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Dolce and Gabbana
Transcript of Dolce and Gabbana
Sarah Leffew, Caitlin Inwood Dolce and Gabbana History of Dolce and Gabbana Target Consumer Group Designer Logo Black and White is powerful and instills confidence in the customer. The simple design makes a statement of luxury and class for the brand. Brand Concept Dolce and Gabbana exudes luxury and authenticity. It's roots lie in it's Mediterranean heritage, providing an air of elegance mixed with unique Italian elements. D & G's contrasting prints and colors are legendary, contemporary, and glamorous. Dolce and Gabbana's Seasonal Concept Product Labels Hang-tags Store Display Advertising Media Sicilian Inspiration
Sicily is the homeland of Dolce and Gabbana's inspiration for the Spring/Summer 2013 fashion show collection. From marionettes called Pupi to majolica plates, the folkloristic elements of Sicily have been translated into fashion Colors/ Fabrics Style/ Silhouette Competitors 1. Versace Brand Positioning Maps Target Market: People who dress with style and individuality. High income
class, men and women all over the
world. Brand Concept: Strong fashion content, Contemporary,
Sexy, Avoiding ostentation. Indisputable quality, 2. Prada Target Market: International customer, Modern, Stylistically innovative. High income social status, men and women, travelers, culturally educated. Brand Concept: Best of Italian culture and tradition, Sophisticated style, Uncompromising quality 3. Gucci Target Market: Brand Concept: Exclusivity, quality, made
in Italy, Italian Craftsman-
ship, fashion authority Celebrity, upper class, men, women, and children Brand Position: Modernity and heritage, innovation and craftsmanship, trendsetting and sophistication Price and Quality: Made in Italy
Average $600-$3,500 Price and Quality: One of a kind, high quality and craftsmanship
Average $370-$2,000 4. Chanel Target Market: Brand Concept: Feminine, luxurious, elegance, class, modern, simplistic Upper class status, Middle
aged women, fashionable More Classic Less Classic More
Practical More Conservative Less Conservative Younger
Age Group Older
Age Group Chanel Prada Gucci Versace Chanel Prada Versace Gucci Price and Quality: Average $450-$1,500
Great, signature quality Price and Quality: Average $590-$3,725. Top quality with style and beauty. THE END "Tourism in a Sicilian Village" For the Spring/Summer 3013 Collection, Dolce and Gabbana focused on Sicilian traditional themes in their prints and embroidery featured in their designs. Lots of stripes in varying thickness and colors including multicolor red, brown, yellow, and green, teamed with flowers and Moorish themes as well as more nautical red and white, blue and white, as well as black and white combinations. Fabrics: Burlap, Raffia, Silk, and Wicker A tale of two silhouettes:
Silhouettes are very important in the Dolce and Gabbana Spring/Summer 2013 Collection. A waist enhancing a-line contrasts the classic figure- hugging look. A-line is the new must have silhouette from the Dolce and Gabbana SS13 collection and for the whole season.
The classic Dolce and Gabbana body-con silhouette could not go amiss. Body-Con Silhouette A-Line Silhouette Classic vs. Practical Age vs. Conservative Demographics Males and females ages 20's to 30's, mostly caucasions targeted. Psychographics Value luxury, money, power, image, traveling, formal, timeless, luxurious lifestyle, professional careers, exciting, vibrant, colorful lives. Geographical Region Headquarters in Milan, Italy
40 different countries
Including: Thailand, Ukraine, Brazil, France, China, Singapore
The US has stores in 29 different cities (big upscale cities)
Two locations in Georgia In 1985, Italian designers Domenico Dolce and Stefano Gabbana trademarked their last names and introduced the Dolce&Gabbana brand to the Milan fashion scene. It was not until 1990 that they made their way to New York fashion week for their first American fashion show. Throughout the 90's these two men took over fashion and began opening showrooms across the globe, licensing their collections and creating fragrance lines. The two designers quickly became a house hold name to celebrities like Madonna, Angelina Jolie and Kylie Minogue to name a few. Dolce and Gabbana have always been the creative source of their brands success and still remain in control of all of their production, distribution and licenses. Today they create anything from high end garments, footwear, accessories, eyewear, beauty products and leather goods. Product Categories Billboards, Magazine Ads, Books, Martini Bar, Celebrities, Fashion Shows, 11 forms of Social Media Streamlined, Black and White, Simplistic, High-end, Cultural Influences "Made in Italy" makes it seem more authentic and unique. European sizes are used. Simplistic design gives the brand power and luxury. D & G can do this because they have such a high brand recognition that it doesn't need to rely on elaborate labels to attract customers. Womenswear, Menswear, Children's wear, Handbags, Footwear, Eyewear, Fragrances, Beauty, Underwear/Lingerie, Jeans Domenico Dolce and Stefano Gabbana D&G D&G