Dolce and Gabbana, famous as D&G is the well known Italian origin’s fashion house. It deals in retail sector and is associated with the lifestyle and fashion statement. This iconic brand was introduced in 1985, named after its ace designers and co-founders. The parent company is “Dolce and Gabbana Luxembourg S.A.R.I”, and D&G is the subsidiary of it. It deals in the exclusive fashion products targeting elite and upper class, which are unconventional and authentic. However, the brand has faced immense competition from the brands like Burberry, Versace, Zara, Christian Dior, Gucci, Channel, Louis Vuitton, Hugo Boss, Prada, Ralph Lauren and many others (D&G, 2018).
Products of the Marketing Mix of D&G
Dolce & Gabbana is known as one of the famous fashion brand across the globe, which caters the needs of women, men, and children with its new designs and broad product portfolio. It is famous because of its superior creativity, exclusive style, contrasting features, innovative collections, and colorful designs, which can easily attract different taste of consumers. The brand is specialized in the luxury products, which include, Apparel- Underwear, beachwear, Denim, trousers, sweaters, jackets, coats, suits etc, Bags- Sicily bags, cross-body bags, backpacks, handbags, totes, clutches etc, Skin care- eye care, toner, cleansers, masks, serums, moisturizers etc, Make-up- Face products like foundations, blush, concealer, luminous liquid, bronzer, primer etc, Eyes like brow liner, kohl pencil, eyeliner, mascara etc, Lips like glosses and lipsticks etc, Nails, Accessories like makeup brushes, sharpeners etc, Perfumes- Intenso, Dolce Garden etc, Footwear- boots, heels, slippers, sandals etc, Accessories- gloves, hats, jewelry, belts, bijoux etc. (D&G, 2018).
Price of the Marketing Mix of D&G
Dolce and Gabbana has targeted the distinguished, privileged, and rich class customers, who are genuinely interested in elegant, classic, and trendy products, which are unique and exclusive. D&G has positioned itself as the innovative and luxurious fashion house, which caters to the niche segment, who is very least bothered to the range of prices. D&G is the designer brand, which people wear or carry as the status symbol, thus, D&G adopted the premium pricing policy. It offers the flamboyant line of products with the unique designs and quality, and charge high prices for this. Furthermore, this high profile brand is mostly known for the outrageous pricing strategy, and this helped it in gaining the competitive advantage over other rivals. D&G has ropes many famous celebrities and personalities for the endorsement purpose such as Scarlett Johansson, Madonna, Jennifer Lopez and Angelina Jolie, and hence, it developed an exclusive brand image and name, which helps it in maintaining the premium pricing successfully (Bhasin, 2018).
Place of the Marketing Mix of D&G
D&G has spread its existence in major parts of the world and functions through the headquarters, which is located in Milan, Italy. It launched its very first collection in 1985 in Milan, and a year later opened its very first outlet there. Gradually, the brand began to export the products in international markets. The first international market was Japan, and then to different countries which include China, India and United States too. Till 2009, D&G was successful in having 93 boutiques with almost 11 factory spaces to its products and name, which are now selling in almost 80 countries. Presently, it has outlets in United States like New York City, Houston, Las Vegas, Beverly Hills, Bal Harbour and Chicago. The brand has also set up the production factories at Legnano and Incisa. D&G have the limited number of stores, hence it maintains the exclusive label (MBA Skool, 2018).
Promotion of the Marketing Mix of D&G
D&G created some bold and innovative ad campaigns, which have been printed in the fashion magazine, fashion shows and billboards. The brand has promoted through mobile and internet for communicating closely in the consumer through D&G iPhone app store and fashion channel application. The smart phone app displays the ready to wear products and collections from a brand. D&G have received the recognition and awards. In 1991,” Woolmark award” was received by the company, and also the “Most Feminine Flavor of the Year” for “Dolce and Gabbana Parfum”. It also received the “Oscar des Parfums” for the best perfume in male category (Bhasin, 2018).
Bhasin, H. 2018. Marketing mix of D&G. [Online], Available at: https://www.marketing91.com/marketing-mix-of-dolce-and-gabbana/, [Accessed on: 28th July, 2018].
D&G, 2018. About us. [Online], Available at: http://www.dolcegabbana.com/, [Accessed on: 28th July, 2018].
MBA skool, 2018. D&G marketing mix. [Online], Available at: https://www.mbaskool.com/marketing-mix/products/17417-dolce-n-gabbana.html, [Accessed on: 28th July, 2018].