KATE KING +
Dolce & Gabanna
FRAGRANCE ANALYSIS EMILY DRINKELD FASHION COMMUNICATION & PROMOTION FASH10106
featuring: Target Consumer Brand Values Creative Concept Visual Inspiration Model Profile Art Direction Styling Packaging Execution
fig.1 original advertisement 2014
Dolce the big idea Dolce and Gabbana have recently introduced this fragrance to their line of perfumes. Sitting alongside the likes of Light Blue, Sicily, Intense, and also The One, it could be interpreted as being the most brand-conscious yet. The name itself instantly links scent to brand along with several physical features of the bottle, while an extremely overt reference to the heritage of D&G within the advertising also encourages a personality and feeling behind the fragrance. The Sicilian origins of Dolce and Gabbana are not only hinted at through this approach but are in fact developed and nourished, making it a fragrance which is innovative yet incredibly familiar and classic.
fig.2 secondary advertisement 2014 fig.3 third advertisement 2014 (opposite page)
The Old & New connecting campaigns Previous campaigns from Dolce and Gabbana have been more successful from a commercial aspect when compared to other clothing brands whom also sell fragrances, such as Armani and Gucci. Instead of a higher price point and more luxury status within the market, D&G have instead opted to keep their fragrances more accessible and available to a broader audience which leaves a much wider scope when developing a consumer profile.
Fig.4 D&G Dolce Floral Drops Adverisement 2015
This could be interpreted as being a more damaging approach to the brand itself, which otherwise offers luxurious high-end pieces to a much more select audience, as through making these fragrances highly attainable to a wider consumer Dolce & Gabbana run the risk of cheapening their brand and losing an original brand identity; thus the strength behind such a story will diminish. However, through marketing their previous fragrances as well as Dolce in a more mid-market sector they have opened up their brand in a positive way, and this has in some respect boosted the aura of D&G and has also helped to maintain their brand identity as opposed to tarnishing it. Through using a consistent tone, message, and story throughout all of their fragrances the perfumes work in harmony with the already established brand identity and clothing lines, as opposed to damaging their prominence and character.
fig.5 D&G clothing advertisement 2012
fig.6 Kate King for D&G accessories S/S'14
fig.7 Kate King for D&G accessories A/W'13
fig.8 D&G accessories campaign S/S'15
fig.9 D&G clothing campaign S/S'15
The Application linking brand values
fig.10 traditional Sicilian woman
Dolce is a fragrance which, even at a first glance of the advertising campaign, is suggestive of Italian roots and heritage. While the positioning of the perfume within the market makes it a little more accessible to a wider audience as mentioned, altogether this factor actually helps to spread the message and tone of the brand and creates a shared understanding when it comes to brand values, as opposed to ruining a certain perception of the brand by cheapening it. Particular brand tonalities come across in a very natural way through this campaign, as the typical Italian charm (fig.10) paired with romanticized Italian culture (fig.11) pays homage to the exotic aromas which so clearly run throughout the clothing from D&G.
fig.11 D&G campaign A/w'15
The Visuals & The Model kate king, styling & location Not only is the heritage of the brand represented through the traditional florals of Italy, but the styling and characterization of model Kate King is unmistakably laced with the sweetness and purity of the scent itself. The styling of her simplistic white dress can immediately be suggestive of this immaculacy, while the bodice style can simultaneously hint at a much more seductive and yet gentle presence (fig.1). Paired with the loose hairstyle and natural yet smoky makeup look, this all hints at elements of alluring innocence; something which runs throughout the brand identity overall. This campaign was not the first time that Dolce and Gabbana have used Canadian model Kate King, with several ready to wear and jewellery collections featuring her more exotic and tantalizing essence and completely natural beauty (fig.5/6/7). Shot by the designers themselves, they have also compared her to the likes of actress Claudia Cardinale who played Angelica from The Lepoard; a film which visits 1860's Sicily and can incessantly represent the delicate yet colourful Italian way of life.
Fig.12 Kate King for Shop-Ghost
Fig.13 Kate King Russh Magazine 2014 James Nelson
Fig. 14 Kate King model portfolio
The Suitability target consumer As the marketing and advertising of the fragrance itself is extremely in-keeping with the brand identity, it is difficult to find a way in which the scent doesn’t apply or appeal to the target consumer. However, it is possible that the typical customer of the brand may steer clear of the fragrance simply because of its external design, or perhaps because it is so widely marketed. While some of their other fragrances have opted for minimal and simplistic packaging I think that Dolce is definitely more individualistic and identifiable within the market, which could mean that a younger audience can be attracted to the scent.
Fig. 15 Dolce & Gabbana 2014
Compared to the likes of Marc Jacobs who clearly markets his fragrances in a more kitsch, playful market, I think that the design of this bottle could in fact lead to the misinterpretation of it being in this sector as opposed to the more elegant, refined and classic scent that it actually is. However it could also be argued that overall the Sicilian florals, charming and amorous flavour, and the sweet yet exotic feel exhibited overall through the campaign is much more overpowering than the packaging alone (fig.16).
