Luxury brands: DOLCE & GABBANA

Manoni ClaudiaSidari Ilaria

DOLCE&GABBANAHOW TO REACH IT?ADVERTISING(UNIT 6)QUALITY(UNIT 10)ORGANISATION(UNIT 3)

BRAND(UNIT 1 )LEADERSHIP(UNIT 12)BUSINESS NICHES(E-WORLD)

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 familys 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 markof their surnames which is knownthroughout the world. The key oftheir success is the italian character and their sensual and unique style add to tailoring talent.ITALIANSTYLE

HOW TO REACH THE LEADERSHIP???

BRAND

A brand is a symbol that distinguishes a product made by one firm from the others.

Dolce & Gabbana companys brand is a luxury brand that meansan expensive, status symbol brand.

MULTIPLE BRANDDolce & Gabbana company adopt a multiple brands policy to reach every business niche with a particular marketing strategy.

It owns two brands: Dolce&GabbanaD&G

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

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

QUALITY FOR D&GDolce&Gabbana company know how important the origin of the product fortheir consumers is. To ensure an authenticItalian style their two production facilities are located in Italy: one in Legnano and another in Val dArno.

CHINESE COMPETITIONItalian textile industry is suffering from low cost chinese goods based on lowcost 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 of chinese competition for D&G is the imitation.

D&G TARGET MARKETD&G target market includes people from15 to 25, who are innovators, trendsetters and everyone who enjoys freedom and irony in fashion.

Target market structure

DOLCE&GABBANA TARGET MARKETThe womanShe 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

The manHe is a little hedonistic, free, successful and he pays attentionto details.He lays down the rules imposing his personality

D&G JUNIOR TARGET MARKETIn 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 companiespropose collection similar to dolls dresseslike Bratz and use little vip like Lourdes Maria, Madonnas daughter.

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

SUBJECTSChildren with their parentsChildren with their fashionable parentsVip

OBJECT OF ADVERTISING CAMPAIGNEvery day real lifeGroups of kids with the sight direct to the lensGlamorous and shopping moments

VALUESComfort, health, playStyle, irony, brand awareness, be a part of a groupLuxury, brand awareness

ORGANISATION

Dolce&Gabbana group consists of employees, production italianfacilities, stores and factory outlets. International market operations are conducted by the New York and Tokyo subsidiaries239228311

ADVERTISING

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- revolutionrightright right

ENDORSEMENTD&G communication is based on endorsement strategyThey wear football players(Italy team)

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)

LICENSING and BRAND STRETCHINGThe 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:

watches

Mobile phones

knitwear and sunglasses

Perfumes

...cars

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