As many D & G ads do, the Dolce & Gabbana 2010/2011 Winter menswear lookbook features a whole bunch of models posing together in most shots. Brotastic, indeed!
Implications - Consumers are more likely to adapt ideas if their peers are equally willing to. As such, this particular lookbook features multiple men decked out in similar attire because they want consumers to feel as though these new fashion ideas have already become a new movement. Corporations can similarly employ this tactic of mob mentality to get consumers to adapt foreign and new concepts.