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 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
6. A brandbrand 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.
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 is irony. Is a fashion label inspired
by the street contemporary music for a no-
conventional personal style.
It means freedom
10. QUALITY
A luxury brand like 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&G target market includes people from
15 to 25, who are innovators,
trendsetters and everyone who
enjoys freedom and irony in fashion.
13. DOLCE&GABBANA TARGET MARKET
The womanThe 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
He is a little
hedonistic, free,
successful and
he pays attention
to details.
He lays down the
rules imposing
his personality
15. 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.
17. Dolce&Gabbana group consists of
employees, production italian
facilities, stores and factory
outlets. International market
operations are conducted by
the New York and
Tokyo subsidiaries
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19. Advertising is an attempt 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
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