8/3/2019 TESINA DOLCE&GABBANA
1/35
Luxury brands:DOLCE & GABBANA
8/3/2019 TESINA DOLCE&GABBANA
2/35
HOW TO REACH IT?
ADVERTISING
(UNIT 6)
QUALITY(UNIT 10)
ORGANISATION
(UNIT 3)
BRAND(UNIT 1 )
LEADERSHIP
(UNIT 12)
BUSINESSNICHES
(E-WORLD)
HISTORY
8/3/2019 TESINA DOLCE&GABBANA
3/35
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.
8/3/2019 TESINA DOLCE&GABBANA
4/35
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
8/3/2019 TESINA DOLCE&GABBANA
5/35
HOW TO REACH THELEADERSHIP???
8/3/2019 TESINA DOLCE&GABBANA
6/35
BRAND
8/3/2019 TESINA DOLCE&GABBANA
7/35
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.
8/3/2019 TESINA DOLCE&GABBANA
8/35
8/3/2019 TESINA DOLCE&GABBANA
9/35
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
8/3/2019 TESINA DOLCE&GABBANA
10/35
D&G brand is irony. Is a fashion label inspired
by the street contemporary music for a no-
conventional personal style.
It means freedom
8/3/2019 TESINA DOLCE&GABBANA
11/35
8/3/2019 TESINA DOLCE&GABBANA
12/35
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.
8/3/2019 TESINA DOLCE&GABBANA
13/35
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.
8/3/2019 TESINA DOLCE&GABBANA
14/35
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.
8/3/2019 TESINA DOLCE&GABBANA
15/35
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.
8/3/2019 TESINA DOLCE&GABBANA
16/35
Target market structure
MEN
35%
WOMEN
65%
8/3/2019 TESINA DOLCE&GABBANA
17/35
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
8/3/2019 TESINA DOLCE&GABBANA
18/35
The manThe man
He is a little
hedonistic, free,
successful and
he pays attention
to details.
He lays down the
rules imposing
his personality
8/3/2019 TESINA DOLCE&GABBANA
19/35
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.
8/3/2019 TESINA DOLCE&GABBANA
20/35
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
8/3/2019 TESINA DOLCE&GABBANA
21/35
ORGANISATION
8/3/2019 TESINA DOLCE&GABBANA
22/35
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
8/3/2019 TESINA DOLCE&GABBANA
23/35
ADVERTISING
8/3/2019 TESINA DOLCE&GABBANA
24/35
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
8/3/2019 TESINA DOLCE&GABBANA
25/35
ENDORSEMENT
D&G communication is based on endorsement strategy
They wear footballplayers
(Italy team)
8/3/2019 TESINA DOLCE&GABBANA
26/35
They dress rockstars
(Madonna, Elthon Jhon,
Jennifer Lopez)
8/3/2019 TESINA DOLCE&GABBANA
27/35
They dress actresses
(Monica Bellucci; Nicole
Kidman, Angelina Jolie)
8/3/2019 TESINA DOLCE&GABBANA
28/35
They dress television stars
(Simona Ventura, presenter of
Sanremo)
8/3/2019 TESINA DOLCE&GABBANA
29/35
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:
8/3/2019 TESINA DOLCE&GABBANA
30/35
watches
8/3/2019 TESINA DOLCE&GABBANA
31/35
Mobilephones
8/3/2019 TESINA DOLCE&GABBANA
32/35
knitwear and sunglasses
8/3/2019 TESINA DOLCE&GABBANA
33/35
Perfumes
8/3/2019 TESINA DOLCE&GABBANA
34/35
...cars
8/3/2019 TESINA DOLCE&GABBANA
35/35
THEEND
Top Related