What is a brand? A brand is an emotional reaction.
Dolce&Gabbana is the new LUXURY, AUTHENTIC and UNCONVENTIONAL.
The D&G look is described as…
‘A style that expresses 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. 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.’
Quote from: (http://www.dolcegabbana.com/corporate/en/brand/brand-dg.html)
How does the company encourage a positive emotion?
-An admiration for the brand. Creating a perceived luxury brand image creates a desire to buy into the brand. Through their own design they capture people’s emotional interest.
-Reputation of the brand. Creating a good reputation with know celebrities (that people idolise) will also create a desire for the brand as the consumer will want to buy things that a loved celebrity wears.
-Their Classic Style. D&G are very much a brand that creates products that are classic in style style which many will have a preference for.
What is their brand image?
The branding of Dolce & Gabbana’s collections are based around Sicily, Italy where Domenico Dolce was born and this particular area traditionally entails black shawls worn by the women and the men in white tank tops. Evidently, this has become a strong influence over their brand as we think of their black dresses with lace details.
-The ‘Mediterranean’ style
-1960’s films
-Inspired from film stars such as Sophia Lauren and Claudia Cardinale who both have a full body.
However strong the Italian influence is, they do incorporate design from other countries and cultures such as:
–China (The China Collection, 1992, which had embroidery, dragons and rich colours)
–Carnaby Street (Hippie-Chic, 1992, will a fantasy sentiment), 1930’s
-Hollywood glamour (1999)
What is their brand essence? (3 key elements)
-Nostalgia
-Italian Culture
-Sensuality
Some visuals: (With annotations)
An AW15/16 Advertisement campaign:
The concept of ‘family‘ is strong in the AW 15/16 advertisement campaigns whilst maintaining their ever-lasting influence of traditional Italian (Sicilian) heritage. The models have been styled with lavish accessories and hair is done in a pretty style which overall produces a very opulent and feminine aesthetic – Which is targeted towards their target market effectively.
End of AW15/16 fashion catwalk
The typical D&G model image with dark haired women with their hair pinned up and with a middle parting creates a strong image that creates an impact.
Spring 2012 Advertisement Campaign:
Another ad campaign that sums up their branding well with some key elements that are prominent in it: Family, Italy fashion and culture, power. The models wear typical clothing that symbolises Italy (black lace and shawls, white shirts for example) in a village scene with a table in the centre creating a focus on it which signifies the importance of food in Italian culture.
DOLCE & GABBANA 