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Dolce and Gabbana Presentation

The document provides background information on the luxury fashion brand Dolce & Gabbana. It discusses the brand's history, founders Stefano Gabbana and Domenico Dolce, and their rise in the luxury fashion industry. Details are given about Dolce & Gabbana's product lines, flagship stores, marketing strategies, and key competitors like Christian Dior. Their branding emphasizes Italian culture and family values. Recent marketing campaigns have focused on the theme of #DGFamily to represent the brand.

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DOLCE & GABBANA PRESENTATION | HISTORY | LUXURY FASHION INDUSTRY | DOLCE & GABBANA BRAND | COMPETITION | MARKETING MIX | PROMOTIONAL STRATEGY | PR | SWOT ANALYSIS | RECOMMENDATIONS BY JENNY HAM
HISTORY / HISTORY / HISTORY / HISTORY / HISTORY | STEFANO GABBANA WAS BORN IN MILAN | ! | DOMENICO DOLCE WAS BORN IN SICILY | ! | DOMENICO’S FATHER WAS A TAILOR & MOTHER SOLD FABRICS & APPAREL | ! ! ! ! | DOLCE & GABBANA WORKED AS ASSISTANTS FOR THE SAME FASHION HOUSE, ‘GIORGIO CORREGGIARI’ | ! |THEY BECAME A COUPLE, CREATED THE BRAND ‘DOLCE & GABBANA’, IN 1985 THEY PRODUCED THEIR FIRST FASHION COLLECTION, ‘ REAL WOMEN’ |
FACTS / FACTS / FACTS / FACTS / FACTS / FACTS / FIRST COLLECTION IN 1986 / ‘REAL WOMEN’ / WORTH £1.6 BILLION EACH / RELEASED MENS- WEAR LINE IN 1990 / O P E N E D F I R S T B O U T I Q U E I N TOKYO IN 1989, MILAN, 1990, HONG KONG, 1991 / LAUNCHED FIRST FRAGRANCE 1992 / / IN 1996, FOR THEIR TENTH ANNIVERSARY, THEY PUBLISHED TEN Y E A R S O F D O L C E & GABBANA / INTRODUCED LINGERIE AND BEACHWEAR, 1989 / I N 1 9 9 6 T H E Y RECORDED THEIR OWN SINGLE / GABBANA WAS BORN IN MILAN AND TRAINED AS A GRAPHIC DESIGNER
LUXURY FASHION / LUXURY FASHION / LUXURY FASHION •Luxury retailers generally sell goods they have manufactured themselves ! •Luxury retailers are the most prolific of the internationalising retailers ! •Luxury retailers normally use a direct investment method when entering a foreign market ! •The flagship store, is used as the primary investment tool for entry into a foreign market •The flagship store is used to demonstrate the brand identity, and give the consumer a luxury experience ! •The financial investment made in luxury flagship stores is significantly higher than those of other retailers ! •The selection of a prominant geographical location is important, allowing the consumer to purchase the best quality goods in the best environment, showcasing the brands position ! Nobbs et al, (2012)
LUXURY FASHION / LUXURY FASHION / LUXURY FASHION •The Luxury goods industry includes fine wine and fine dining, fashion, cars, fragrances, jewelry, handbags and luggage, and boats and yacht ! •In 2013 Luxury goods sales exceeded $318 billion worldwide ! •In 2015 the US is the leading luxury goods market with an estimated value of £60 billion, the UK is 6th with an estimated value of £12 billion, with France and Italy just ahead in 4th and 5th place. •The women's online luxury fashion market is predicted to grow from a current 3% of the total market to 17% by 2018 ! •In the UK particularly, consumers will normally go online to search/ view and/or purchase luxury fashion items ! •According to the McKinsey & Company consumer survey, nearly half of luxury goods buying decisions are already influenced by what consumers hear or see online !Ecommercenews, (2015); McKinsey & Comapny, (2015); Statista, (2015)
BRAND / BRAND / BRAND BRAND / BRAND / BRAND ‘D&G Dolce&Gabbana is the metropolitan glamour: an eclectic and contemporary brand, the expression of a changing world. It is a style without borders, which freely interprets the various influences of its own era, to become a unique and instantly recognisable lifestyle.’ Sicilian, Mediterranean, Romantic, ‘Strong Woman’, ‘Confident Man’, ‘Family’ are what makes up the brand identity.
BRAND / BRAND / BRAND BRAND / BRAND / BRAND /1998 the Sicily line was a turning point, Gabbana persuaded Dolce to go back to his Sicilian roots, from then on, Sicilian themes were the heart of the brand. (Blanchard, 2015) ! /Very distinct style design: Authentic vs. unconventional, Modern Classisim vs. Mediterranean flavor. ! /Complete creative freedom over the brand ! /Official ‘Brand Values’ are: Contrast & Harmony, Respect for People, Creativity, Integrity and Business Ethics, Honesty, and respect for the environment
COMPETITION / COMPETITION / COMPETITION
COMPETITION / COMPETITION / COMPETITION D I O R ( C H R I S T I A N DIOR) •French Design ! •Rich History ! •Christian Dior house founded in 1946 ! •Re-established Paris a s t h e i n n o v a t i v e fashion capital it was before WW11 ! •1 9 4 8 e s t a b l i s h e d luxury ready-to-wear boutiques in new york, & l a u n c h e d D i o r fragrances. ! •1 9 4 9 a r r a n g e d licensed production of his designs, and began designing accessories to complete the ‘DIOR look’. •In 1996 British designer John Galliano was appointed head of the company, due to his ‘extraordinary mixture of romanticism, feminism, and modernity that symbolizes Mr. Dior.’ ! •In 2013 Dior achieved $41.6 billion in revenue, profits of $8 billion ! •Concentrate more on ready-to-wear than couture ! •3 stores in Milan
SPRING/SUMMER 2015 | AD CAMPAIGN
/Luxury brands are in some ways a marker, creating a form social stratification. Any body is free to buy the luxury products, within the limits of their financial means. This is linked in many ways to our social classes; ! ‘A luxury item that extraordinary people would consider ordinary, is at the same time an extraordinary item to ordinary people.’ (Kapferer, Bastien, 2012, pp,18) ! Therefore, luxury is the desire to belong to a superior class, adopting a superior lifestyle and appearing a ‘success’. This is how many luxury brands, including dolce & gabbana have so successfully branded themselves as a lifestyle brand. ! /Dolce & Gabbana: Target Audience: Men & Women aged between 20-30, High social status, fashion brave, high income earners, 10,076,914 followers on Facebook, 3.76 million followers on twitter ! /Dior: Target market: Men & Women 25-over, high social status, good taste, high income, educated. 11,695,092 followers on facebook, 1,929,207 followers on twitter, digital magazine. DEMOGRAPHICS / DEMOGRAPHICS / DEMOGRAPHICS
VISUAL MERCAHNDISING & STORE DESIGN Dior, Paris 2014 Dior, New York, 2014 Dolce & Gabbana, Paris, 2015
COMPETITION / COMPETITION / COMPETITION
STORE DESIGN / MERCHANDISING MILAN SHOP DESIGN / MENS- WEAR ! / Up-Market area of Milan ! /First Atelier for bespoke mens clothes ! / Lavish building with Sicilian garden & courtyard ! / Five different types of marble ! / One off pieces of furniture ! / Expert tailors on hand to fit clothes, and advise customers ! / Luxury shopping experience ! / Lavish yet homely
