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 • A dream; luxury brand that is
distinguished by its stylistic originality
combined with the superior content of
its creations

• An unmistakable style, the expression

of unconventional luxury which, season
after season, combines strong
innovation with the powerful
Mediterranean flavor of its origins.

• A brand whose essence lies in its

contrasting features.

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 The Dolce & Gabbana brand was
created in 1985
Dolce and Stefano Gabbana first met
in Milan in 1980 when working as
assistances.
Dolce, who studied fashion design
and worked for his family’s small
clothing factory, grew up in a small
sicilian village
while Gabbana, a trained graphic
designer, grew up in Milan. They
went into business two years later.
The first collection was launched
in 1986 and the spirit of their work
is Jean Paul Gaultier.

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 A brand is a symbol that distinguishes
a product made by one firm from
the others.

Dolce & Gabbana company’s brand

is a luxury brand that means
an expensive, status symbol brand.

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 MULTIPLE BRAND
Dolce & Gabbana company adopt a multiple
brands policy to reach every business
niche with a particular marketing strategy.

It owns two brands:

Dolce&Gabbana
D&G

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 D&G brand is irony. Is a fashion label
inspired by the street contemporary music
for a no-conventional personal style. It
means freedom

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 D&G TARGET MARKET
D&G target market includes people from
15 to 25, who are innovators,
trendsetters and everyone who
enjoys freedom and irony in fashion.

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 Target market structure

MEN
35%

WOMEN
65%

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 DOLCE&GABBANA TARGET MARKET
The woman
She is strong; she likes
herself and knows she is
liked. She can be a
manager, wife, mother or
lover but
she is always a true woman

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 The man
He is a little
pleasure-seeking, free,
successful and
he pays attention
to details.
He lays down the
rules imposing
his personality

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 ORGANISATION
…

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 Dolce&Gabbana group consists of
239 employees,2 production italian
2facilities,8 stores and1 factory
3
outlets. International 1
market
operations are conducted by
the New York and
Tokyo subsidiaries

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 BRAND STRETCHING

The stretching of a brand consists of produce different

kind of goods with the same logo.

This strategy is realized with the licensing that means

give a formal authorization to an outside supplier for
using their name and image.

There are a lot of examples of product realized in this

way:

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 …watches

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 …Mobile
phones

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 …Perfumes

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 Dolce & Gabbana take high
fashion mobile on the Nokia
media network

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 The challenge
• Raise awareness of the D&B
Dolce & Gabbana brand and
its catalogue

• D&G Dolce & Gabbana turned

to the medium that connects
with its target market in
everyday life – the mobile
handset – to increase brand
awareness with a viral
campaign during the Men’s
Fashion Show in Italy.

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 The solution
• Mobile advertising, including a viral
mechanic, on the Nokia Media Network

• As part of the campaign, Dolce &

Gabbana developed a game called
‘’Dee&Gee.”

• The Nokia Interactive Advertising

Solutions team created banner ads that
ran on the Nokia Media Network and led
consumers to a D&G mobile website
where they could download the game to
their handset, view the D&G catalogue
and download D&G-branded wallpaper.

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 The results

• Average click-through rate of 10%

• Leading luxury brand Dolce & Gabbana proved that there is high
value for a top fashion brand in new media by running a mobile
advertising program on the Nokia Media Network.

• One of the first mobile advertising case studies for a high fashion
brand, the mobile campaign demonstrated that even brands that
have relied upon traditional forms of media are benefiting from the
targeting and high response rates mobile offers

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 • The typical click-through rate in mobile is 2-4 percent and is
often double the CTR one sees on the traditional Internet.

• This campaign saw click-through rates of almost 10 percent.

• The Nokia Media Network sees click-through rates between

8 and 11 percent in some channels. This is due to the fact
that we place advertising on premium publisher pages that
reach more than 100 million consumers globally

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 Mobile is in style (Dolce & Gabbana's new app)
• The D&G application is divided into three main sections:
Lifestyle, World and Stores.

• The Lifestyle section provides a selection of content about

the D&G world and products. The section contains video
highlights from the D&G Man and woman Winter 2010
catwalk shows.

• Direct from the D&G ad campaign, users can also save

images as wall paper and send via email to friends. There
is a wide variety of shots from D&G’s latest ad campaign

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 • The World section of the app provides information about
specific D&G products for men and women. The section
also has images of 2010 winter products.

• Time, Jewels and Eyewear is showcased in the World

section.

• The Stores section allows the user to find the nearest

D&G stores. Each store is provided with detailed contact
information and can be geolocated on an interactive map.

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 Sony Ericsson to launch D&G
mobile with ad campaign

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• Sony Ericsson will promote its new fashion handset,
Jalou, with a Dolce & Gabbana-designed ad campaign
in October.

• The mobile manufacturer is launching a limited edition

Jalou handset designed by Dolce & Gabbana. The
rose-coloured mobile phone will have 24 carat gold
plating.

• Photography and video clips from Dolce&Gabbana's

women's Autumn/Winter 2010 runway show will be pre-
loaded on the handset.

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