Index
THE BRAND
EDITORIAL
Corporate Profile
Astronomy
Market Position
Stylist
Current Situation
Photographer
Comm Background
Model Casting
The Message
Make up & Hair Stylist
Target Market
Location
Goals
PREVIEW
Inspiration
CATALOG
MINI - SITE
REFERENCES
Corporate Profile
Dolce & Gabbana is an Italian luxury fashion house. The Company creates, produces and distributes high-end clothing, leather goods, footwear, accessories, jewellery and watches. The brand is present in the Prêt-à-porter segment with Men’s, Women’s and Children’s collections, and in the Alta Artigianalità (High Craftsmanship) segment with Alta Moda, Alta Sartoria and Alta Gioielleria collections. The strong identity of the Dolce&Gabbana brand has evolved over the years without ever forgetting its roots. An unmistakable style, which, season after season, combines strong innovation with the Mediterranean flavour of its origins. A brand whose essence lies in its contrasting features.
Domenico Dolce and Stefano Gabbana have made a trademark of their surnames which is known throughout the world, easily recognizable thanks to its glamour and great versatility.
Market Position
Dolce & Gabanna is a high-end luxurious brand and they appeal to a specific market of people belonging to the high and elite class. Some of the big names that has endorse Dolce & Gabanna includes Angelina Jolie, Madonna, Jenniffer lopez and Scarlett Johanson this is another reason of why the products are highly priced and of why they position themselves as one of the best luxurious + good quality brand on their market. The different stores of the brands are in excellent locations and they stand out by delivering a superior personal shopping experience.
Currrent Situation
The company founded in 1985 by Domenico Dolce and Stefano Gabbana still resembles and seamlessly embodies the creative energy it had from its very first launch. Right now they are helping to define a new idea of luxury that includes representation and respect for the millennial and Generation Z consumers. The design team is doing what they have always been doing; applying the same ideas and designs but in a , younger mood. Their new marketing efforts
targeting twenty somethings were anything but understated. Last January for its menswear show, the brand was using a small army of young celebrities and influencers to walk on the runway in the place of the traditional Dolce & Gabanna models. In addition, the brand has launched a new range of products to attract its younger customers.
Communication Background The communication of Dolce & Gabanna stays true to the image they transmit. Dolce & Gabanna communicates the lifestyle of the brand by controversial television advertisements and the pictures and videos they post on Youtube, Instagram and their website. These three are the main social and channel platforms that the brand uses to interact with the consumers, to show their different collections and projects they are working on. They have also launched a mobile application that is called ¨the D&G fashion channel¨, they are using the mobile as a direct way of communication with its consumers and following their users in real life.
The Message After analyzing all the content of Dolce & Gabanna on their websites and social media, I came to the conclusion that they don´t really need to change anything on their brand because they have always been true to their values and I personally would say that they have a good communication strategy. My recomendation for them is to create a new special collection only for a limited time following the last fashion devotion collection they did. To develop this idea for them I choose the theme of Astronomy because it is relate to Angeles, God, etc, but in a more scientific way that is planets, stars and the whole constelation. I propose this collection because Dolce & Gabanna is all about different things, and surrealistic themes, and this is why I think that it could be a succesfull collection. Nowadays, the fashion world is all about approaching the consumer, so the idea of creating an editorial, a catalog and a whole collection of a sequence of an actual collection Dolce & Gabanna already has, suits perfect to keep the good communication and brand values.
Target Market INNOVATORS
TRENDSETTERS
ENJOY FREEDOM
IRONY OF FASHION
Goals The goal is to create the astronomy collection with an editorial and catalog to show the products but also the mood of this theme. Is a good idea for Dolce & Gabanna to have the editorial in a location that when people see it, they would exactly what the theme is about. The collection is called ¨Astronomy¨ as I already mention before, it has a lot of potential and matches with the brand essence and their creativity.
