You are on page 1of 34

Product Hierarchy

Core Benefit: Luxurious,


Sexy, Fashionable, High-end,
High-priced Apparel
Basic Product: Womens
Apparel
Expected Product: Mens
Apparel, D&G Moderate
Priced Apparel, D&G Junior
Childrens Apparel
Augmented Product:
Fragrances, Jewelry,
Eyewear, Shoes,
Handbags, and Gold
Restaurant in Milan
Potential Product: Home
Dcor: including Home,
Bed, Bath, and Kitchen

HISTORY
The Dolce & Gabbana brand
was created in 1985 and has
grown to become one of the
top luxury goods groups in the
world. Domenico Dolce and
Stefano Gabbana first met in
Milan in 1980 when working
as assistances in an atelier.
Dolce, who studied fashion
design and worked for his
familys small clothing factory,
grew up in a small sicilian
village while Gabbana, a
trained graphic designer, grew
up in Milan. They went into
business two years later. The
first collection was launched
in 1986 and the spirit of their
work is Jean Paul Gaultier.

Domenico Dolce and Stefano


Gabbana have made a trade mark
of their surnames which is known
throughout the world. The key of
their success is the italian
character
and their sensual and unique style
add to tailoring talent.
ITALIAN
STYLE

HOW TO REACH
THE
LEADERSHIP???

BRAND

A brand is a symbol that distinguishes


a product made by one firm from
the others.
Dolce & Gabbana companys brand
is a luxury brand that means
an expensive, status symbol brand.

MULTIPLE BRAND
Dolce & Gabbana company adopt a
multiple
brands policy to reach every business
niche with a particular marketing
strategy.
It owns two brands:
Dolce&Gabbana
D&G

The brand Dolce&Gabbana is the dream.


Its incomparable appeal is due to superior
sartorial content and stylistic originality.
It is a timeless style that combines innovation
with mediterranean flavour

D&G brand is irony. Is a fashion label inspired


by the street contemporary music for a noconventional personal style.
It means freedom

QUALITY

A luxury brand like Dolce &Gabbana is


QUALITY
a synonym
of high quality.
Many consumers prefer to buy more
expensive goods because they think they are
superior.
Quality is strictly connected with the origin of
product actually many companies like Gucci,
Prada and Dolce&Gabbana too, feel that luxury
comes from Europe and must be
made there to be the best.

QUALITY FOR D&G


Dolce&Gabbana company know how
important the origin of the product for
their consumers is. To ensure an
authentic
Italian style their two production
facilities
are located in Italy: one in Legnano
and another in Val dArno.
dArno

CHINESE COMPETITION
Italian textile industry is suffering from
low cost chinese goods based on low
cost of labour and increasing production
skills. Manufacturers feel threatened
by chinese competition, whereas brand
owners feel that the chinese market is
an opportunity. The principle threat of
chinese competition for D&G is the
imitation.

D&G TARGET MARKET


D&G target market includes
people from
15 to 25, who are innovators,
trendsetters and everyone who
enjoys freedom and irony in
fashion.

Target market structure

DOLCE&GABBANA TARGET MARKET

The woman
She is strong; she likes
herself and knows she is
liked. She can be a
manager, wife, mother or
lover but
she is always a true woman

The man
He is a little
hedonistic, free,
successful and
he pays attention
to details.
He lays down the
rules imposing
his personality

D&G JUNIOR TARGET MARKET


In the last years we have seen a develop of kid
labels. Till now children were a careless target
market except for companies like
PRENATAL or CHICCO.
Now for the low profits, many luxury
companies, like D&G, Blumarine
and Gucci, have decided to create kid lines.
To appeal children, fashion companies
propose collection similar to dolls dresses
like Bratz and use little vip like Lourdes
Maria, Madonnas daughter.

D&G Junior is inspired to D&G brand that wears


the family in every day life with style and comfort.
CHICCO

D&G JUNIOR

GUCCI BABY

MEANS

Spot, advertising
campaign, poster

Advertising
campaign, poster

Photos of baby vip


and gossip

SUBJECTS

Children with their


parents

Every day real life


OBJECT OF
ADVERTISING
CAMPAIGN

VALUES

Comfort, health,
play

Children with their


fashionable parents

Vip

Groups of kids with


the sight direct to the
lens

Glamorous and
shopping moments

Style, irony, brand


awareness, be a part
of a group

Luxury, brand
awareness

ORGANISATION

Dolce&Gabbana group consists of


production italian
23 employees,
2
92
8
1 and
facilities,
stores
factory
1 market
outlets.3International
operations are conducted by
the New York and
Tokyo subsidiaries

ADVERTISING

Advertising is an attempt to get the


message
right
to the
people at the
time.
righ their leadership
righis important
To consolidate
t
t
an intensive
advertising campaign
through
television, cinemas spot, magazines,
internet (www.dolcegabbana.it), mobile.
ADVERTISING OBJECTIVES:
- originality
- big impact
- revolution

ENDORSEMENT
D&G communication is based on endorsement
strategy
They wear
football players
(Italy team)

They dress rockstars


(Madonna, Elthon Jhon,
Jennifer Lopez)

They dress actresses


(Monica Bellucci; Nicole
Kidman, Angelina Jolie)

They dress television


stars
(Simona Ventura,
presenter of Sanremo)

LICENSING and BRAND


STRETCHING
The stretching of a brand consists of
produce different kind of goods with the
same logo.
This strategy is realized with the licensing
that means give a formal authorization to
an outside supplier for using their name
and image.
There are a lot of examples of product
realized in this way:

watches

Mobile
phones

knitwear and sunglasses

Perfumes

...cars