Marketing Mix / Marketing Mix / Marketing Mix
Marketing Mix / Marketing Mix / Marketing Mix DRESS WITH FULL SKIRT IN PRINTED ORGANZA £ 1,700.00 LONG-SLEEVED TOP IN PRINTED SILK £ 595.00 SUIT IN COLOURED WOOL CLOTH £ 1,650.00 PRICE / Exclusivity & Desirability of Product / Indicator of Brands Positioning / Luxury customer less ‘price-sensitive’ / Luxury pricing objective is profitability & return on investment /
Marketing Mix / Marketing Mix / Marketing Mix (Okonkwo, 2007) The Extended Strategic Pricing Model /The Extended Strategic Pricing Model indicates a high, medium and low level of measurement in pricing vs. product quality. ! /Some Luxury brands show a gravitation towards medium- price ranges from premium ! /Key objectives for deciding price also include the target d e m o g r a p h i c , a n d t h e competitors price stance, and demand
Marketing Mix / Marketing Mix / Marketing Mix PRODUCT / A Wide range of products, for Men, Women & Children: Clothes, Handbags, Sun-glasses, Shoes, Under-wear, Beach-Wear, Perfume, Make-up, Books, Watches, Jewelry, Hi-Tech Accessories ! / Dolce & Gabbana design matching products enhancing the whole look and lifestyle ! /Luxury Products have a strong emphasis on the whole brand, luxury products feature the Brand Logo, innovative/creative/appealing designs and packaging, high quality material, high quality craftsmanship and rapid design turnover
Marketing Mix / Marketing Mix / Marketing Mix This year Dolce & Gabbana is producing a collection of hijabs & abayas targeted to Muslim customers in the Middle East, this is an example of design progression and celebration of different cultures & religion.The designs cater to the Islamic requirements of loose fitted clothing, featuring flowing dresses, long lacey sleeves & embroidered headscarves, it is a brave and positive move considering the current rising religious tensions and could be perceived as a political statement. It is also a positive factor for revenue, Muslim shoppers spent $266 billion on clothing & footwear in 2013, and are expected to spend $484 billion by 2019. (Yotka, 2016; Haris, 2016)
/ A diffusion line (also known as a bridge line) is a secondary line of merchandise created by a high-end fashion house or fashion designer that retails at lower prices. These ranges are separate from a fashion house's "signatureline", or principal artistic line, that typically retail at much higher prices. ! / Dolce & Gabbana began their diffusion line, ‘D&G’ in 1994, the collection explored less formal designs, and famously produced many bold animal print lines, and metallic designs. The diffusion line was priced lower than their high-end main- line collections, and although it was successful, Dolce & Gabbana merged ‘D&G’ with the main Dolce & Gabbana brand, to further strengthen it. The two lines became to similar and consumers began to confuse the diffusion line with the high-end luxury brand, dampening their association with luxury. ! Marketing Mix / Marketing Mix / Marketing Mix
Marketing Mix / Marketing Mix / Marketing Mix PLACE / Within the marketing mix, the process of moving products from the producer to the user is called place, (how the product is bought and where it is bought), the movement can include distributors, wholesalers, retailers and the internet. It focuses on where the business is located, where the target market is located, how to connect the two, how/where to store goods and how to eventually transport them. / Dolce & Gabbana have stores in 40 countries, including Thailand, Ukraine, Brazil, France, China & Singapore, with 29 stores in the US ! /In the 1990’s they began a restructure in attempt to become a vertically integrated company, they were successful in this by the year 2000, vertical integration can encourage specific investment and can reduce hold-up problems when markets are imperfect (Acemoglu et al, 2009), Dolce & Gabbana began by having their own production capacity, then they took over the manufacturing of their formally licensed goods, (scarves, ties, lingerie). After this they entered the Chinese market, as well as opening new flagship stores, they began to buy out their franchisers, including 20 stores from their Japanese partners.
Marketing Mix / Marketing Mix / Marketing Mix PROMOTION / To present the product to the targeted consumers, whilst increasing demand and differentiating the product and brand identity. ! / Advertising, Public Relations, Personal Selling, Direct Marketing, & Sales Promotion can all be used to achieve the last objectives, using a promotional mix. ! /Communicating the luxury brand values can be complex, the appeal of luxury is to posses an exclusive product, so the promotion of the luxury brand/product needs to retain a degree of rarity and specialness. ! /There are many ways Luxury Brands have adopted a strategy suitable to the brand identity and values, eg. celebrity endorsement, targeting the ‘wealthy’ and the ‘young’ who may be members of exclusive clubs, entry products and premium products and creating the ‘lifestyle brand’. (Hines, T., Bruce, M., 2007)
MARKETING / STRATEGY / MARKETING / STRATEGY DIGITAL STRATEGY /Dolce & Gabbana have begun a new promotional/marketing strategy via digital channels, with the aim being that consumers may enter their digital ‘world’ in one place. ! /Via Facebook, Dolce & Gabbana offer links to their mobile apps, other social media pages, ecommerce site and blog in one tab. ! /This strategy connects every medium/channel, split into three sections, the tab includes the web pages, the social media networks and mobile. ! / The Dolce & Gabbana official website is not the online store (unlike high-street fashion brands, the official website includes links to: ! ! /On the website they also offer the Dolce & Gabbana iTunes podcasts, the social media section offers a vast option, including: Facebook, Twitter, Instagram, You-Tube, Pinterest, Plus-Google, Tumblr, Linked-In, Weibo, Youku, VK, and the dolce&gabbana live journal. ! /They also run a blog, ‘Swide’ they use this as their channel to break corporate news, content about branded parties, fashion shows, brand ambassadors and news. ! ! ! ! (Lamb, R., 2011)
/ The official website promotes the FALL/ WINTER 2016 men’s fashion show and collection, ‘Old Wild Sicilian West’, using words like ‘invite’ and ‘discover’. This is also supported by a you- tube video of the fashion show and catwalk at the very top of the page. Women & Mens 2016 summer collection is just below./ The #DGFamily campaign, offering the interactive experience and emersion into the brand values / The top Tab on the official website is the first thing that you see, each tab takes you to everything about that subject As well as on the top tab, the website emphasises the online store with visual links, they also do this for the perfumes.
