Final Recommendations

Final Recommendations 

 Firstly, because they aren’t very open on their website about being sustainable or environmentally friendly people can create assumptions about this. By being more open about where they stand and becoming more sustainable this could change who their competitors are such as brands like Kitx, Reformation, Nak etc. More consumers are concerned with the impact clothing brands can have on the environment. Which is why the demand for brands to become environmentally friendly is very high. D&G are known for testing on animals. An article wrote by Peta, Animals Are Not Ours. Describes the cruel way D&G treat rabbits using their fur for their phone cases and their sliders. Peta. (2019). Causing consumers to go to other brands that do not encourage animal cruelty such as Gucci.

They are known for making comments in the media for example Stefano Gabbana called Selena Gomez ugly.  Causing Selena’s fans to defend her tweeting the hashtag #BoycottDolceandGabbana. TNN. (2018). They have been known to be sexist, racist and homophobic which turns away consumers as they don’t want to support a brand that gives out such a negative message. A tweet was made stating “ngl these Dolce and Gabbana crowns are gorgeous, however I’m not willing to spend money or support a brand that’s run by racists.” Proving that because of their actions people turn against the brand and choose their competitors. In the past some of their ads were sexist as presenting women to be powerless; also suggesting they support gang rape. Duncan, A. (2015). They have made comments about being against IVF for gay couples which Elton John took offence to, leading him then to create the #BoycottDolceandGabbana which is now to this day still used. Most recently used because of the Chinese Ad. The Guardian. (2015). Because of these actions it has resulted in them losing consumers, making their competitors more popular. To improve their brand, they should support equality and present this on their social media platforms.

Creating a plus size range would bring in more people as more clothes would appeal to a wider range of people. This would also present clearly to their audience that they are improving and supporting equality.

Although they are active on social media and do present celebrities wearing their clothes, using set influencers to promote their brand would bring in a wider range of consumers. Fans of celebrities would want to follow the trends their ‘idols’ are setting. They could also create polls for their stories to interact better with their followers and showing more of behind the scenes whether it’s at fashion shows or snippets of them making products. This would create a positive interaction between the brand and their consumers making consumers feel connected. 

Creating more stores around the world would increase access to the stores and allow more people to have contact with the brand, bringing in more consumers from a variety of places.

Designer clothing brands don’t often have TV adverts to promote their clothing however, they do for their perfumes and accessories. By beginning this trend more potential consumers would be interested in D&G as they would be seeing more of the brand on a different platform.

Creating a collection like Versus Versace, i.e. clothing with cheaper pricing. Would attract more consumers as the products would be more affordable, encouraging more people to shop at their brand.

Although designer brands don’t collaborate that much. This could be a unique step for Dolce and Gabbana to take and bring in consumers from the other brand that they would collaborate with. 


To improve their reputation, becoming more sustainable and environmentally friendly, creating more stores, having influencers and speaking openly on their social media platforms, would inform current consumers of the positive changes they are making. It would give consumers a better understanding of the brand, encouraging them to support D&G through the positive developments.