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Luxury Brand D & G - Samta Khinda

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Dolce&Gabbana specializes in expensive luxury items, is influenced more by designers and is more formal and 'timeless', responding to long-term trends rather than seasonal changes.

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Luxury Brand D & G - Samta Khinda

  1. 1. Luxury brands: DOLCE & GABBANA Manoni Claudia Sidari Ilaria
  2. 2. DOLCE&GABBANA HOW TO REACH IT? ADVERTISING (UNIT 6) QUALITY (UNIT 10) ORGANISATION (UNIT 3) BRAND (UNIT 1 ) LEADERSHIP (UNIT 12) BUSINESS NICHES (E-WORLD) HISTORY
  3. 3. HISTORY <ul><li>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. </li></ul>
  4. 4. <ul><li>Domenico Dolce and Stefano </li></ul><ul><li>Gabbana have made a trade mark </li></ul><ul><li>of their surnames which is known </li></ul><ul><li>throughout the world. The key of </li></ul><ul><li>their success is the italian character </li></ul><ul><li>and their sensual and unique style </li></ul><ul><li>add to tailoring talent. </li></ul>ITALIAN STYLE
  5. 5. HOW TO REACH THE LEADERSHIP???
  6. 6. BRAND…
  7. 7. <ul><li>A brand is a symbol that distinguishes </li></ul><ul><li>a product made by one firm from </li></ul><ul><li>the others. </li></ul><ul><li>Dolce & Gabbana company’s brand </li></ul><ul><li>is a luxury brand that means </li></ul><ul><li>an expensive, status symbol brand. </li></ul>
  8. 8. MULTIPLE BRAND <ul><li>Dolce & Gabbana company adopt a multiple </li></ul><ul><li>brands policy to reach every business </li></ul><ul><li>niche with a particular marketing strategy. </li></ul><ul><li>It owns two brands: </li></ul><ul><li>Dolce&Gabbana </li></ul><ul><li>D&G </li></ul>
  9. 9. <ul><li>The brand Dolce&Gabbana is the dream. </li></ul><ul><li>Its incomparable appeal is due to superior </li></ul><ul><li>sartorial content and stylistic originality. </li></ul><ul><li>It is a timeless style that combines innovation </li></ul><ul><li>with mediterranean flavour </li></ul>
  10. 10. <ul><li>D&G brand is irony. Is a fashion label inspired </li></ul><ul><li>by the street contemporary music for a no- </li></ul><ul><li>conventional personal style. </li></ul><ul><li>It means freedom </li></ul>
  11. 11. QUALITY…
  12. 12. <ul><li>A luxury brand like Dolce &Gabbana is </li></ul><ul><li>a synonym of high quality. </li></ul><ul><li>Many consumers prefer to buy more </li></ul><ul><li>expensive goods because they think they are superior. </li></ul><ul><li>Quality is strictly connected with the origin of </li></ul><ul><li>product actually many companies like Gucci, </li></ul><ul><li>Prada and Dolce&Gabbana too, feel that luxury </li></ul><ul><li>comes from Europe and must be </li></ul><ul><li>made there to be the best. </li></ul>QUALITY
  13. 13. QUALITY FOR D&G <ul><li>Dolce&Gabbana company know how </li></ul><ul><li>important the origin of the product for </li></ul><ul><li>their consumers is. To ensure an authentic </li></ul><ul><li>Italian style their two production facilities </li></ul><ul><li>are located in Italy: one in Legnano </li></ul><ul><li>and another in Val d’Arno . </li></ul>
  14. 14. CHINESE COMPETITION <ul><li>Italian textile industry is suffering from </li></ul><ul><li>low cost chinese goods based on low </li></ul><ul><li>cost of labour and increasing production </li></ul><ul><li>skills. Manufacturers feel threatened </li></ul><ul><li>by chinese competition, whereas brand </li></ul><ul><li>owners feel that the chinese market is </li></ul><ul><li>an opportunity. The principle threat of </li></ul><ul><li>chinese competition for D&G is the imitation. </li></ul>
  15. 15. D&G TARGET MARKET <ul><li>D&G target market includes people from </li></ul><ul><li>15 to 25, who are innovators, </li></ul><ul><li>trendsetters and everyone who </li></ul><ul><li>enjoys freedom and irony in fashion. </li></ul>