SWIDE BLOG/ The Dolce & Gabbana Blog offers news on celebrities, advice on italian and spanish food & travel, style & fashion, beauty and much more. ! / It contain videos of ‘behind the scenes’, from fashion shows and catwalks to campaigns. And acts as a back catalog for old campaigns and collections. ! /It offers interviews with celebrities or important people involved within their company, and they promote their ‘most read posts’, ‘must see videos’ and their blog newsletter.
#DGFamily CAMPAIGN / #DGFamily CAMPAIGN /Dolce and Gabbana’s last few advertising campaigns have been intensely focused on traditional italian families, casting grandmas in their spring 2015 campaign, and dedicating their winter 2015 runway show to mothers. ! /The 2015 Winter ad camapign shows men and women of multiple ages, pregnant women and babies, shot in a ‘family portrait’ ‘behind the scenes’ way, using famous models that appear regularly in other ad campaigns (including Ashleigh Good, Vittoria Ceretti, Esmerelda Seay Reynolds, Tami Williams and Sora Choi). ! / The campaign was Shot by Domenico Dolce, with Stefano Gabbana’s art direction, again reminding consumers that they are the brand, and their personal core values are the same as the ‘brands’, it is now engrained that ‘sicily’ and ‘family’ and ‘Mediterranean design’ are the brands values and identity.
WINTER 2016 | AD CAMPAIGN
/ The 2016 family focused Winter ad campaign became interactive when Dolce & Gabbana introduced #DGFamily, the concept supports the campaign, by asking people to upload their family portraits to the gallery, stretching the campaign message to a personal message, an emotional and personal touch.
CELEBRITY ENDORSEMENT / CELEBRITY ENDORSEMENT /In advertising, it is common that a product or brand be associated with a celebrity, normally over a long period of time. ! /Research suggests that this technique has a big impact on the audiences attention, recall, evaluations and purchase intentions, thus creating positive association and brand knowledge. ! /The use of celebrities in ads has increased to around 25% of all ads in the UK & US during 1979-1997. ! /Celebrity endorsement can have a huge positive impact on a brands credibility, if they already possess a positive public reputation especially. ! (Hsu, & McDonald, 2002; Carroll, 2009; Spry et al, 2011). /Dolce & Gabbana have always and regularly use celebrities/public figures/ f a m o u s m o d e l s w i t h i n t h e i r advertisement: / Madonna (singer) / Matthew McConaughey (actor) / Scarlett Johansson (actress) / Kate Moss (model) / Naomi Campbell (model) / Monica Bellucci (actress) / Felicity Jones (actress) / Josè Maria Manzanares (Bull-Fighter) ! / Many more celebrities are fequently seen wearing Dolce & Gabbana / attending parties / fashion shows, eg. Anne Hathaway, Britney Spears, Daniel Craig, Emma Roberts, Eva Mendes, Flo Rider, Katy Perry, Keira Knightly, Kylie Minogue, Robert Pattinson, Fergie, The Beckhams, to name a few... ! ! !
CELEBRITY ENDORSEMENT / CELEBRITY ENDORSEMENT Dolce & Gabbana Fall/Winter 1992, Kate Moss and Nadja Auermann Dolce & Gabbana Summer 2011, Naomi Campbell Dolce & Gabbana Spring/ Summer 2010, Madonna / Dolce & Gabbana have particularly long & fruitful relationships with Madonna, Kate Moss and Naomi Campbell. They recently launched a collection of limited edition t-shirts to celebrate Naomi’s 25th anniversary of collaboration with the brand, the t-shirts showed the portrayal of Naomi by some of the greatest contemporary photographers of our time.
CONTROVERSY / CONTROVERSY / CONTROVERSY (Scammel et al, 2015) LGBT boycott / Controversial Ad / Tax evasion
SWOT ANALYSIS •Strong brand values •High-end Luxury products •High Quality products •Forward thinking, original •Non-traditional, groundbreaking ads •Good media presence •Strong professional relationships •Many different products/reaching large market •Excellent digital presence •Create new brand extension/diffusion line •Further expansion into growing Asian markets •Join green movement/creating eco-friendly products and packaging •Has not yet joined green movement •Negative appearances within the press/ proffessionalism •No brand extension/diffusion line/more affordable product •Counterfeit products •Competition •Economy/Recessions •Brand identity confusion •Loosing customers due to ‘boycott’ campaigns •Conflict with other prestigious people
CONTROVERSY / CONTROVERSY / CONTROVERSY RECOMMENDATIONS / Negative media attention: Avoid causing offense to people, to avoid ‘boycotting’ protests that could harmfully affect the brand identity. ! / Further expansion into Asian market: Continue growth into newly successful Asian Markets. ! / Consider brand extensions: Consider brand extention or new diffusion line to cater for lower-income customers, avoid exclusion of large social groups, and reinforce brand identity. ! / Take environmental stance: Beneficial to the company identity and the environment. Cutting down on emissions can cut down on costs.
BIBLIOGRAPHY ! Acemoglu, D., Johnson, S., & Mitton, T.. (2009). Determinants of Vertical Integration: Financial Development and Contracting Costs. The Journal of Finance, Vol. 64, Iss. 3, pp. 1251–1290. Brown, S., (1993), ‘Retail location theory: evolution and evaluation’, The International Review of Retail, Distribution and Consumer Research, Vol. 3, Iss. 2. ! Carroll, A 2009, 'Brand communications in fashion categories using celebrity endorsement', Journal Of Brand Management, 17, 2, pp. 146-158. ! Derry Law, Christina Wong, Joanne Yip, (2012) "How does visual merchandising affect consumer affective response?: An intimate apparel experience", European Journal of Marketing, Vol. 46 Iss: 1/2, pp.112 - 133 ! García, M, Pelegrín, B, & Fernández, P 2011, 'Location strategy for a firm under competitive delivered prices', Annals Of Regional Science, Vol. 47, Iss. 1, pp. 1-23. ! Håkan Håkansson, Alexandra Waluszewski, (2005) "Developing a new understanding of markets: reinterpreting the 4Ps", Journal of Business & Industrial Marketing, Vol. 20 Iss: 3, pp.110 - 117 ! Hines, T., & Bruce, M., (2007), ‘Fashion Marketing: contemporary issues’, 2nd edition, Published by Elsevier Ltd. ! Hsu, C.K., & McDonald, D., (2002), ‘An examination on multiple celebrity endorsers in advertising’, Journal of Product & Brand Management, Vol. 11, Iss. 1, pp. 19-29 ! Kapferer, J.N., Bastien, V., (2012). ‘The Luxury Strategy’, Published by Kogan Page Limited, pp.18 ! Marie-Cécile Cervellon Rachael Coudriet , (2013),"Brand social power in luxury retail", International Journal of Retail & Distribution Management, Vol. 41 Iss. 11/12, pp. 869 - 884 ! Moore, C. M., Doherty, A. M., & Doyle, S. A., (2010),‘Flagship stores as a market entry method: the perspective of luxury fashion retailing’, European Journal of Marketing, Vol. 44, Iss, 1/2, pp.139-161 !
