Product HierarchyCore Benefit: Luxurious,

Sexy, Fashionable, High-end, High-priced Apparel

Basic Product: Women’s Apparel

Expected Product: Men’s Apparel, D&G Moderate

Priced Apparel, D&G Junior Children’s Apparel

Augmented Product: Fragrances, Jewelry,

Eyewear, Shoes, Handbags, and Gold Restaurant in Milan

Potential Product: Home Décor: including Home, Bed, Bath, and Kitchen

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.

Domenico Dolce and Stefano Gabbana have made a trade markof their surnames which is knownthroughout the world. The key oftheir success is the italian

character and their sensual and unique style add to tailoring talent.

ITALIANSTYLE

HOW TO REACH THE

LEADERSHIP???

BRAND…

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 meansan expensive, status symbol brand.

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

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

D&G brand is irony. Is a fashion label inspired

by the street contemporary music for a no-

conventional personal style.

It means freedom

QUALITY…

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.

QUALITY FOR D&G

Dolce&Gabbana company know how important the origin of the product fortheir consumers is. To ensure an

authenticItalian style their two production

facilities are located in Italy: one in LegnanoLegnano and another in Val d’ArnoVal d’Arno.

CHINESE COMPETITIONItalian textile industry is suffering from low cost chinese goods based on lowcost of labour and increasing production skills. Manufacturers feel threatenedby 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.

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.

Target market structure

MEN35%

WOMEN65%

DOLCE&GABBANA TARGET MARKET

The womanThe womanShe 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

The manThe manHe is a little hedonistic, free, successful and he pays attentionto details.He lays down the rules imposing his personality

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 companiespropose collection similar to dolls dresseslike Bratz and use “little vip” like Lourdes Maria, Madonna’s daughter.

D&G Junior is inspired to D&G brand that wears the family in every day life with style and comfort.

CHICCOCHICCO D&G JUNIORD&G JUNIOR GUCCI BABYGUCCI BABY

MEANSMEANS Spot, advertising campaign, poster

Advertising campaign, poster

Photos of baby vip and gossip

SUBJECTSSUBJECTS Children with their parents

Children with their fashionable parents

Vip

OBJECT OF OBJECT OF ADVERTISING ADVERTISING CAMPAIGNCAMPAIGN

Every day real life Groups of kids with the sight direct to the lens

Glamorous and shopping moments

VALUESVALUESComfort, health, play

Style, irony, brand awareness, be a part of a group

Luxury, brand awareness

ORGANISATION…

Dolce&Gabbana group consists of employees, production italianfacilities, stores and factory outlets. International market operations are conducted by the New York and Tokyo subsidiaries

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ADVERTISING…

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

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ENDORSEMENT

D&G communication is based on endorsement strategy

They wear football players

(Italy team)

They dress rockstars

(Madonna, Elthon Jhon, Jennifer Lopez)

They dress actresses

(Monica Bellucci; Nicole Kidman, Angelina Jolie)

They dress television stars

(Simona Ventura, presenter of Sanremo)

LICENSING and BRAND STRETCHINGThe 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:

…watches

…Mobile phones

…knitwear and sunglasses

…Perfumes

...cars