  16. 16. Target market structure
  17. 17. DOLCE&GABBANA TARGET MARKET <ul><li>The woman </li></ul><ul><li>She is strong; she likes </li></ul><ul><li>herself and knows she is </li></ul><ul><li>liked. She can be a </li></ul><ul><li>manager, wife, mother or </li></ul><ul><li>lover but </li></ul><ul><li>she is always a true woman </li></ul>
  18. 18. <ul><li>The man </li></ul><ul><li>He is a little </li></ul><ul><li>hedonistic, free, </li></ul><ul><li>successful and </li></ul><ul><li>he pays attention </li></ul><ul><li>to details. </li></ul><ul><li>He lays down the </li></ul><ul><li>rules imposing </li></ul><ul><li>his personality </li></ul>
  19. 19. D&G JUNIOR TARGET MARKET <ul><li>In the last years we have seen a develop of kid </li></ul><ul><li>labels. Till now children were a careless target </li></ul><ul><li>market except for companies like </li></ul><ul><li>PRENATAL or CHICCO. </li></ul><ul><li>Now for the low profits, many luxury </li></ul><ul><li>companies, like D&G, Blumarine </li></ul><ul><li>and Gucci, have decided to create kid lines. </li></ul><ul><li>To appeal children, fashion companies </li></ul><ul><li>propose collection similar to dolls dresses </li></ul><ul><li>like Bratz and use “little vip” like Lourdes </li></ul><ul><li>Maria, Madonna’s daughter. </li></ul>
  20. 20. <ul><li>D&G Junior is inspired to D&G brand that wears the family in every day life with style and comfort. </li></ul>GUCCI BABY D&G JUNIOR CHICCO Photos of baby vip and gossip Advertising campaign, poster Spot, advertising campaign, poster MEANS Vip Children with their fashionable parents Children with their parents SUBJECTS Glamorous and shopping moments Groups of kids with the sight direct to the lens Every day real life OBJECT OF ADVERTISING CAMPAIGN Luxury, brand awareness Style, irony, brand awareness, be a part of a group Comfort, health, play VALUES
  21. 21. ORGANISATION …
  22. 22. <ul><li>Dolce&Gabbana group consists of </li></ul><ul><li>employees, production italian </li></ul><ul><li>facilities, stores and factory </li></ul><ul><li>outlets. International market </li></ul><ul><li>operations are conducted by </li></ul><ul><li>the New York and </li></ul><ul><li>Tokyo subsidiaries </li></ul>2392 2 83 11
  23. 23. ADVERTISING…
  24. 24. <ul><li>Advertising is an attempt to get the </li></ul><ul><li>message </li></ul><ul><li>to the people at the time. </li></ul><ul><li>To consolidate their leadership is important </li></ul><ul><li>an intensive advertising campaign through </li></ul><ul><li>television, cinema’s spot, magazines, </li></ul><ul><li>internet ( www.dolcegabbana.it ), mobile. </li></ul><ul><li>ADVERTISING OBJECTIVES: </li></ul><ul><li>- originality </li></ul><ul><li>- big impact </li></ul><ul><li>- revolution </li></ul>right right right
  25. 25. ENDORSEMENT <ul><li>D&G communication is based on endorsement strategy </li></ul>They wear football players (Italy team)
  26. 26. They dress rockstars (Madonna, Elthon Jhon, Jennifer Lopez)
  27. 27. They dress actresses (Monica Bellucci; Nicole Kidman, Angelina Jolie)
  28. 28. They dress television stars (Simona Ventura, presenter of Sanremo)
  29. 29. LICENSING and BRAND STRETCHING <ul><li>The stretching of a brand consists of </li></ul><ul><li>produce different kind of goods with the </li></ul><ul><li>same logo. </li></ul><ul><li>This strategy is realized with the licensing </li></ul><ul><li>that means give a formal authorization to </li></ul><ul><li>an outside supplier for using their name </li></ul><ul><li>and image. </li></ul><ul><li>There are a lot of examples of product </li></ul><ul><li>realized in this way: </li></ul>
  30. 30. … watches
  31. 31. … Mobile phones
  32. 32. … knitwear and sunglasses
  33. 33. … Perfumes
  34. 34. ...cars
  35. 35. THE END

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