Fashion House Marketing

Paper Summary:

An analysis of the marketing strategies used by fashion giants Dolce Gabbana and Gucci. The paper first provides a general discussion on marketing strategies and then explains how these fashion houses used them individually to attract their customers.

From the Paper:

"Before looking at the particular ways in which the fashion houses of Gucci and Dloce & Gabbana have in recent years marketed themselves, it may be useful to begin with a more general discussion of the "normal" way in which fashion houses market themselves (even while recognizing that such a normality is a fictional compilation of the strategies of different houses at different times). By establishing what is the generally accepted range of practices for different fashion houses we may come to a better understanding of the particular strategies that Gucci and Dolce & Gabbana have used in their recent seasons."

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