Dolce and Gabbana's Success Secret - Case Study Example

Dolce and Gabbana Introduction Dolce and Gabbana was established in 1985. Currently, it is one of the most successful firms in the sale of luxury products. The initial founders were Stefano Gabbana and Domenco Dolce. These two are responsible for the stylistic and creative design of the brand’s products. The company designs, manufactures and distributes leather goods, timepieces, footwear, fine jewellery, accessories and high-end clothing. It is also able to produce and distribute eyewear and beauty lines by using licensee partners. Currently, the brand is available in 40 countries all around the world and has 287 brand stores (Mark, 2011). The firm’s headquarters are in Milan and its main co-ordination branches are in Sao Paulo, New York, Hong Kong and Tokyo. This paper will focus on the critical aspects of D & G in terms of brand position, brand personality, brand promise, marketing, and the future of the brand. Position of the brand: Luxury This Italian fashion house is definitely among the most successful brands in both the fashion and the luxury industry. The two owners also consider themselves as lucky because they ventured into the business without enough knowledge and experience unlike theircompetitors like Armani and Versace. They still claim that their phenomenal success is as a result of mare luck. By 1997, their profits were at 400 million and by 2005 the figures were 597million (Steven, 2007). Their most successful luxury products are perfumes, handbags, and beauty products like lipsticks. Personality of the brand: Sicilian (culture etc.) (Hollywood Icons) Recently, Dolce and Gabbana launched an Intenso fragrance campaign which targeted male consumers who exuded sensuality and strength. The Italian fashion brand selected Colin Farell, an Irish actor who would represent this new generation of the D&G perfume for men that was modern, elegant and determined. Colin Farell has starred in the movie “Miss Julie” and will play a leading role in the series “True Detective” (Domenico, 2004). Many people consider Mr Farrell to be very attractive however; critics show that he does not match the pretty boy cute looks that traditional models had. In his defence the brand insists that they made the right choice and Mr Farell captures the entire Intenso personality and was the perfect man for the fragrance campaign. Their brand strategist says that Dolce and Gabbana campaign targets the valentine period. And mainly targets women who want to buy their men something special. He also insists that Mr Farrell represents modern masculinity which is composed and esoteric. Brands promise: (Quality, Uniqueness, and Sexy) The firm uses a Mediterranean culture and a sartorial tradition which also incorporates some aspects of Sicilian culture. This integration of various cultures ensures the brand remains among the top best-selling luxury firms (Franca, 2005).The ability of the firm to have total control over the whole value chain from production to sales ensures the brand produces continuous impressive and distinctive product styles that are not only very attractive but also long lasting. The company concentrates on the principles of total quality management and approaches for ensuring high quality productivity. The designs of the products are characterised by uniqueness since they focus on originality of products. Since the company produces for celebrity, their products are sexy; this is one way of ensuring attractiveness of the users in the face of their followers. Their current marketing message and methods The brand is recognised for its unique marketing techniques. The firm also uses an imagery technique as a method of marketing. The design of the bottle of the perfume for instance, and the name Intenso both a have their own meaning that aesthetically connect with the D&G brand. The perfume product also has images of the celebrity on a rocky shoreline. The leaves and flowers on the product also represent the ingredient of the fragrance which originated from South Africa from a Milkwodd tree known as moepel (Jack, 2008). The use of imagery by Dolce&Gabbana was also noted in their shaving lotions whereby the product had images of deodorant sticks. The deodorant sticks represented the intense scent. This marketing strategy of using a movie star also reveals just how open minded and creative the brand is. D&G believes that in marketing lifestyle branding should not be exclusive but should be inclusive. Colours: (Deep colours and Animal print) Their elegant and daring designs always catch the eye of many fashion critics especially their brightly coloured animal prints.Their handbags are the most popular in the usage of animal prints. Every fashion enthusiast claims to have a collection of the luxurious D&G handbag. Most have unique leopard print on the inside. To add to its unique features the bag also has numerous compartments to suit the needs of an individual with a busy lifestyle. D&G is also known for its ability to use deep colours especially deep-red on lipsticks and even handbags (Susannah, 2001). A white and red polka clutch with silk dots or a leather bag which has deep red colour will always make a statement at a party as the eye-catching accessory. Imagery Their animal prints are referred to as “haute hippy dom” and D&G as a brand is inspired by the eclectic film history of Italy (Franca, 2005). Domenico was once quoted saying that whenever he designed he felt like he was in a movie. He continued to say that they first imagined of a story and