BIBLIOGRAPHY Nobbs, K., Moore, C. M., Sheridan, M., (2012) "The flagship format within the luxury fashion market", International Journal of Retail & Distribution Management, Vol. 40 Iss: 12, pp.920 - 934 ! Okonkwo, U., (2007), ‘Luxury Fashion Branding: Trends, Tactics, Techniques’, Published by Palgrave Macmillan ! Philipp Nikolaus Kluge , Martin Fassnacht , (2015) "Selling luxury goods online: effects of online accessibility and price display", International Journal of Retail & Distribution Management, Vol. 43 Iss: 10/11, pp.1065 - 1082 ! Spry, A., Pappu, R., Cornwell, T. B., (2011), ‘Celebrity endorsement, brand credibility and brand equity’, European Journal of Marketing, Vol, 45, Iss.6, pp. 882-909 ! Thomas, D., (2007), ‘Deluxe: How luxury lost it’s lustre’, Published by The Penguin Group ! Tungate, M., (2012), ‘Fashion brands: branding style from Armani to Zara’, 3rd Edition, Published by Kogan Page. ! Yeoman, I, & McMahon-Beattie, U 2006, 'Luxury markets and premium pricing', Journal Of Revenue & Pricing Management, Vol. 4, Iss. 4, pp. 319-328. ! ARTICLES & WEBSITES Adams, C., (2015), ‘Dolce & Gabbana sparks controversy again with new ad campaign that glamorizes gang rape’, Inquisitor, (accessed at http:// www.inquisitr.com/1938952/dolce-gabbana-sparks-controversy-again-for-new-ad-that-glamorizes-gang-rape/, 15/01/2016) ! Anonymous, (2014), ‘Dior Announces Annual Revenue, Growth in Couture’, The Fashion Law, (accessed at http://www.thefashionlaw.com/archive/dior- announces-annual-revenue-growth-in-couture 09/01/2016) Arnold, R., (2002), ‘Dolce & Gabbana’, Encyclopedia (accessed at http://www.encyclopedia.com/doc/1G2-3401400123.html 11/012016) Blanchard, T., (2015), ‘Dolce & Gabbana discuss the importance of family’, The Telegraph. (accessed at http://www.telegraph.co.uk/fashion/brands/central- saint-martins-welcomes-dolce-gabbana/ 11/01/2016)
ARTICLES & WEBSITES Daneshkhu, S. (2009). Luxury goods industry on track for recovery. FT.Com,Retrieved from http://search.proquest.com.ezproxy.brighton.ac.uk/docview/ 229238174?accountid=9727 ! Design Scene, (2014), ‘Dolce & Gabbana Spring Summer 2015 Womenswear Campaign’, (Accessed at http://www.designscene.net/2014/12/dolce- gabbana-spring-summer-2015-womenswear-campaign.html, 20/12/2015) ! Dior Mag, (2015), accessed at www.dior.com/diormag/en_gb, 12/01/2016 ! Dolce & Gabbana, http://www.dolcegabbana.com/dgfamily/the-project E-commerce news, (2015), ‘Online Luxury Fashion Sales: $10.9 billion in 2018’, (accessed at http://ecommercenews.eu/online-luxury-fashion-sales- e10-9bn-in-2018/ Fashion Gone Rogue, (2016), ‘Dolce & Gabbana Celebrates the Italian Life with Spring 2016 Ads’, (Accessed at http://www.fashiongonerogue.com/dolce- gabbana-spring-2016-campaign/ 12/01/2016) ! France-Presse, (2014), ‘Italian Court Overturns Dolce and Gabbana Tax Convictions’, The Guardian, (accessed by www.theguardian.com 12/01/16 ! Haris, R., (2016), ‘D&G’s hijab range is aimed at people like me - so why do i feel excluded?’, The Guardian, (accessed at www.theguardian.com, 12/01/2016 ! Lamb, R., (2011), ‘Dolce & Gabbana configures entire digital strategy on Facebook tab’, Luxury Daily, (accessed at http://www.luxurydaily.com/dolce- gabbana-configures-entire-digital-strategy-on-facebook-tab/, 08/01/2016) ! Mau, D., (2015), ‘Dolce & Gabbana’s fall campaign is all aboutfamily and selfies’, Fashionista, (accessed at http://fashionista.com/2015/06/dolce-gabbana- fall-2015-campaign, 11/01/2016) ! McKinsey and Company, (2015) ‘The Opportunity inOnline Luxury fashion Sales’ (Accessed at http://www.mckinseyonmarketingandsales.com/sites/default/ files/pdf/CSI_Online%20luxury%20fashion.pdf 10/01/2016) ! MICHAELS, A., 2005. FT.com site : Luxury goods industry: Strong sales as optimism increases. FT.com, , pp. 1 !
ARTICLES & WEBSITES Moss, R, (2015), ‘‘Gang Rape’ Dolce & Gabbana Advert Brings yet more Controversy for Brand After ‘Synthetic’ IVF comments’, Huffington Post (Accessed at http://www.huffingtonpost.co.uk/2015/03/18/dolce-and-gabbana0gang-rape-advert_n_6893044.html 15/01/2016) ! ! Narasaki, R., (2015), ‘Dolce & Gabbana Fall/Winter 2016 Campaign Celebrates Family, Fashion, and Delicious Spagetti’, Bustle, (Accessed at http:// www.bustle.com/articles/92945-dolce-gabbana-fallwinter-2016-campaign-celebrates-family-fashion-and-delicious-spaghetti, 10/01/2016) ! Reference for business (1), ‘Christian Dior S.A. - Company Profile, Information, Business Description, History, Background Information on Christian Dior S.A.’ (accessed at http://www.referenceforbusiness.com/history2/41/Christian-Dior-S-A.html 09/01/2016) Reference for business (2), ‘Dolce & Gabbana SpA - Company Profile, Information, Business Description, History, Background Information on Dolce & Gabbana SpA’, (accessed at http://www.referenceforbusiness.com/history2/58/Dolce-Gabbana-SpA.html, 09/01/2016) Retail Design Blog, (2014), ‘Dolce and Gabbana store- Milan - Italy, (accessed at http://retaildesignblog.net/2014/07/22/dolce-gabbana-store-milan-italy/, 11/01/2016) ! Satherley, J., (2010), ‘Dolce and Gabbana throw a star-studded party to celebrate Naomi Campbell's 25 years in fashion’, Mail Online, (accessed at http:// www.dailymail.co.uk/tvshowbiz/article-1314175/Naomi-Campbell-celebrates-25-fashion-years-Dolce-Gabbana-bash.html) ! Scammel, R., Rawlinson, K., & Halliday, J., (2015) ‘Elton John and leading LGBT groups call for Dolce & Gabbana boycott’, The Guardian, (accessed by www.theguardian.com 12/01/16 ! Scrivener, E., 2015, ‘Top 7 facts about Dolce & Gabbana’, Global Blue, (accessed at http://www.globalblue.com/destinations/italy/milan/top-7-facts-on-dolce- gabbana/ 11/01/2016) ! Sowray, B., (2012), ‘Christian dior’, Vogue, (accessed at http://www.vogue.co.uk/spy/biographies/christian-dior, 10/01/2016) ! ! ! Statista, (2015) ‘Statistics and facts on the global luxury goods industry’, Statista, (accessed at http://www.statista.com/topics/1110/global-luxury-goods- industry/, 10/01/2016) !
