luxury brand d & g - samta khinda

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Luxury brands: DOLCE & GABBANA Manoni Claudia Sidari Ilaria

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Dolce&Gabbana specializes in expensive luxury items, is influenced more by designers and is more formal and 'timeless', responding to long-term trends rather than seasonal changes.

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Page 1: Luxury Brand D & G - Samta Khinda

Luxury brands: DOLCE & GABBANA

Manoni Claudia

Sidari Ilaria

Page 2: Luxury Brand D & G - Samta Khinda

DOLCE&GABBANA

HOW TO REACH IT?

ADVERTISING(UNIT 6)

QUALITY(UNIT 10)

ORGANISATION(UNIT 3)

BRAND(UNIT 1 )

LEADERSHIP(UNIT 12)

BUSINESS NICHES

(E-WORLD)

HISTORY

Page 3: Luxury Brand D & G - Samta Khinda

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.

Page 4: Luxury Brand D & G - Samta Khinda

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

Page 5: Luxury Brand D & G - Samta Khinda

HOW TO REACH THE

LEADERSHIP???

Page 6: Luxury Brand D & G - Samta Khinda

BRAND…

Page 7: Luxury Brand D & G - Samta Khinda

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.

Page 8: Luxury Brand D & G - Samta Khinda

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

Page 9: Luxury Brand D & G - Samta Khinda

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

Page 10: Luxury Brand D & G - Samta Khinda

D&G brand is irony. Is a fashion label inspired by the street contemporary music for a no-conventional personal style.It means freedom

Page 11: Luxury Brand D & G - Samta Khinda

QUALITY…

Page 12: Luxury Brand D & G - Samta Khinda

QUALITYA 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.

Page 13: Luxury Brand D & G - Samta Khinda

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.

Page 14: Luxury Brand D & G - Samta Khinda

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.

Page 15: Luxury Brand D & G - Samta Khinda

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.

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Target market structure

MEN35%

WOMEN65%

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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

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

Page 19: Luxury Brand D & G - Samta Khinda

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.

Page 20: Luxury Brand D & G - Samta Khinda

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

Page 21: Luxury Brand D & G - Samta Khinda

ORGANISATION…

Page 22: Luxury Brand D & G - Samta Khinda

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

2392

283

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ADVERTISING…

Page 24: Luxury Brand D & G - Samta Khinda

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

rightright

right

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ENDORSEMENT

D&G communication is based on endorsement strategy

They wear football players

(Italy team)

Page 26: Luxury Brand D & G - Samta Khinda

They dress rockstars

(Madonna, Elthon Jhon, Jennifer Lopez)

Page 27: Luxury Brand D & G - Samta Khinda

They dress actresses

(Monica Bellucci; Nicole Kidman, Angelina Jolie)

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They dress television stars

(Simona Ventura, presenter of Sanremo)

Page 29: Luxury Brand D & G - Samta Khinda

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:

Page 30: Luxury Brand D & G - Samta Khinda

…watches

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…Mobile phones

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…knitwear and sunglasses

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…Perfumes

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...cars

Page 35: Luxury Brand D & G - Samta Khinda

THE END