A very important and very wise lama
who taught that all men are equal: race, color and creed meant nothing, count only the intentions and actions of each of us. His name was Dondup
time line
Casa Dondup Milano
Baby Line
2012
2006
2000 Foundation
2013 2009 L Capital partner at 40%
Archivio Dondup
brand identity
MOOD
vision e mission
VISION
MISSION
Confirm its brand by associating it to a concept of Luxury and simultaneously moving away from the noisy world of Fashion.
Offer a range of products made of creations without rules and welldefined styles targeted at the top stores and the discerning fashionistas. Prints, textiles commingling, colorings on purpose to make a "top product at a fair price," a garment of clothing Made in Italy, researched and high quality.
distribuzione
monomarca
multimarca
posizionamento
be
LEVI’S
tradizione
avanguardia
DIESEL
CYCLE
DSQUARED
status
competitors
AGE RANGE
DSQUARED
DIESEL
20 - 35
18 - 30
PURCHASING POWER
High
STYLE
Fashion
Medium/High
Urban
LEVI’S
CYCLE
6 - 60
15 - 25
Medium
Medium
Urban
Urban
swot analysis
Strengths
Weaknesses
• •
COMPANY made in Italy Strong brand recognition L Capital acquisition
Not good distribution No communication Low brand awareneess Not many accessories (civetta o tattico)
Opportunities
Threats
• •
• •
European market Asia and American Market orientation
High competition Handwork Get high (italy)
riposizionamento
be
LEVI’S
tradizione
avanguardia
DIESEL
CYCLE
DSQUARED
status
strategia marketing
Today the Dondup brand strategy is oriented to a repositioning based on rebrending the total look for men, women and children. The goal is to significantly increase the distribution and retail mainly through the 'opening stores in countries like China and Russia without neglecting Italy where they will open over the next three years several stores in strategic locations. The product concept is marked by a profound study of cuts and fabrics but the gradual evolution of the brand pushes a tendency to minimalist and clean and sharp lines. The mood of the collection is destined to leave the warm and enveloping feelings of the Eastern world to move to a much more neorealist horizon. The elegance and the extraordinary impact of the dichotomy between black and white represent the frame of the restyling of a business which increasingly fashionable to marry a much more trendy than ever before.
rivisitazione logo
rivisitazione logo
strategia marketing
MOOD
profumo donna
profumo uomo
cover iphone
cover ipad
vetrina
shopper
TEAM: Luca Capaccioli Laura Parenti Benito Navarretta Kira M. Correa 2012-2013