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Tesina dolce&gabbana
- 1. Luxury brands: DOLCE &GABBANA
- 2. 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.
- 3. Domenico Dolce andStefano 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
- 4. HOW TO REACHTHE LEADERSHIP???
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- 6. A brandbrand isa 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.
- 7. 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
- 8. D&G brand isirony. Is a fashion label inspired by the street contemporary music for a no- conventional personal style. It means freedom
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- 10. QUALITY A luxury brandlike 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.
- 11. D&G TARGET MARKET D&Gtarget market includes people from 15 to 25, who are innovators, trendsetters and everyone who enjoys freedom and irony in fashion.
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- 13. DOLCE&GABBANA TARGET MARKET ThewomanThe 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
- 14. The manThe man Heis a little hedonistic, free, successful and he pays attention to details. He lays down the rules imposing his personality
- 15. D&G JUNIOR TARGETMARKET 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.
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- 17. Dolce&Gabbana group consistsof employees, production italian facilities, stores and factory outlets. International market operations are conducted by the New York and Tokyo subsidiaries 239 2 2 8 3 1 1
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- 19. Advertising is anattempt to get the message to the people at the 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 right right right
- 20. ENDORSEMENT D&G communication isbased on endorsement strategy They wear football players (Italy team)
- 21. They dress rockstars (Madonna,Elthon Jhon, Jennifer Lopez)
- 22. They dress actresses (MonicaBellucci; Nicole Kidman, Angelina Jolie)
- 23. They dress televisionstars (Simona Ventura, presenter of Sanremo)
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