Dolce & Gabbana’s Lucia handbag
Italian fashion label Dolce & Gabbana is putting the marketing of its Lucia handbag in consumers? hands.
For its ?Who is Lucia"? series, the brand hit the streets of global cities, handing the bag to pedestrians and asking them to describe it in their own words. As consumers crave authenticity, hearing testimonials from real people may make for a more trustworthy advertisement.
“Dolce & Gabbana is trying to illustrate that this particular bag suits a variety of ‘ideal’ personas: the ‘girlfriend’, ‘the best friend’, ‘a girl on the go’ and more,” said Brian Honigman, New York-based content marketing consultant and social media marketer. “It is always more relatable for a brand to feature an average person because we as consumers see more of ourselves when looking at them as opposed to a celebrity or model.” Mr. Honigman is not affiliated with Dolce & Gabbana, but agreed to comment as an industry expert. Dolce & Gabbana was reached for comment.
Global poll

Dolce & Gabbana?s series kicked off in London. The format of the film strings together clips of different consumers talking about the bag in rapid succession.
As consumers talk, they interact with the handbag, turning it over, throwing it on their shoulder or cradling it in their hands. Those who Dolce & Gabbana stopped have different personal styles, showing the handbag’s ver...