Dolce & Gabbana is an Italian luxury industry fashion house. Towards the end of the 1990s their sales were around 500 million dollars and in 2003 alone their revenue reached 633.2 million dollars!

1. Luxury brands:
DOLCE & GABBANA

2. BA
E&GAB
DOLC
NA
HISTORY
LEADERSHIP
(UNIT 12)
BRAND
(UNIT 1 )
HOW TO REACH IT?
QUALITY
(UNIT 10)
ORGANISATION
(UNIT 3)
ADVERTISING
(UNIT 6)
BUSINESS
NICHES
(E-WORLD)

3. 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.

4. 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

5. HOW TO REACH THE
LEADERSHIP???

6. BRAND…

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

8. MULTIPLE BRAND
Dolce & Gabbana company adopt a multiple
brands policy to reach every business
niche with a particular marketing strategy.
It owns two brands:
 Dolce&Gabbana
 D&G

9. 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

10. D&G brand is irony. Is a fashion label inspired
by the street contemporary music for a noconventional personal style.
It means freedom

11. QUALITY…

12. 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.

13. 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.
d’Arno

14. 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.

15. 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.

16. Target market structure
MEN
35%
WOMEN
65%

17. 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

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

19. 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.

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

21. ORGANISATION…

22. Dolce&Gabbana group consists of
239 employees, 2 production italian
2
facilities, 8 stores and 1 factory
3
1
outlets. International market
operations are conducted by
the New York and
Tokyo subsidiaries

23. ADVERTISING…

24. 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

25. ENDORSEMENT
D&G communication is based on endorsement strategy
They wear football
players
(Italy team)

26. They dress rockstars
(Madonna, Elthon Jhon,
Jennifer Lopez)

27. They dress actresses
(Monica Bellucci; Nicole
Kidman, Angelina Jolie)

28. They dress television stars
(Simona Ventura, presenter of
Sanremo)

29. 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:

30. …watches

31. …Mobile
phones

32. …knitwear and sunglasses

33. …Perfumes

34. ...cars

35. THE END