Global Marketing Project on DOLCE&GABBANA

Submitted by: Sidra Masroor

PRE-INTERNATIONALIZATION
History Stefano Gabbana was born on 14 November 1962, in Venice, Italy. Domencio Dolce was born on 13 September 1958, in a small village in Sicily. Dolce studied fashion design in Sicily and gained experience in his parents businesses. Gabbana, however, studied graphic design and gained some work experience in fashion, as an assistant in an atelier in Milan, where they paired in 1980. By July 1982, they had started their first fashion consulting studio and, in 1985, they showed their first womens collection in Milan, winning national acclaim. The collection was mainly homemade, and consisted of instructed designs and complicated systems of fastenings. Inspirational figures for the collection included Italian actresses Sophia Loren and Anna Magnani. Later signature designs would include corset dresses, gangster pinstripes and sexy black suits. However, it was a visit to Sicily at the end of the 1980s which was instrumental in emphasising their celebration of the curvaceous female form. The designing duo next tried their luck in Japan and signed signed an agreement with the Kashiyama group group. In 1989, they opened their first boutique in Japan, and two years later they were presenting their first mens collection. They have also recently renovated one of their properties on the French Riviera Dolce and Gabbana are now fundamentally known for wanting to make women look fantastically sexy. Many of their designs are adapted from the feminist-era, before being glamorized and modernised.They describe their style as sweet and sharp and New Millennium cool. They were once quoted as saying they are mostly concerned with creating the best, most flattering clothes and sparkling trends. D&G began achieving long awaited awards in the 1990s and, in 1991; they were awarded the Wollmark Award and Best Fragrance of the Year in 1993. By the end of the 1990s, it was reported that their sales were around $500 million per year. They have now become one of the worlds most successful ready-to-wear companies and are considered Hollywoods number one choice of designer. The couple currently resides in a 19th Century mini-villa in Milan, with an apartment next door. Over the years many other activities were added to the creation of the collections, initially born out of sheer passion and then becoming the embodiment of the Dolce&Gabbana universe today. This gave rise to the prestigious publications, the cultural and social events at the Metropol space in Milan, the initiatives on the web via the official site and the blogazine Swide.com up to ventures in the world of lifestyle with the Martini Bar and the Gold restaurant.

FIRST INITIAL ENTRY

The pair Dolce & Steffano met in 1980 when they were assistants at an atelier in Milan,Italy. They started their partnership in 1982, although they still d i d freelance designing for other companies until they had officially started their own company. Fame and fortune, however, did not come immediately to the pair. They struggled to come to the attention of the fashion scene. The unconventional approach stirred enough buzz to land them a spotin Milan's1984 fashion week." They made their real world debut at the "NewTalent" fashion shows at the Milan collections in October of 1985. They received such acclaim that they launched the Dolce& Gabbana women's collection the very next year, in March of 1986. Not long after, in 1989 they opened their first boutique in Japan. To date, the brand is present in 40 countries worldwide with a network of 251 mono-brand stores. The continuous development and consolidation of the Group at global level are ensured by coordinated management of the distribution. Dolce and Gabbana are arguably the most powerful and influential designers of our time. Their clients include some of the best dressed people in the world, such as the Beckhams, Madonna and Sophia Loren. Domestic Duration The time period the D&G spent in domestic market is & years. They started their business in 1982 & made first initial entry in Japan in April 1989 and after that in the same year in yhe month of September they also opened their outlet in NewYork, USA.

D&G and Enviromental Forces As, we know that D&G was established in 1982 and they had their first initial entry in Japan in 1989. At that time world had been starting to globalize because of the ever faster communication, technological advancements and financial flows. That is the reason why the company took very little time to get international company title, as we have studied earlier that GUCCI who is the market leader in the accessories industry worked for 32 years in its domestic market before launching its products in international market.