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.
Luxury brands: DOLCE & GABBANA
(UNIT 1 )
HOW TO REACH IT?
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
add to tailoring talent.
HOW TO REACH THE LEADERSHIP???
A brand is a symbol that distinguishes
a product made by one firm from
Dolce & Gabbana company’s brand
is a luxury brand that means
an expensive, status symbol brand.
Dolce & Gabbana company adopt a multiple
brands policy to reach every business
niche with a particular marketing strategy.
It owns two brands:
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 no-
conventional personal style.
It means freedom
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.
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.
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 includes people from
15 to 25, who are innovators,
trendsetters and everyone who
enjoys freedom and irony in fashion.
She is strong; she likes
herself and knows she is
liked. She can be a
manager, wife, mother or
she is always a true woman
He is a little
he pays attention
He lays down the
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.
D&G Junior is inspired to D&G brand that wears the family in every day life with style and comfort.
Dolce&Gabbana group consists of
employees, production italian
facilities, stores and factory
outlets. International market
operations are conducted by
the New York and
Advertising is an attempt to get the
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.
- big impact
D&G communication is based on endorsement strategy
They wear football players
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)
The stretching of a brand consists of
produce different kind of goods with the
This strategy is realized with the licensing
that means give a formal authorization to
an outside supplier for using their name
There are a lot of examples of product
realized in this way:
…knitwear and sunglasses