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1. Title, do not change from callibri (headline) ^keep top margin right below the black box! <- Keep left margin fixed Text, do not change from callibri (text)! Text, do not change the color! Keep the size uniform Sub-headers is in italics bold only Bottom and right margins canbechanged at will
2. Company timeline 1985 "Real Women" fashion show 1986-1990: Dolce & Gabbana women and men lines 1988 Production agreement with Dolce Saverio 1990-present: Extension into fragrances, accessories, eyewear, and watches 1994: D&G young line 1994-present: Flagship store in Milan followed by opening of monobrand stores 1997: Own production of women's and men's prêt-à-porter lines 1999: Buys up 51% of Dolce Saverio 2000: Take over production of and distribution of knitwear, underwear, swim and beachwear as well as scarves, ties, small leather goods and shoes. 2001: D&G Children's collection 2005-2006: First flagship store in China and Shanghai 2006: Take over production and distribution of D&G Dolce&Gabbana 2006-2008: Restaurants, barbers etc. 2009: First online boutique
3. Company profile Fashion design company Very distinct style based on contrasts Creative freedom because the head designers Dolce & Gabbana own the company Fully vertically integrated clothes lines and licenseproducts, except fragrances, eyewear andwatches Repositioning 2009:Cost reduction and pricereduction by 10-20% and creation of webshop
4. Brand Identity Madonna: Personal friend, fan, and muse "We love Madonna, so anything she asks we say yes, because we love the person, the style, the music--everything." Domenico Dolce and Stefano Gabbana "She has the attitude. You can't define it using words; it's a mixture of charisma, fascination, sensuality, seduction and self-consciousness. These are the characteristics of the Dolce & Gabbana woman and she conveys them through her life and her choices." Stefano Gabbana Dolce & Gabbana have designed wardrobes for several tours, most notably “The Girly Show” in 1993 which created valuable attention prior to the launch of the younger D&G-line. Wardrobe ”The girly show” 1993 Wardrobe ”Music” 2000 Cobranding of the MDG sunglasses 2010
5. Store observations 1 Demographics:She is either living in a middle-aged woman from generation X with a good education and a well paid job, or a slightly younger woman living in a two income no kids-relationship.She may be married with one or two children, but if they still live at home, they're old enough to take care of themselves.She has achieved most of the usual material goods such as real estate, a quality car etc. and is now increasingly spending time and money on beauty, wellness, shorter city breaks, and of course luxury products. Psychographics:She grew up during the '80ties in the shadow of nuclear holocaust, and prefer to spend the money she earns on living the good life today rather than saving them up for tomorrow.She is very conscious about creating a personalimage with material objects, activities, and peopleshe surround herself with.She is very critical and will balk at any attempts toforce anything on her, but will appreciatepersonalized advice when she seeks it.
6. Store observations 2 Store behaviorAlthough she might be able to finally afford the sexy evening dress she's always dreamed of, she feel too old to actually carry it.She and her friends only quickly breeze through the special occasions section to get a whiff of the luxury, but spend most of their time in the section with more sensible daily wear they would actually use when returning to reality. Shop assistants:Mainly good looking women in their 20ties.Discretely clad in stylish black cocktail dresses toprovide a discrete and classy background toproducts and customers.Politely interested in what the customer is doing,but doesn't intrude in the customers dream-bubble unless the she signals them or showinterest in a particular garment.A couple of tailors were present discussing howto adjust the shirt of an older woman, both wereclad in black suits as were the head assistant andstore manager.
7. Image Identity, fashion show Fashion show “MONOTONOUS” -Runway design, music, lights and make up. -Elegant, serious and mysterious image. Order of the garments Monotonous  Colorful Finale walking : overwhelms audiences
8. Image Identity, fashion show Change of image: Strong and glamourous to elegantandmonotonoussexy 2009 F/W Photographer; Steven Klein Models; Mariacarla Boscono, Heidi Mount, and Edita Vilkeviciute. -Bold colors, luxury clothes, interesting threesome of giant, glamed-up models in bright pink, furry couture in smutty walk through the casino. 2010 S/S 2010 F/W Photographer; Steven Klein Model; Madonna Black and white, story of a "Hot Italian mama”. "We love Madonna, she is a true star, an icon loved by all generations!" -Domenico Dolce
9. Sexualcommerce Brand image versus court controversy Dolce & Gabbana is well-known for hyper-sexuality in the ads campaign. Some of the images have been accused of going too far and have come under fire for what critics interpret as depictions of homosexual sex, gang rape, violence and even necrophilia.  caused plenty of court controversy over the years Several factors Designers are homosexuals; several ads featuring gorgeous male models in various states of undress, sometimes in rather intimate positions. Brand’s Italian heritage; The passion and emotion of the Italian people naturally creates a sexy environment. Succeeded to build Brand Image; D&G’s sales don’t seem to be hurting. 21% revenue increases in 2008. “it does not represent rape or violence, but if one had to give an interpretation of the picture, it could recall an erotic dream, a sexual game.” –Stefano Gabbana
10. Website analysis The Company site : the main page looks messy due to a lot of links and photos, but provides easy access to different lines such as Dolce & Gabbana, D&G and D&G junior. Dolce & Gabbana site: Modern and simple Easy access to campaigns, collections and runway shots. Black, gray and white color cordination; represents the brand's identity. It gives elegant look and makes you focus on colorful photos. Slide show approach; to show many photos. It reflects the characteristics of the industry. Background music; Classical music of deep and heavy sounds. It makes serious, myterious and classical mood. It goes well with visual identity of the website. Weak points: Only recent photos(no info ordered by year).
11. Title, do not change from callibri (headline) ^keep top margin right below the black box! <- Keep left margin fixed Text, do not change from callibri (text)! Text, do not change the color! Keep the size uniform Sub-headers is in italics bold only Bottom and right margins canbechanged at will