KOL, but also suffer from the troubles of social media.

Not long ago, Dolce & Gabbana admitted that a 2003 "SEX" gold necklace plagiarized the design of the Vivienne Westwood 80 era. The two designs were almost exactly the same, and the designer said it was foolish and ignorant.

Dolce and Gabbana, a group of commercials called #DG love China, also sparked heated discussions in China's social media.

The young generation in the advertising film is in sharp contrast to the embarrassed passers-by captured by the costumes. People have to question the brand's position again. It is doubtful whether the brand is advocating the view that "youth, wealth and appearance are the source of superiority".

The seemingly humorous act of Dolce & Gabbana actually makes many rational consumers feel disgusted.

In order to focus more on luxury goods, Dolce & Gabbana cut off the most profitable sub line brand D&G in 2012, and launched the advanced customization series, namely Alta Moda dress series and Alta Sartoria men's wear series, which led to a slowdown in performance.

It is noteworthy that Dolce & Gabbana invited Patrizio Gucci Marco, the former chief executive of luxury brand, to join in last year.

Patrizio di Marco joined Gucci in 2009 and took the position of Mark Lee as the brand CEO in the most difficult period of the financial crisis.

Previously, he served as president and CEO of Bottega Veneta of Kai Yun group for eight years, playing an important role in the process of brand pformation.

According to the industry in Milan, the accession of Patrizio di Marco may prompt Dolce & Gabbana to accelerate its listing.

In the top ten list of 65 Italy fashion and luxury companies listed in Italy fashion consultancy Pambianco Strategie di Imprese, Dolce & Gabbana has been ranked third in 2013, but last year it was replaced by Florence based Menswear Stefano Ricci.

Although the industry is constantly questioning and criticizing, Dolce & Gabbana persists in its own business strategy.

Some analysts point out that, for luxury brands, youth is always an abstract concept. Facing the variable millennial generation, how to cater to the preferences of young consumers has become one of the biggest headache problems of luxury brands. Is it right for Dolce & Gabbana to be right?

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