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DOLCE & GABBANA
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HISTORY
LEADERSHIP
(UNIT 12)
BRAND
(UNIT 1 )
HOW TO REACH IT?
QUALITY BUSINESS
ORGANISATION ADVERTISING
(UNIT 10) NICHES
(UNIT 3) (UNIT 6) (E-WORLD)
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 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 î ALîAN
S LE
M D&G
brand Dolce&Gabbana is t dram.
îts incomparabl appal is du to suprior
sartorial contnt and stylistic originality.
ît is a timlss styl tat combins innovation
wit mditrranan flavour
D&G brand is irony. îs a fasion labl inspird
by t strt contmporary music for a no-
convntional prsonal styl.
ît mans frdom
A luxury brand like Dolce &Gabbana is
QUALî
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 2
and must be
made there to be the best.
QUALITY FOR D&G
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DOLCE&GABBANA ARGE MARKE
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D&G JUNîOR ARGE MARKE
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 vipµ 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.
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Evry day ral lif Groups of kids wit Glamorous and
t sigt dirct to t sopping momnts
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play awarnss, b a part awarnss
of a group
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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
Advertising is an attempt to get the
right message
to the right people at the right 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
ENDORSEMENT