Luxury brands DOLCE GABBANA Manoni Claudia Sidari

Luxury brands: DOLCE & GABBANA Manoni Claudia Sidari Ilaria

ANA &GABB OLCE HISTORY D LEADERSHIP (UNIT 12) BRAND (UNIT 1 ) HOW TO REACH IT? QUALITY (UNIT 10) ORGANISATION (UNIT 3) ADVERTISING (UNIT 6) BUSINESS NICHES (E-WORLD)

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 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. ITALIAN STYLE

HOW TO REACH THE LEADERSHIP? ? ?

BRAND…

A brand is a symbol that distinguishes a product made by one firm from the others. Dolce & Gabbana company’s brand is a luxury brandthat means an expensive, status symbol brand.

MULTIPLE BRAND Dolce & Gabbana company adopt a multiple brands policy to reach every business niche with a particular marketing strategy. It owns two brands: v Dolce&Gabbana v D&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 noconventional personal style. It means freedom

QUALITY…

A luxury brand like Dolce &Gabbana is QUALITY 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 FOR D&G 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

CHINESE COMPETITION Italian textile industry is suffering from low cost chinese goods based on low cost of labour and increasing 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 D&G target market includes people from 15 to 25, who are innovators, trendsetters and everyone who enjoys freedom and irony in fashion.

Target market structure

DOLCE&GABBANA TARGET MARKET The 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

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

D&G JUNIOR TARGET MARKET 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. CHICCO MEANS Spot, advertising campaign, poster SUBJECTS Children with their parents D&G JUNIOR Advertising campaign, poster Children with their fashionable parents GUCCI BABY Photos of baby vip and gossip Vip Every day real life Groups of kids with Glamorous and OBJECT OF the sight direct to the shopping moments ADVERTISING lens CAMPAIGN VALUES Comfort, health, play Style, irony, brand awareness, be a part of a group Luxury, brand awareness

ORGANISATION…

Dolce&Gabbana group consists of 2392 employees, 2 production italian facilities, 83 stores and 11 factory outlets. International market operations are conducted by the New York and Tokyo subsidiaries

ADVERTISING…

Advertising is an attempt to get the right message to the right people at the right time. To consolidate their leadership is important an intensive advertising campaign through television, cinema’s spot, magazines, internet (www. dolcegabbana. it), mobile. ADVERTISING OBJECTIVES: - originality - big impact - revolution

ENDORSEMENT D&G communication is based on endorsement strategy They 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 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 a lot of examples of product realized in this way:

…watches

…Mobile phones

…knitwear and sunglasses

…Perfumes

. . . cars

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