TESINA DOLCE&GABBANA

8/3/2019 TESINA DOLCE&GABBANA

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Luxury brands:DOLCE & GABBANA


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HOW TO REACH IT?

ADVERTISING

(UNIT 6)

QUALITY(UNIT 10)

ORGANISATION

(UNIT 3)

BRAND(UNIT 1 )

LEADERSHIP

(UNIT 12)

BUSINESSNICHES

(E-WORLD)

HISTORY


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HISTORYThe Dolce & Gabbana brand wascreated in 1985 and has grown tobecome one of the top luxurygoods groups in the world.Domenico Dolce and StefanoGabbana first met in Milan in 1980

when working as assistances in anatelier. Dolce, who studied fashiondesign and worked for his familyssmall clothing factory, grew up in asmall sicilian village whileGabbana, a trained graphic

designer, grew up in Milan. Theywent into business two years later.The first collection was launched in1986 and the spirit of their work isJean Paul Gaultier.


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Domenico Dolce and Stefano

Gabbana have made a trade mark

of their surnames which is known

throughout the world. The key oftheir success is the italian character

and their sensual and unique style

add to tailoring talent.

ITALIAN

STYLE


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HOW TO REACH THELEADERSHIP???


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BRAND


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A brandbrand is a symbol that distinguishesa product made by one firm from

the others.

Dolce & Gabbana companys brand

is a luxury brand that means

an expensive, status symbol brand.


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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


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

by the street contemporary music for a no-

conventional personal style.

It means freedom


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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.


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QUALITY FOR D&G

Dolce&Gabbana company know how

important the origin of the product fortheir consumers is. To ensure an authentic

Italian style their two production facilities

are located in Italy: one in LegnanoLegnano

and another in Val dArnoVal dArno.


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CHINESE COMPETITION

Italian textile industry is suffering from

low cost chinese goods based on low

cost of labour and increasing production

skills. Manufacturers feel threatenedby chinese competition, whereas brand

owners feel that the chinese market is

an opportunity. The principle threat ofchinese competition for D&G is the imitation.


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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.


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Target market structure

MEN

35%

WOMEN

65%


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DOLCE&GABBANA TARGET MARKET

The womanThe 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


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The manThe man

He is a little

hedonistic, free,

successful and

he pays attention

to details.

He lays down the

rules imposing

his personality


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D&G JUNIOR TARGET MARKET

In the last years we have seen a develop of kidlabels. Till now children were a careless target

market except for companies like

PRENATAL or CHICCO.

Now for the low profits, many luxurycompanies, 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.


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

in every day life with style and comfort.

CHICCOCHICCO D&G JUNIORD&G JUNIOR GUCCI BABYGUCCI BABY

MEANSMEANSSpot, advertising

campaign, poster

Advertising

campaign, poster

Photos of baby vip

and gossip

SUBJECTSSUBJECTSChildren with their

parents

Children with their

fashionable parentsVip

OBJECT OFOBJECT OF

ADVERTISINGADVERTISING

CAMPAIGNCAMPAIGN

Every day real life Groups of kids with

the sight direct to the

lens

Glamorous and

shopping moments

VALUESVALUES

Comfort, health,

play

Style, irony, brand

awareness, be a part

of a group

Luxury, brand

awareness


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ORGANISATION


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Dolce&Gabbana group consists of

employees, production italianfacilities, stores and factory

outlets. International market

operations are conducted bythe New York and

Tokyo subsidiaries

2392 2 83 11


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ADVERTISING


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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, cinemas spot, magazines,

internet (www.dolcegabbana.it), mobile.

ADVERTISING OBJECTIVES:

- originality

- big impact

- revolution

right

right right


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ENDORSEMENT

D&G communication is based on endorsement strategy

They wear footballplayers

(Italy team)


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They dress rockstars

(Madonna, Elthon Jhon,

Jennifer Lopez)


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They dress actresses

(Monica Bellucci; Nicole

Kidman, Angelina Jolie)


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They dress television stars

(Simona Ventura, presenter of

Sanremo)


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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:


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watches


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Mobilephones


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knitwear and sunglasses


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Perfumes


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...cars


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THEEND

TESINA DOLCE&GABBANA

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