ARTICLES & WEBSITES Success Stories, (N.D), ‘Dolce & Gabbana Success Story’, Accessed at http://successstory.com/companies/dolce-and-gabbana (20/11/2015) ! Tsjeng, z., (2015), ‘Dior goes upside-down for ss15 campaign with Julia Nobis’, Dazed, Accessed at http://www.dazeddigital.com/fashion/article/23091/1/ dior-goes-upside-down-for-ss15-campaign-with-julia-nobis, 18/01/2016) ! Wang, L., (2013), ‘Luxury Sales to Exceed $318 Billion, Driven by Emerging Markets and ‘Affordable Luxury’’, Business of Fashion, (accessed at http:// www.businessoffashion.com/articles/bof-exclusive/euromonitor-coach-michael-kors-louis-vuitton-versace-fflur-roberts 11/01/2016) ! Ward, V., (2015), ‘ Sir Elton John boycotts Dolce & Gabbana after row over same-sex families’, The telegraph, (Accessed at http://www.telegraph.co.uk/ news/celebritynews/11473198/Sir-Elton-John-calls-for-Dolce-and-Gabbana-boycott-after-row-over-same-sex-families.html 15/01/2016) ! Wischhover, C., (2011), ‘Breaking: Dolce & Gabbana Killing it’s D&G line’, Fashionista, (Accessed at http://fashionista.com/2011/09/breaking-dolce- gabbana-killing-its-dg-line 12/01/2016) ! ! Yotka, S., (2016), ‘Dolce & Gabbana’s Embellished Hijabs and Abayas Are Great News for Muslim Women—When Will Other Brands Follow Suit?’, Vogue, (accessed at www.vogue.com 12/01/2016) ! ! ! ! ! ! ! ! ! ! ! !

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Dolce and Gabbana Presentation

  • 1.
    DOLCE & GABBANAPRESENTATION | HISTORY | LUXURY FASHION INDUSTRY | DOLCE & GABBANA BRAND | COMPETITION | MARKETING MIX | PROMOTIONAL STRATEGY | PR | SWOT ANALYSIS | RECOMMENDATIONS BY JENNY HAM
  • 2.
    HISTORY / HISTORY/ HISTORY / HISTORY / HISTORY | STEFANO GABBANA WAS BORN IN MILAN | ! | DOMENICO DOLCE WAS BORN IN SICILY | ! | DOMENICO’S FATHER WAS A TAILOR & MOTHER SOLD FABRICS & APPAREL | ! ! ! ! | DOLCE & GABBANA WORKED AS ASSISTANTS FOR THE SAME FASHION HOUSE, ‘GIORGIO CORREGGIARI’ | ! |THEY BECAME A COUPLE, CREATED THE BRAND ‘DOLCE & GABBANA’, IN 1985 THEY PRODUCED THEIR FIRST FASHION COLLECTION, ‘ REAL WOMEN’ |
  • 3.
    FACTS / FACTS/ FACTS / FACTS / FACTS / FACTS / FIRST COLLECTION IN 1986 / ‘REAL WOMEN’ / WORTH £1.6 BILLION EACH / RELEASED MENS- WEAR LINE IN 1990 / O P E N E D F I R S T B O U T I Q U E I N TOKYO IN 1989, MILAN, 1990, HONG KONG, 1991 / LAUNCHED FIRST FRAGRANCE 1992 / / IN 1996, FOR THEIR TENTH ANNIVERSARY, THEY PUBLISHED TEN Y E A R S O F D O L C E & GABBANA / INTRODUCED LINGERIE AND BEACHWEAR, 1989 / I N 1 9 9 6 T H E Y RECORDED THEIR OWN SINGLE / GABBANA WAS BORN IN MILAN AND TRAINED AS A GRAPHIC DESIGNER
  • 4.
    LUXURY FASHION /LUXURY FASHION / LUXURY FASHION •Luxury retailers generally sell goods they have manufactured themselves ! •Luxury retailers are the most prolific of the internationalising retailers ! •Luxury retailers normally use a direct investment method when entering a foreign market ! •The flagship store, is used as the primary investment tool for entry into a foreign market •The flagship store is used to demonstrate the brand identity, and give the consumer a luxury experience ! •The financial investment made in luxury flagship stores is significantly higher than those of other retailers ! •The selection of a prominant geographical location is important, allowing the consumer to purchase the best quality goods in the best environment, showcasing the brands position ! Nobbs et al, (2012)
  • 5.
    LUXURY FASHION /LUXURY FASHION / LUXURY FASHION •The Luxury goods industry includes fine wine and fine dining, fashion, cars, fragrances, jewelry, handbags and luggage, and boats and yacht ! •In 2013 Luxury goods sales exceeded $318 billion worldwide ! •In 2015 the US is the leading luxury goods market with an estimated value of £60 billion, the UK is 6th with an estimated value of £12 billion, with France and Italy just ahead in 4th and 5th place. •The women's online luxury fashion market is predicted to grow from a current 3% of the total market to 17% by 2018 ! •In the UK particularly, consumers will normally go online to search/ view and/or purchase luxury fashion items ! •According to the McKinsey & Company consumer survey, nearly half of luxury goods buying decisions are already influenced by what consumers hear or see online !Ecommercenews, (2015); McKinsey & Comapny, (2015); Statista, (2015)
  • 6.
    BRAND / BRAND/ BRAND BRAND / BRAND / BRAND ‘D&G Dolce&Gabbana is the metropolitan glamour: an eclectic and contemporary brand, the expression of a changing world. It is a style without borders, which freely interprets the various influences of its own era, to become a unique and instantly recognisable lifestyle.’ Sicilian, Mediterranean, Romantic, ‘Strong Woman’, ‘Confident Man’, ‘Family’ are what makes up the brand identity.
  • 7.
    BRAND / BRAND/ BRAND BRAND / BRAND / BRAND /1998 the Sicily line was a turning point, Gabbana persuaded Dolce to go back to his Sicilian roots, from then on, Sicilian themes were the heart of the brand. (Blanchard, 2015) ! /Very distinct style design: Authentic vs. unconventional, Modern Classisim vs. Mediterranean flavor. ! /Complete creative freedom over the brand ! /Official ‘Brand Values’ are: Contrast & Harmony, Respect for People, Creativity, Integrity and Business Ethics, Honesty, and respect for the environment
  • 8.
  • 9.