Fig. 16 & Fig 17 Taken from behind the scenes Dolce fragrance campaign 2014
Fig. 18 Taken from behind the scenes Dolce fragrance campaign 2014
Fig.22
Fig.21
Fig.20
Fig.19
The Bottle behind the design As for the bottle design and shape, several elements distinctively channel the Dolce and Gabanna brand identity. While at first the bottle design could be established as a more kitsch variation and thus not so in-keeping with the brand identity, when examined closely it's hard to find anything about the design which is irrelevant. From the top of the bottle representing traditional Sicilian marzipan confectioners, to the bow which relates to early Dolce and Gabbana designs and shows, to the replica signature of Dolce's own father; there is little about the design itself which is simply included for mindless aesthetics (fig.23). While Dolce was originally brought out in early 2014, over the past month the brand have also introduced a variation of the scent in the form of Dolce Floral Drops; a more lively, fresh, and crisp rendition using the same advertising approach and romanticized demeanour. With an extremely transparent link to the original Dolce scent and similar floral notes (fig. 19 & 22) it's simple to establish the overall success that was centred around the fragrance initially, and the fact that as a brand they have decided to further this line of fragrance also hints at the favourable connection between the fragrance and brand identity that was first established with Dolce (fig.4).
Fig. 23 Dolce by Dolce and Gabbana fragrance bottle
The Execution message & placement
fig.1 original advertisement 2014
In my opinion, the advertising and marketing of this fragrance works exceptionally well. It not only creates its own narrative throughout the campaign but also seamlessly links this with the overarching brand identity of Dolce and Gabbana and reigns true to their exciting and yet feminine feel, Sicilian roots, and seductive yet exotic flavouring. The advert encapsulates the charming tonality of the brand while still providing a narrative for the consumer to follow, meaning that the success of the fragrance was self-evident and the continuation through another adaptation of the fragrance obvious. Word Count: 1,102
Fig. 24 Dolce and Gabbana
References
www.fragrantica.com, (2015). Dolce Dolce&Gabbana perfume - a new fragrance for women 2014. [online] Available at: http:// www.fragrantica.com/perfume/Dolce-Gabbana/Dolce-22955.html [Accessed 24 Mar. 2015]. Dolcegabbana.com, (2015). Dolce & Gabbana Dolce - Perfume for Women. [online] Available at: http://www.dolcegabbana.com/ beauty/perfumes/women/dolce/ [Accessed 24 Mar. 2015]. IMDb, (2015). The Leopard (1963). [online] Available at: http:// www.imdb.com/title/tt0057091/ [Accessed 24 Mar. 2015]. MODELS.com, (2014). Kate King - Model. [online] Available at: http://models.com/models/kate-king [Accessed 24 Mar. 2015].
Illustrations
Fig.1 - http://fashionbombdaily.com/wp-content/uploads/2014/02/DOLCE_dolce-andgabbana-kate-king.png Fig.2 - http://fashionbombdaily.com/wp-content/uploads/2014/02/DOLCE_dolce-andgabbana-kate-king.png Fig.3 - http://cache2.senatus.net/files/myerscms/senatus_UsEZLk.jpg Fig.4 -http://www.dolcegabbana.com/beauty/wp-content/blogs.dir/1/files/dolce-floraldrops/dg-beauty-perfume-dolce-floral-drops-01.jpg Fig.5 - http://2.bp.blogspot.com/-SJrt26LC5wo/UJwTeNWb10I/AAAAAAAACJI/Wyp7l_SlBtA/ s1600/1.png Fig.6 - http://www.bellomag.com/wp-content/uploads/2014/10/dolce-and-gabbana-ss14ad-campaign-kate-king-02.jpg Fig.7 - http://profashioneye.com/wp-content/uploads/2013/12/Dolce-Gabbana-WinterJewellery-3.jpg Fig.8 - http://www.dolcegabbana.com/eyewear/advertising-campaign/summer-2015women-sunglasses-02/ Fig.9 -http://cdn.stylefrizz.com/img/dolce-gabbana-catherine-mcneil-spring-summer2014-ad-campaign.jpg Fig.10 - http://trend-kid.com/traditional-italian-dress-for-men.htm Fig. 11 - http://www.dolcegabbana.com/woman/advertising-campaign/dolce-andgabbana-summer-2015-women-advertising-campaign-12/ Fig.12 - http://shopghost.com/sg/wp-content/uploads/2012/08/99140035-1024x772.jpg Fig.13 - http://1.bp.blogspot.com/-3f8L_nuPuAk/U07Ym8slJAI/AAAAAAABOeo/AsIwCuJ-zEc/ s1600/russh+mag1.PNG Fig.14 - http://www.fashionmodeldirectory.com/images/models/13354/header_image.jpg Fig.15 - http://www.myfashionlife.com/wp-content/uploads/2010/07/dolce-and-gabbana. jpg Fig.16 - http://www.dolcegabbana.com/beauty/perfumes/women/dolce/ Fig.17 - http://www.vincent-ko.com/wp-content/uploads/2014/03/DOLCE_dolce-andgabbana-kate-king2.png Fig.18 - http://cache2.senatus.net/files/myerscms_cache/senatus_n2xTMp_ displaywidetall.jpg Fig.19 - http://www.onlineplantguide.com/Image%20Library/N/5662.jpg Fig.20 - http://www.vincent-ko.com/wp-content/uploads/2014/03/DOLCE_dolce-andgabbana-kate-king2.png Fig.21 - http://nationtrendz.com/wp-content/uploads/2014/06/black-and-white-dolceand-gabbana-modern-dress-for-men.jpgFig.22 - file://nasstudusers/4$/N0560145/ InDesign%20Ad%20Essay/scent%20white%20daffodil.jpg Fig.23 - http://slimages.macys.com/is/image/MCY/products/2/ optimized/1987842_fpx.tif?01AD=3xKEFGtav6gKC0KoaHO6tBJopqvIzvxfURGeyrm07bNhW_ Q39lM9CZQ&01RI=CD4BF7F273B1823&01NA=na&wid=1320&hei=1616&fit=fit,1&$filterlrg$ Fig.24 - http://www.thepublicdiscourse.com/wp-content/uploads/2015/03/dolce-gabbana. jpg