Dolce & Gabbana invests in representation to win new customers

One of the most outstanding features of the luxury market today is democratization, which essentially concerns the possibility of bringing luxury goods and goods to new audiences, increasing the number of consumers and especially including groups that, for the most diverse reasons, were far from the sector.

And one of the ways that some brands have found to enhance this inclusion is through representativeness. This is the case of Dolce & Gabbana which recently announced the expansion of its clothing sizes to the GG, aiming to win new customers and expanding access to the pieces of the Italian brand.

Ashley Graham during the Spring/Summer 2019 parade that occurred in September 2018. At the top of the page, the new “most representative”

According to a statement from the brand for the English newspaper Independent “expanding the size range is a natural evolution for Dolce & Gabbana. We want to draw attention to the brand’s commitment to the diversity of women. “

It is worth remembering that the idea of ​​the brand that beauty is not a “matter of size” but rather a “state of mind” has been consolidating in the brand for some time. Last year, Ashley Graham, known for her measurements did not fit the traditional pattern of fashion, was one of the models that paraded for Dolce & Gabbana.