    COMPETITION / COMPETITION/ COMPETITION D I O R ( C H R I S T I A N DIOR) •French Design ! •Rich History ! •Christian Dior house founded in 1946 ! •Re-established Paris a s t h e i n n o v a t i v e fashion capital it was before WW11 ! •1 9 4 8 e s t a b l i s h e d luxury ready-to-wear boutiques in new york, & l a u n c h e d D i o r fragrances. ! •1 9 4 9 a r r a n g e d licensed production of his designs, and began designing accessories to complete the ‘DIOR look’. •In 1996 British designer John Galliano was appointed head of the company, due to his ‘extraordinary mixture of romanticism, feminism, and modernity that symbolizes Mr. Dior.’ ! •In 2013 Dior achieved $41.6 billion in revenue, profits of $8 billion ! •Concentrate more on ready-to-wear than couture ! •3 stores in Milan
  • 11.
  • 14.
    /Luxury brands arein some ways a marker, creating a form social stratification. Any body is free to buy the luxury products, within the limits of their financial means. This is linked in many ways to our social classes; ! ‘A luxury item that extraordinary people would consider ordinary, is at the same time an extraordinary item to ordinary people.’ (Kapferer, Bastien, 2012, pp,18) ! Therefore, luxury is the desire to belong to a superior class, adopting a superior lifestyle and appearing a ‘success’. This is how many luxury brands, including dolce & gabbana have so successfully branded themselves as a lifestyle brand. ! /Dolce & Gabbana: Target Audience: Men & Women aged between 20-30, High social status, fashion brave, high income earners, 10,076,914 followers on Facebook, 3.76 million followers on twitter ! /Dior: Target market: Men & Women 25-over, high social status, good taste, high income, educated. 11,695,092 followers on facebook, 1,929,207 followers on twitter, digital magazine. DEMOGRAPHICS / DEMOGRAPHICS / DEMOGRAPHICS
  • 15.
    VISUAL MERCAHNDISING &STORE DESIGN Dior, Paris 2014 Dior, New York, 2014 Dolce & Gabbana, Paris, 2015
  • 16.
  • 17.
    STORE DESIGN /MERCHANDISING MILAN SHOP DESIGN / MENS- WEAR ! / Up-Market area of Milan ! /First Atelier for bespoke mens clothes ! / Lavish building with Sicilian garden & courtyard ! / Five different types of marble ! / One off pieces of furniture ! / Expert tailors on hand to fit clothes, and advise customers ! / Luxury shopping experience ! / Lavish yet homely
  • 18.
    Marketing Mix /Marketing Mix / Marketing Mix
  • 19.
    Marketing Mix /Marketing Mix / Marketing Mix DRESS WITH FULL SKIRT IN PRINTED ORGANZA £ 1,700.00 LONG-SLEEVED TOP IN PRINTED SILK £ 595.00 SUIT IN COLOURED WOOL CLOTH £ 1,650.00 PRICE / Exclusivity & Desirability of Product / Indicator of Brands Positioning / Luxury customer less ‘price-sensitive’ / Luxury pricing objective is profitability & return on investment /
  • 20.
    Marketing Mix /Marketing Mix / Marketing Mix (Okonkwo, 2007) The Extended Strategic Pricing Model /The Extended Strategic Pricing Model indicates a high, medium and low level of measurement in pricing vs. product quality. ! /Some Luxury brands show a gravitation towards medium- price ranges from premium ! /Key objectives for deciding price also include the target d e m o g r a p h i c , a n d t h e competitors price stance, and demand
  • 21.
    Marketing Mix /Marketing Mix / Marketing Mix PRODUCT / A Wide range of products, for Men, Women & Children: Clothes, Handbags, Sun-glasses, Shoes, Under-wear, Beach-Wear, Perfume, Make-up, Books, Watches, Jewelry, Hi-Tech Accessories ! / Dolce & Gabbana design matching products enhancing the whole look and lifestyle ! /Luxury Products have a strong emphasis on the whole brand, luxury products feature the Brand Logo, innovative/creative/appealing designs and packaging, high quality material, high quality craftsmanship and rapid design turnover
  • 22.
    Marketing Mix /Marketing Mix / Marketing Mix This year Dolce & Gabbana is producing a collection of hijabs & abayas targeted to Muslim customers in the Middle East, this is an example of design progression and celebration of different cultures & religion.The designs cater to the Islamic requirements of loose fitted clothing, featuring flowing dresses, long lacey sleeves & embroidered headscarves, it is a brave and positive move considering the current rising religious tensions and could be perceived as a political statement. It is also a positive factor for revenue, Muslim shoppers spent $266 billion on clothing & footwear in 2013, and are expected to spend $484 billion by 2019. (Yotka, 2016; Haris, 2016)
  • 23.
    / A diffusionline (also known as a bridge line) is a secondary line of merchandise created by a high-end fashion house or fashion designer that retails at lower prices. These ranges are separate from a fashion house's "signatureline", or principal artistic line, that typically retail at much higher prices. ! / Dolce & Gabbana began their diffusion line, ‘D&G’ in 1994, the collection explored less formal designs, and famously produced many bold animal print lines, and metallic designs. The diffusion line was priced lower than their high-end main- line collections, and although it was successful, Dolce & Gabbana merged ‘D&G’ with the main Dolce & Gabbana brand, to further strengthen it. The two lines became to similar and consumers began to confuse the diffusion line with the high-end luxury brand, dampening their association with luxury. ! Marketing Mix / Marketing Mix / Marketing Mix
  • 24.
    Marketing Mix /Marketing Mix / Marketing Mix PLACE / Within the marketing mix, the process of moving products from the producer to the user is called place, (how the product is bought and where it is bought), the movement can include distributors, wholesalers, retailers and the internet. It focuses on where the business is located, where the target market is located, how to connect the two, how/where to store goods and how to eventually transport them. / Dolce & Gabbana have stores in 40 countries, including Thailand, Ukraine, Brazil, France, China & Singapore, with 29 stores in the US ! /In the 1990’s they began a restructure in attempt to become a vertically integrated company, they were successful in this by the year 2000, vertical integration can encourage specific investment and can reduce hold-up problems when markets are imperfect (Acemoglu et al, 2009), Dolce & Gabbana began by having their own production capacity, then they took over the manufacturing of their formally licensed goods, (scarves, ties, lingerie). After this they entered the Chinese market, as well as opening new flagship stores, they began to buy out their franchisers, including 20 stores from their Japanese partners.
  • 25.
    Marketing Mix /Marketing Mix / Marketing Mix PROMOTION / To present the product to the targeted consumers, whilst increasing demand and differentiating the product and brand identity. ! / Advertising, Public Relations, Personal Selling, Direct Marketing, & Sales Promotion can all be used to achieve the last objectives, using a promotional mix. ! /Communicating the luxury brand values can be complex, the appeal of luxury is to posses an exclusive product, so the promotion of the luxury brand/product needs to retain a degree of rarity and specialness. ! /There are many ways Luxury Brands have adopted a strategy suitable to the brand identity and values, eg. celebrity endorsement, targeting the ‘wealthy’ and the ‘young’ who may be members of exclusive clubs, entry products and premium products and creating the ‘lifestyle brand’. (Hines, T., Bruce, M., 2007)
  • 26.
