DOLCE &

GABBANA

ABOUT THE BRAND

Dolce & Gabbana is considered as one of the worlds

topmost luxury brand, and was brought into existence in
1985 by two people Domenico Dolce and Stefano Gabbana.
The collaboration of these two designers gave birth to a
brand, which is known all around the globe and is popular
for dressing some of the most popular and best-dressed
people such as Beckham, Madonna and Sophia Loren.

FOUNDERS OF THE BRAND

Stefano Gabbana (14

November 1962) was born in
Venice, Italy and studied
graphic design, he gained
work experience in fashion by
working as an assistant in an
atelier in Milan, where he met
Domencio Dolce (13
September 1958) in 1980.
Domencio Dolce was born in a
small village in Sicily. Dolce
studied fashion design in
Sicily and gained experience
in his parents businesses.
Having met in 1980 and
thereafter in 1982 the pair
started their own fashion-

Dolce & Gabbana are essentially known for

desiring to make women look fantastically sexy.
Many of their designs are adapted from the
feminist-era, before being glamorised and
modernised.
They couple define 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.
The key to the success of this brand lies in the
hands of its founders who combine their italian
character and their sensual and unique style to
excellent tailoring talent and bring alive fresh
influential designs.

THE BRAND

Dolce&Gabbana is the new luxury,

authentic and unconventional. A style that
expresses new forms of elegance, presenting
itself as a modern classicism, based on
superior sartorial content and creativity. The
strong identity of the Dolce&Gabbana brand
has evolved over the years without ever
forgetting its roots. An unmistakable style,
which, season after season, combines strong
innovation with the Mediterranean flavour of
its origins. A brand whose essence lies in its
contrasting features
Dolce & Gabbana

MULTIPLE BRAND POLICY

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

TARGET MARKET AND CUSTOMER

BASE OF THE BRAND

Dolce & Gabbana being a luxury brand obviously focuses on

people with high gross income, who have the ability to spend
on what they like and enjoy the act of shopping. Hence its a
brand meant for the classes and not the masses.
As fashionwindows.com explained, after two decades, the
duo still has their pulse in the twenty-something generation
that had been their target market since they started
However brand loyal customers who have grown using the
brand and now are in their middle ages still show their
loyalty to the brand. The main target customer still remains
people in their 20s. By designing clothes that are created to
last, Dolce & Gabbana continuea to appeal to older
generations, even if their main focus is on younger ones.
All of the ad prints of the brand also show an insight to their
target market ,who are young, innovators, Trendsetters and
everyone who enjoys freedom and irony in fashion.

D&G JUNIOR TARGET

MARKET

In the last years we have seen 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 Brats and
use little VIP like Lourdes Maria,
Madonnas daughter.
D&G Junior is inspired to D&G brand
that wears the brand in every day life
with style and comfort.

MARKETING STRATEGY

The main marketing strategy of Dolce & Gabbana focuses

on broadening of the brand by producing different kind of
goods with the same logo.

ADVERTISING OBJECTIVES

- Originality
- Big Impact
- Revolution

DOLCE & GABBANA WOMEN

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.

DOLCE & GABANA MAN

The man
He is a little hedonistic, free, and successful and he pays
attention to details. He lays down the rules imposing his
personality.

SCOPE

The Brand has huge scope since it caters to men, women

and even children with a wide range of products.
Dolce & Gabbana along with clothes has a wide product
line, including fragrances, watches, cosmetics, jewelry etc.

SWIDE

Swide-Dolce & Gabbanas own magazine describes the

brands universe through digital communication

GLOBAL REACH

Dolce & Gabbana has its presence worldwide, with being

present in 40 different countries and having a huge
network consisting of 251 mono-brand stores. Combining
the strategic vision and having coordinated management of
distribution policies ensure the brands development.

Dolce & Gabbana has its headquarters situated in Milan

and also has its branches New York, Tokyo and Hong Kong.

With specific reference to Greater China, the Hong Kong

branch operates directly in the territory with an even more
widespread presence through its subsidiary located in
Shanghai.

THANK YOU