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Luxury brands: DOLCE & GABBANA. Manoni Claudia Sidari Ilaria. HISTORY. DOLCE&GABBANA. LEADERSHIP (UNIT 12). BRAND (UNIT 1 ). HOW TO REACH IT?. QUALITY (UNIT 10). BUSINESS NICHES (E-WORLD). ADVERTISING (UNIT 6). ORGANISATION (UNIT 3). HISTORY.

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Luxury brands: DOLCE & GABBANA

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Luxury brands dolce gabbana

Luxury brands: DOLCE & GABBANA

Manoni Claudia

Sidari Ilaria


Luxury brands dolce gabbana

HISTORY

DOLCE&GABBANA

LEADERSHIP

(UNIT 12)

BRAND

(UNIT 1 )

HOW TO REACH IT?

QUALITY

(UNIT 10)

BUSINESS

NICHES

(E-WORLD)

ADVERTISING

(UNIT 6)

ORGANISATION

(UNIT 3)


History

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.


Luxury brands dolce gabbana

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

HOW TO REACH THE LEADERSHIP???


Brand

BRAND…


Luxury brands dolce gabbana

A brand is a symbol that distinguishes

a product made by one firm from

the others.

Dolce & Gabbana company’s brand

is a luxury brand that means

an expensive, status symbol brand.


Multiple 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


Luxury brands dolce gabbana

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


Luxury brands dolce gabbana

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

by the street contemporary music for a no-

conventional personal style.

It means freedom


Quality

QUALITY…


Luxury brands dolce gabbana

QUALITY

A luxury brand like Dolce &Gabbana is

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

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 d’Arno.


Chinese competition

CHINESE COMPETITION

Italian textile industry is suffering from

low cost chinese goods based on low

cost of labour andincreasing 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

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

Target market structure


Dolce gabbana target market

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


Luxury brands dolce gabbana

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

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, Madonna’s daughter.


Luxury brands dolce gabbana

D&G Junior is inspired to D&G brand that wears the family in every day life with style and comfort.


Organisation

ORGANISATION…


Luxury brands dolce gabbana

2392

2

83

11

Dolce&Gabbana group consists of

employees, production italian

facilities, stores and factory

outlets. International market

operations are conducted by

the New York and

Tokyo subsidiaries


Advertising

ADVERTISING…


Luxury brands dolce gabbana

right

right

right

Advertising is an attempt to get the

message

to the people at the 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

ENDORSEMENT

D&G communication is based on endorsement strategy

They wear football players

(Italy team)


Luxury brands dolce gabbana

They dress rockstars

(Madonna, Elthon Jhon, Jennifer Lopez)


Luxury brands dolce gabbana

They dress actresses

(Monica Bellucci; Nicole Kidman, Angelina Jolie)


Luxury brands dolce gabbana

They dress television stars

(Simona Ventura, presenter of Sanremo)


Licensing and brand stretching

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:


Luxury brands dolce gabbana

…watches


Luxury brands dolce gabbana

…Mobile phones


Luxury brands dolce gabbana

…knitwear and sunglasses


Luxury brands dolce gabbana

…Perfumes


Luxury brands dolce gabbana

...cars


The end

THE END


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