    MARKETING / STRATEGY/ MARKETING / STRATEGY DIGITAL STRATEGY /Dolce & Gabbana have begun a new promotional/marketing strategy via digital channels, with the aim being that consumers may enter their digital ‘world’ in one place. ! /Via Facebook, Dolce & Gabbana offer links to their mobile apps, other social media pages, ecommerce site and blog in one tab. ! /This strategy connects every medium/channel, split into three sections, the tab includes the web pages, the social media networks and mobile. ! / The Dolce & Gabbana official website is not the online store (unlike high-street fashion brands, the official website includes links to: ! ! /On the website they also offer the Dolce & Gabbana iTunes podcasts, the social media section offers a vast option, including: Facebook, Twitter, Instagram, You-Tube, Pinterest, Plus-Google, Tumblr, Linked-In, Weibo, Youku, VK, and the dolce&gabbana live journal. ! /They also run a blog, ‘Swide’ they use this as their channel to break corporate news, content about branded parties, fashion shows, brand ambassadors and news. ! ! ! ! (Lamb, R., 2011)
  • 27.
    / The officialwebsite promotes the FALL/ WINTER 2016 men’s fashion show and collection, ‘Old Wild Sicilian West’, using words like ‘invite’ and ‘discover’. This is also supported by a you- tube video of the fashion show and catwalk at the very top of the page. Women & Mens 2016 summer collection is just below./ The #DGFamily campaign, offering the interactive experience and emersion into the brand values / The top Tab on the official website is the first thing that you see, each tab takes you to everything about that subject As well as on the top tab, the website emphasises the online store with visual links, they also do this for the perfumes.
  • 28.
    SWIDE BLOG/ TheDolce & Gabbana Blog offers news on celebrities, advice on italian and spanish food & travel, style & fashion, beauty and much more. ! / It contain videos of ‘behind the scenes’, from fashion shows and catwalks to campaigns. And acts as a back catalog for old campaigns and collections. ! /It offers interviews with celebrities or important people involved within their company, and they promote their ‘most read posts’, ‘must see videos’ and their blog newsletter.
  • 29.
    #DGFamily CAMPAIGN /#DGFamily CAMPAIGN /Dolce and Gabbana’s last few advertising campaigns have been intensely focused on traditional italian families, casting grandmas in their spring 2015 campaign, and dedicating their winter 2015 runway show to mothers. ! /The 2015 Winter ad camapign shows men and women of multiple ages, pregnant women and babies, shot in a ‘family portrait’ ‘behind the scenes’ way, using famous models that appear regularly in other ad campaigns (including Ashleigh Good, Vittoria Ceretti, Esmerelda Seay Reynolds, Tami Williams and Sora Choi). ! / The campaign was Shot by Domenico Dolce, with Stefano Gabbana’s art direction, again reminding consumers that they are the brand, and their personal core values are the same as the ‘brands’, it is now engrained that ‘sicily’ and ‘family’ and ‘Mediterranean design’ are the brands values and identity.
  • 30.
    WINTER 2016 |AD CAMPAIGN
  • 31.
    / The 2016family focused Winter ad campaign became interactive when Dolce & Gabbana introduced #DGFamily, the concept supports the campaign, by asking people to upload their family portraits to the gallery, stretching the campaign message to a personal message, an emotional and personal touch.
  • 32.
    CELEBRITY ENDORSEMENT /CELEBRITY ENDORSEMENT /In advertising, it is common that a product or brand be associated with a celebrity, normally over a long period of time. ! /Research suggests that this technique has a big impact on the audiences attention, recall, evaluations and purchase intentions, thus creating positive association and brand knowledge. ! /The use of celebrities in ads has increased to around 25% of all ads in the UK & US during 1979-1997. ! /Celebrity endorsement can have a huge positive impact on a brands credibility, if they already possess a positive public reputation especially. ! (Hsu, & McDonald, 2002; Carroll, 2009; Spry et al, 2011). /Dolce & Gabbana have always and regularly use celebrities/public figures/ f a m o u s m o d e l s w i t h i n t h e i r advertisement: / Madonna (singer) / Matthew McConaughey (actor) / Scarlett Johansson (actress) / Kate Moss (model) / Naomi Campbell (model) / Monica Bellucci (actress) / Felicity Jones (actress) / Josè Maria Manzanares (Bull-Fighter) ! / Many more celebrities are fequently seen wearing Dolce & Gabbana / attending parties / fashion shows, eg. Anne Hathaway, Britney Spears, Daniel Craig, Emma Roberts, Eva Mendes, Flo Rider, Katy Perry, Keira Knightly, Kylie Minogue, Robert Pattinson, Fergie, The Beckhams, to name a few... ! ! !
  • 33.
    CELEBRITY ENDORSEMENT /CELEBRITY ENDORSEMENT Dolce & Gabbana Fall/Winter 1992, Kate Moss and Nadja Auermann Dolce & Gabbana Summer 2011, Naomi Campbell Dolce & Gabbana Spring/ Summer 2010, Madonna / Dolce & Gabbana have particularly long & fruitful relationships with Madonna, Kate Moss and Naomi Campbell. They recently launched a collection of limited edition t-shirts to celebrate Naomi’s 25th anniversary of collaboration with the brand, the t-shirts showed the portrayal of Naomi by some of the greatest contemporary photographers of our time.
  • 34.
    CONTROVERSY / CONTROVERSY/ CONTROVERSY (Scammel et al, 2015) LGBT boycott / Controversial Ad / Tax evasion
  • 35.
    SWOT ANALYSIS •Strong brandvalues •High-end Luxury products •High Quality products •Forward thinking, original •Non-traditional, groundbreaking ads •Good media presence •Strong professional relationships •Many different products/reaching large market •Excellent digital presence •Create new brand extension/diffusion line •Further expansion into growing Asian markets •Join green movement/creating eco-friendly products and packaging •Has not yet joined green movement •Negative appearances within the press/ proffessionalism •No brand extension/diffusion line/more affordable product •Counterfeit products •Competition •Economy/Recessions •Brand identity confusion •Loosing customers due to ‘boycott’ campaigns •Conflict with other prestigious people
  • 36.
    CONTROVERSY / CONTROVERSY/ CONTROVERSY RECOMMENDATIONS / Negative media attention: Avoid causing offense to people, to avoid ‘boycotting’ protests that could harmfully affect the brand identity. ! / Further expansion into Asian market: Continue growth into newly successful Asian Markets. ! / Consider brand extensions: Consider brand extention or new diffusion line to cater for lower-income customers, avoid exclusion of large social groups, and reinforce brand identity. ! / Take environmental stance: Beneficial to the company identity and the environment. Cutting down on emissions can cut down on costs.
  • 37.
