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DOLCE & GABBANA

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HISTORY

LEADERSHIP
(UNIT 12)
BRAND
(UNIT 1 )
HOW TO REACH IT?

QUALITY BUSINESS
ORGANISATION ADVERTISING
(UNIT 10) NICHES
(UNIT 3) (UNIT 6) (E-WORLD)
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 family·s
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 î ALîAN
S LE

add to tailoring talent.


    
  
R 
A „  is a symbol that distinguishes
a product made by one firm from
the others.

Dolce & Gabbana company·s brand


is a  „  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:


M Dolce&Gabbana

M D&G
 brand Dolce&Gabbana is t dram.
îts incomparabl appal is du to suprior
sartorial contnt and stylistic originality.
ît is a timlss styl tat combins innovation
wit mditrranan flavour
D&G brand is irony. îs a fasion labl inspird
by t strt contmporary music for a no-
convntional prsonal styl.
ît mans frdom
  
A luxury brand like Dolce &Gabbana is
QUALî 
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 2
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  
and another in  
.


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

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DOLCE&GABBANA ARGE MARKE

J 
S is strong; s liks
rslf and knows s is
likd. S can b a
managr, wif, motr or
lovr but
s is always a tru woman
J 
 is a littl
donistic, fr,
succssful and
 pays attntion
to dtails.
 lays down t
ruls imposing
is prsonality
D&G JUNîOR ARGE MARKE
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 vipµ like Lourdes
Maria, Madonna·s daughter.
D&G Junior is inspired to D&G brand that wears the family
in every day life with style and comfort.

O OO  
OO

Spot, advrtising Advrtising Potos of baby vip


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campaign, postr campaign, postr and gossip
Cildrn wit tir Vip
Cildrn wit tir
  parnts
fasionabl parnts

 

Evry day ral lif Groups of kids wit Glamorous and
 
t sigt dirct to t sopping momnts
lns
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Comfort, alt, Styl, irony, brand Luxury, brand
  play awarnss, b a part awarnss
of a group
  m
Dolce&Gabbana group consists of
ΠΠemployees, Πproduction italian
facilities,  stores and  factory
outlets. International market
operations are conducted by
the New York and
Tokyo subsidiaries
 
Advertising is an attempt to get the
right message
to the right people at the right time.
To consolidate their leadership is important
an intensive advertising campaign through
television, cinema·s 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:
mwatches
mMobile
phones
mknitwear and sunglasses
mPerfumes
...cars
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