TABLE OF CONTENTS 1. Brand Identity 2. Target Audience 3. Social Media Strategy 4. Marketing Strategy 5. Concept 6. Mood board 7. Style Frames 8. Story Boards 9. Font 10. Crew 11. Print Campaigns
Dolce&Gabbana is a luxury brand created in 1985 by Italian designers Domenico Dolce and Stefano Gabbana. The brand is well known as authentic and unconventional. In each collection they express new forms of elegance, presenting itself as a modern classicism, based on superior sartorial content and creativity. The strong identity of the Dolce&Gabbana brand has evolved over the years without ever forgetting its roots. The dark haired, strong southern Mediterranean woman, the strong Catholic references, the markets, the corsets that Dolce’s mother wore – has been Dolce & Gabbana’s unique selling point.
“Your identity is very important, if you lose your identity, you lose your personality”
GABBANA, Stefano.
BRAND IDENTITY
Luxury | Opulence | Colorful | Embroidery | Family | Italy | Truth to the roots | Craftsmanship | Modern Classicism | Sensual
TARGET AUDIENCE D&G target market includes people from 20* to 65, who are innovators, trendsetters and everyone who enjoys freedom and a modern classicism look. The wide age range is part of the brand identity. That surrounds the whole family core.
*Dolce&Gabbana has a children line that started in 2001. Which can be considerated a secondary market.
TARGET AUDIENCE The Dolce woman is strong and fearless; she loves herself and knows she is loved back. She can be a manager, wife, mother or lover but she is always a true woman.
The Dolce man is a little hedonistic, free, successful and he pays attention to details. He has a very strong personality and a passionate heart.
65% women
35% men
Target market proportion
SOCIAL MEDIA STRATEGY
10.184.892 followers
8.600.000 followers
3.940.000 followers
Dolce&Gabbana has a strong and enviable social media presence. Adding the followers of the three most important social media from nowadays, they have almost 23 millions followers. This media presence is essential for the growth of the brand in the past
couple of years. The Facebook page and Twitter account are more focused on publicity campaigns and products. While their Instagram account follow this line, they also post looks from red carpets and fashion shows.
They have a shy presence on Pinterest, compared to the other social medias. They are followed by almost 2 K followers. The boards and Pins are basically what we see in each campaign and collection.
MARKETING STRATEGY
PRICE
PRODUCT
The most expensive item from the brand costs 20.000,00 US dollars price of a full embroidery gala dress. The lowest prices belong to small sized beauty items and 50 ml perfume.
Product
Price (US$)**
Watch
100.00
Perfume 1,6 oz
90.00
Eyeglasses
300.00
Earrings (Swarovski crystal)
500.00
Medium handbag
2.500,00
Cocktail dress
2.700,00
Cocktail dress
15.000,00
**Average price range of the product, from April 2016.
The Dolce&Gabbana brand has a wide range of luxury products. From new born clothes to high end embroidery dresses, passing through a fine line of watches, jewelry and beauty products. The brand built an luxury empire through the years.
PROMOTION Dolce & Gabbana had two central lines (D&G and Dolce & Gabbana) until 2012, when the lines merged under the label Dolce & Gabbana. Dolce&Gabbana specialises in luxury items influenced more by designers and is more formal and ‘timeless’, responding to long-term trends as well as seasonal changes. D & G was the younger, more flamboyant diffusion line of the brand. As said, the brand decided to discontinue the D & G-line in order to put “more strength and energy” into their other collections. Dolce&Gabbana has a female, male, children collections. It also has a watch, jewellery, beauty and eyewear lines.
PLACE
The Dolce&Gabbana brand is present throughout the globe. Regarding the main economic figures for the fiscal year 2014/2015. Consolidated revenues of the Group amount to 1,055.9 million euros. The distribution network includes 323 mono-brand stores. And the online store ships to 50 countries.
CONCEPT Based on the authentic, strong and iconic essence of Dolce&Gabbana the concept created for this series of three short fashion movies was the power in each and every woman. A power that blossoms every day, in every smile, hug and movement. To create this power a collage with women, flowers, embroidery and images of gemstones will be produced. The goal is to innovate on top of the well known women profile that Dolce & Gabbana explore. A strong, modern and creative woman.
MOODBOARDS
GENERAL
BEAUTY
STYLE FRAMES
STORY BOARDS
FONT
For the hashtag: #blossominyou
Century Schoolbook Italic
CREW
Giovanna Fernandes
Ruan santos
rachel frey
DĂŠbora vieira
Art Director Hair and makeup
Photographer
Model
Styling
PRINT CAMPAIGNS
FASM 311 - Spring 2016 Professor Oscar Betancur Giovanna Fernandes