    BIBLIOGRAPHY ! Acemoglu, D., Johnson,S., & Mitton, T.. (2009). Determinants of Vertical Integration: Financial Development and Contracting Costs. The Journal of Finance, Vol. 64, Iss. 3, pp. 1251–1290. Brown, S., (1993), ‘Retail location theory: evolution and evaluation’, The International Review of Retail, Distribution and Consumer Research, Vol. 3, Iss. 2. ! Carroll, A 2009, 'Brand communications in fashion categories using celebrity endorsement', Journal Of Brand Management, 17, 2, pp. 146-158. ! Derry Law, Christina Wong, Joanne Yip, (2012) "How does visual merchandising affect consumer affective response?: An intimate apparel experience", European Journal of Marketing, Vol. 46 Iss: 1/2, pp.112 - 133 ! García, M, Pelegrín, B, & Fernández, P 2011, 'Location strategy for a firm under competitive delivered prices', Annals Of Regional Science, Vol. 47, Iss. 1, pp. 1-23. ! Håkan Håkansson, Alexandra Waluszewski, (2005) "Developing a new understanding of markets: reinterpreting the 4Ps", Journal of Business & Industrial Marketing, Vol. 20 Iss: 3, pp.110 - 117 ! Hines, T., & Bruce, M., (2007), ‘Fashion Marketing: contemporary issues’, 2nd edition, Published by Elsevier Ltd. ! Hsu, C.K., & McDonald, D., (2002), ‘An examination on multiple celebrity endorsers in advertising’, Journal of Product & Brand Management, Vol. 11, Iss. 1, pp. 19-29 ! Kapferer, J.N., Bastien, V., (2012). ‘The Luxury Strategy’, Published by Kogan Page Limited, pp.18 ! Marie-Cécile Cervellon Rachael Coudriet , (2013),"Brand social power in luxury retail", International Journal of Retail & Distribution Management, Vol. 41 Iss. 11/12, pp. 869 - 884 ! Moore, C. M., Doherty, A. M., & Doyle, S. A., (2010),‘Flagship stores as a market entry method: the perspective of luxury fashion retailing’, European Journal of Marketing, Vol. 44, Iss, 1/2, pp.139-161 !
  • 38.
    BIBLIOGRAPHY Nobbs, K., Moore,C. M., Sheridan, M., (2012) "The flagship format within the luxury fashion market", International Journal of Retail & Distribution Management, Vol. 40 Iss: 12, pp.920 - 934 ! Okonkwo, U., (2007), ‘Luxury Fashion Branding: Trends, Tactics, Techniques’, Published by Palgrave Macmillan ! Philipp Nikolaus Kluge , Martin Fassnacht , (2015) "Selling luxury goods online: effects of online accessibility and price display", International Journal of Retail & Distribution Management, Vol. 43 Iss: 10/11, pp.1065 - 1082 ! Spry, A., Pappu, R., Cornwell, T. B., (2011), ‘Celebrity endorsement, brand credibility and brand equity’, European Journal of Marketing, Vol, 45, Iss.6, pp. 882-909 ! Thomas, D., (2007), ‘Deluxe: How luxury lost it’s lustre’, Published by The Penguin Group ! Tungate, M., (2012), ‘Fashion brands: branding style from Armani to Zara’, 3rd Edition, Published by Kogan Page. ! Yeoman, I, & McMahon-Beattie, U 2006, 'Luxury markets and premium pricing', Journal Of Revenue & Pricing Management, Vol. 4, Iss. 4, pp. 319-328. ! ARTICLES & WEBSITES Adams, C., (2015), ‘Dolce & Gabbana sparks controversy again with new ad campaign that glamorizes gang rape’, Inquisitor, (accessed at http:// www.inquisitr.com/1938952/dolce-gabbana-sparks-controversy-again-for-new-ad-that-glamorizes-gang-rape/, 15/01/2016) ! Anonymous, (2014), ‘Dior Announces Annual Revenue, Growth in Couture’, The Fashion Law, (accessed at http://www.thefashionlaw.com/archive/dior- announces-annual-revenue-growth-in-couture 09/01/2016) Arnold, R., (2002), ‘Dolce & Gabbana’, Encyclopedia (accessed at http://www.encyclopedia.com/doc/1G2-3401400123.html 11/012016) Blanchard, T., (2015), ‘Dolce & Gabbana discuss the importance of family’, The Telegraph. (accessed at http://www.telegraph.co.uk/fashion/brands/central- saint-martins-welcomes-dolce-gabbana/ 11/01/2016)
  • 39.
    ARTICLES & WEBSITES Daneshkhu,S. (2009). Luxury goods industry on track for recovery. FT.Com,Retrieved from http://search.proquest.com.ezproxy.brighton.ac.uk/docview/ 229238174?accountid=9727 ! Design Scene, (2014), ‘Dolce & Gabbana Spring Summer 2015 Womenswear Campaign’, (Accessed at http://www.designscene.net/2014/12/dolce- gabbana-spring-summer-2015-womenswear-campaign.html, 20/12/2015) ! Dior Mag, (2015), accessed at www.dior.com/diormag/en_gb, 12/01/2016 ! Dolce & Gabbana, http://www.dolcegabbana.com/dgfamily/the-project E-commerce news, (2015), ‘Online Luxury Fashion Sales: $10.9 billion in 2018’, (accessed at http://ecommercenews.eu/online-luxury-fashion-sales- e10-9bn-in-2018/ Fashion Gone Rogue, (2016), ‘Dolce & Gabbana Celebrates the Italian Life with Spring 2016 Ads’, (Accessed at http://www.fashiongonerogue.com/dolce- gabbana-spring-2016-campaign/ 12/01/2016) ! France-Presse, (2014), ‘Italian Court Overturns Dolce and Gabbana Tax Convictions’, The Guardian, (accessed by www.theguardian.com 12/01/16 ! Haris, R., (2016), ‘D&G’s hijab range is aimed at people like me - so why do i feel excluded?’, The Guardian, (accessed at www.theguardian.com, 12/01/2016 ! Lamb, R., (2011), ‘Dolce & Gabbana configures entire digital strategy on Facebook tab’, Luxury Daily, (accessed at http://www.luxurydaily.com/dolce- gabbana-configures-entire-digital-strategy-on-facebook-tab/, 08/01/2016) ! Mau, D., (2015), ‘Dolce & Gabbana’s fall campaign is all aboutfamily and selfies’, Fashionista, (accessed at http://fashionista.com/2015/06/dolce-gabbana- fall-2015-campaign, 11/01/2016) ! McKinsey and Company, (2015) ‘The Opportunity inOnline Luxury fashion Sales’ (Accessed at http://www.mckinseyonmarketingandsales.com/sites/default/ files/pdf/CSI_Online%20luxury%20fashion.pdf 10/01/2016) ! MICHAELS, A., 2005. FT.com site : Luxury goods industry: Strong sales as optimism increases. FT.com, , pp. 1 !
  • 40.
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