designed the clothes that would go with the story. They also stated that they would rather design the best provocative and flattering clothes instead of sparking trends. They went ahead and said that they would not mind if the only contribution they made in to the fashion industry was designing bras. The Sicilian culture also has a lot of impact in the brand. Sicily is the largest island in the Mediterranean Sea. Sicilians have several similarities with American culture; art, music and fashion constitute their greatest forms of entertainment. D & G find it necessary to produce products that are suitable in meeting the needs of culture of the Sicilians. For example, their products are nicely decorated to rhyme with the colours of Sicilians. Current and Future Performance of the Brand In the financial year 2013/2014, their unique marketing skills assisted the firm to earn revenue of up to 961.4 million euros (Mariuccia, 2006). This implies that D & G is currently performing above average as evidenced by the financial statistics. The management argues that they will not relax at that performance, but will seek to widen their markets and increase their levels of profitability. The brand is now planning to increase the number of stalls worldwide, this will also increase the number of staff workers who are currently 4,149. Their elegant and daring designs always catch the eye of many fashion critics especially their brightly coloured animal prints. Most Fashion enthusiasts all around the world know that Dolce & Gabban design creative fashion .The group is also planning to improve management and coordination levels to ensure consolidation and continuous development. The company will enter other cross-border markets in order to expand their market share. Controversies The brand is not strange to scandal. The firm was recently under heavy criticism after the two founders made controversial comments on same-sex families on an interview with an Italian magazine. The two claimed that children born through vitro fertilization were synthetic children and children of chemistry. They also continued to say that this was like renting a uterus and choosing semen from a specific catalogue. Both are gay and had once dated for over 25 years. So these statements were rather controversial as they seemed to be against gay marriage yet they were gay (Sarah, 2008). The brand was also under criticism after showcasing a poster campaign that seemed to support gang rape. This out roar did not end there. At a catwalk in 2012, the audience saw a model in plastic earrings that resembled blackamoor statues or a colonial look. Uproar broke out with people branding the products as offensive. The Store in Knightsbridge London In 2014, Dolce and Gabbana opened a new store in Knightsbridge London during the premiere of Men’s fashion week. This became the fourth brand outlet in London and was exclusively established for men’s tailoring. The most fascinating thing is the interior design of this new store. The store reflects the distinctive Doice &Gabbana signatures in Italian style. This is a new strategy in retailing and will be implemented in all special stores (Virginia, 2013). The reflections will also indicate the traditions and cultures of the cities they are located in. The London stores for instance have blended in Italian and Britain sartorial traditions characterized by quirky modern accents. The current stalls have three floors each and shoppers can buy men’s D&G products such as tuxedos, suits, accessories and footwear. Their stores also have an executive barber shop for that finishing touch. Most of the attendants and tailors are of Italian origin and everyone seems to be comfortable with this fact. Conclusion The brand has been faced many controversies, but it remains to be one of the leading luxury industries in the field of fashion. According to majority of the customers, the brand does not fail and is constantly revealing new elegant designs in the perfume sector. Three of its product has even worn awards at international academy awards. The brand’s unique skills of taking control of the product manufacturing to its sale have a huge impact. Its unique marketing skills are also exemplary and should be emulated by start-up luxury companies. References List Brenda Polan, (2009).The Great Fashion Designers. New York: Berg David, C. (2008) The Metrosexual: Gender, Sexuality, and Sport: Sunny press Dolce & Gabbana. (1991). Gone with the Wind" Cook Book. England: Abbeville, Dolce, D. (2010).20 Years of Dolce & Gabbana for Men. London: Antique Collectors Club Limited Domenico, D. (2004). Music: Dolce and Gabbana. New York: Assouline Franca, S. (2005). Dolce & Gabbana. Kentucky:Assouline Publishing Jack, W. (2008). Plunketts Apparel & Textiles Industry Almanac 2008.Business & Economics journal, 8(20), p. 300. Jack, W.(2008).Plunketts Retail Industry Almanac 2009: The Only Comprehensive Guide to the Retail Industry. Business & Economic journal, 10(11), p. 200. Mariuccia, C.(2006). Dolce & Gabbana Fashion Album. London: Skira Mark, D. (2011). Dolce &GabbanaUomini.Italy: Random House Nora J. (2012). Advertising and Violence: Concepts and Perspectives.M.E. Sharpe R: Longing and the Art of Visual Persuasion. Simon and Schuster Richard, S (2010) Contracts: The Essential Business Desk Reference: The Essential Business Desk Reference. Nolo Sarah, M. (2008). 20 Years Dolce & Gabbana.Uk: Harry N. Abrams, Steven, K (2007). Secret Ceremony. England: Dolce & Gabbana S.R.L. Susannah, F (2001). 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