Inspiration
Editorial Brief
Astronomy For the editorial the idea is to create an Astronomy world theme following the last collection of Dolce Gabanna that was about God and angels. It is going to be a collection that plays with specific colors, stars, planets, glitter, literally craziness and out of this world. The important thing about this editorial is going to be how with the models, colors and location is going to be created a story behind each photo. The editing of each image is going to be contrasting the galaxy and shiny colors of the atmosphere. After all, we want the viewers to be excited and transported to another world while watching this editorial.
Stylist Marie-AmĂŠlie SauvĂŠ is a stylist, creative and editorial director at Mastermind magazine. On 2012 she became a senior fashion editor of W magazine and fashion director of New York Times T magazine in 2016. She suits very well for my editorial because her work share a similar concept to the one we want to achieve.
Photographer The photographer is going to be Tim Walker, a british photographer that regularly shoots for Vogue, W and love magazine. He is well known by it´s fantasy and extravagant type of photos, so he will know how to use the different light and tones that this editorial shoots is going to required in order to transmit the story.
Model Casting For this editorial I have chosen three different models from different continents each one. As the theme being Astronomy, every planet and star is different from each other so the idea of choosing different models fits very well all the theme and story we want to achieve.
Besides that Dolce & Gabanna frequently uses models from different razes and styles so this suits the brand concepts too.
Make-up Artist Pat McGrath Hair stylist Sam McKnight
The makeup is going to be with bright colors and a lot of glitter, building a ¨alien¨ and ¨different¨ type of look. Dependes on the picture sometimes the makeup is going to be full with lipstick but sometimes only focusing on the eyes. As it is an editorial, the makeup will be different from the catalog. The hairstyle is going to be extravagant and with shapes.
Location
The editorial is taking place in the Uyuni Salar in Bolivia. Outdoors photos are going to be the best ones for this editorial specially of the contrast of lights and lanscape. Uyuni Salar is basically a dessert but from there at nights you can see all the constellations and it reflects on the ground, so at day, the color of the sky and the sun is going to reflect on the groun like a mirror, this location is the perfect suit for this collection.
Editorial Preview
Clothes: Dolce & Gabanna Model: Flaviana Matata Stylist: Marie-AmĂŠlie SauvĂŠ Makeup & Hair: Pat McGrat and Sam McKnight Photographer: Tim Walker
Catalog Preview
For the catalog the idea is to spot the attention on the designs of the collection so the fabrics, colors, cuts and shapes can be seen, we are going to be using a different photograph for the lookbook because the pictures are going to be a lot different from the editorial. Mario Testino is going to be the photographer of the catalog because he is focus on portrait pictures and it fits the catalog type of photos. The publication of this catalog is going to be special as this collection is going to be for a limited time, the layout and style are going to be very simple, with white, grey or black background but with a excellent lightning so the color of the products can outstand and the design of the garments. The catalog is going to be available in all the Dolce & Gabanna shops in the First days of May.
LOOK 1 T shirt: 900 Skirt: 1,500 Bag: 3,500
LOOK 2 Top: 2,000 Skirt: 1,000
LOOK 3 Coat: 3,500
LOOK 4 Coat: 2,500 Pant: 800 Shoes: 3,00
Mini Site
The mini site is going to be create of four different categories where we fill find: Home: A short phrase that describes the brand Discover: An explanation and story of the brand founders and the D&G corporation The astronomy collection: This category is to show some pictures about the latest collection of Dolce & Gabanna called ¨The Astronomy collection¨ Behind the scenes: A category that contains some photos behind the scenes of the creation of the collection, follow by a video the day before the fashion show. Looks: A selection of some clothes and accesories of the collection to inspire the consumers. https://dgastronomycollection.wordpress.com
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Adobe InDesign Maryam Darwiche Burgos BA Fashion Marketing & Communication Level 5, 2018-2019 5FAMK003C Visual and video techniques CWK1 Nicolas Godon