EOC: Week 4

1. Currently, how many divisions do Dolce & Gabbana have in their company? Has it grown since this chapter was written? If so, how? Dolce & Gabbana have a women’s and men’s line, junior, handbags, shoes and accessories lines. They had their name on a cell phone and a restaurant as well. “In 2006, Dolce & Gabbana released the exclusive version of the RAZR cellular phone as a co-branding project with Motorola.” – Brandy Story Page 65 Since this chapter Dolce and Gabbana have launched numerous lines including underwear and beachwear which they had before as well. The brand continues to grow in the eyes of the consumer. 2. Do you think Dolce & Gabbana cater to the fashionistas that the rest of the design world has rejected? Why do you think they have dressed women like Isabella Rossellini, Madonna, Kylie Minogue, and Brook Shields? Do you think these women are risqué? Why or why not? I think Dolce and Gabbana cater to the fashionistas that the rest of the design world has rejected because they don’t have the price points that Lanvin has nor are they lower end like H&M and Forever 21. They cater to consumers who want high fashion but aren’t necessarily rich. I think the design team has dressed these celebrities because they are familiar with a sexy, edgy and feminine style. These women are not exactly risqué but they are fashion forward and have edge. “The strong branding image has evolved over the years, but still remains faithful to its original standards- the integrity of the products, the image of unconventional luxury, continuous innovation, and the company’s Italian origin.” – Brand Story Page 66 3. Do you think gay and lesbian consumers purchase different fashion brands than heterosexuals? Do you think it was smart for Dolce and Gabbana to target this market? Why or why not? I think that gay and lesbian consumers purchase the same fashion brands as heterosexuals; they can appreciate the elegance of Oscar De La Renta as much as the next person. For this reason I do think it was very smart of Dolce & Gabbana to capitalize on this market by targeting them, it gives them a competitive advantage. Anyone would rather spend their money on brands that support rather than knock their lifestyle. “Dolce & Gabbana have attained their current stature by dressing fashion’s risqué misfits, featuring individuals who are unique, sexy, and unusual, as well as gays and lesbians…” –Brand Story Page 71