CASE STUDY Week 4

Case Study Info Detailed in Chapter 4 of textbook (pages 59-73) Watch Documentary>> Dolce & Gabbana Articles: Notable Biographies-D&G VOGUE-D&G Fashion History of Dolce & Gabbana Success Story Fashion Bios-D&G

Who is D and Who is G? Domenico Dolce: b. Sept. 13, 1958 Stefano Gabbana: b. Nov. 14, 1962 Were partners in business and in life From this, were able to build a multi-divisional corporation over 35 years

Dolce & Gabbana Key Points Is a Global Lifestyle brand that is distinguishable. ALL about the sparkle. Have changed the image of luxury fashion from uptight to fun and exciting Embrace everyone Known for quality product and enticing advertising campaigns

Timeline 1980—Decided to begin as a duo 1982—Established a design consultancy in Milan 1985—Made an impression with their fashion show in their small studio and gained international exposure. Established a presence in prêt-a-porter 1991—Won their first award (Woolmark), most innovative menswear collection 1993—Won award from the Perfume Academy for Pour Femme 1995—Pour Homme won 3 awards—best new masculine fragrance, packaging, and advertising (Numerous awards followed these years) 1997—Introduced copyrighted anti-imitation system to protect against duplication of their products and simultaneously safeguard their clientele —used safety holograms with microtexts that reproduce the trademark 2004—Won Premio Risultati for financial performance during 4 year period (1999-2002) and for their strategic branding and development Dolce & Gabbana advertising campaigns are highly regarded in the industry. Gained recognition in 2004 and 2006 with the LEAD award (Germany) which is basically the most prominent prize for media, communication, and design in advertising

Pour Homme Pour Femme

3 Divisions Dolce & Gabbana D&G D&G Junior With D&G and D&G Junior being more accessible to the masses Also have a restaurant in Milan called GOLD, which reflects the sparkle of the brand and allows those who do not wear the clothes to still experience a piece of Dolce & Gabbana

G0LD

Target Markets ALL consumers; totally diverse target market; REAL people They favor women with curves—Strong and self-confident. A thorough W-O-MAN. The men they portray are individual, charming and charismatic. He takes care of his appearance and looks good no matter what.

Diversity Dolce and Gabbana focuses on the misfits; they are all accepting and target ALL consumers. They like uniqueness, the unusual and the non-traditional Ad campaigns feature “alternative couples”: punk, goth, gay & lesbian, etc.

Brand Message Playful Has evolved over time but has always remained true to original standards such as integrity of product, unconventional luxury, continuous innovation and Italian heritage.

Ad Campaigns

Weekly Attendance Questions D&G frequently uses the color gold in many of their designs, and quite intentionally in their restaurant-GOLD. Do you think this use is purposeful? What story does it portray and does it match their brand message of being a luxury brand for everyone? Look at some of the ads in the powerpoint and look up any additional. What do you notice about them? Any common threads? How is D&G speaking to their target markets?

Assignment Download and answer the case study questions from the WordDoc uploaded to Module 4 Agenda. Include a summary about the D&G brand and include something you learned about the duo or their brand that you didn’t already know. Upload filled in WordDoc and submit via Canvas. ONLINE: Due By: FEB 5th (11:59 pm) BLENDED: Due By: FEB 8th (in class)