Marketing Strategy of Dolce & Gabbana (D&G) analyzes the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). These business strategies, based on Dolce & Gabbana (D&G) marketing mix, help the brand succeed in the market. Let us start the Dolce & Gabbana (D&G) Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
The product strategy and mix in Dolce & Gabbana (D&G) marketing strategy can be explained as follows:
Dolce & Gabbana (D&G) is a leading fashion brand. Dolce & Gabbana have a wide range of products in its marketing mix for men, women as well as children including clothing, footwear, handbags, sunglasses, watches, jewellery, perfumes, make-up and watches. Dolce & Gabbana differentiates itself from other brands with its bold prints and brightly colored designs which are inspired by the Sicilian traditions. It had two main lines until 2012, named Dolce & Gabbana and D & G. Dolce & Gabbana specialized more in luxury items that had a formal style, inspired by the existing trends and seasonal changes.
It sold sunglasses, watches and purses. In April 2009, they also launched their own make-up range which was unveiled by Scarlett Johansson. In 2010, they partnered with Madonna and came out with a collection of sunglasses called MDG. D&G on the other hand sold watches as well as clothing, but it was discontinued so that they could focus more on strengthening their other collections.
Dolce & Gabbana (D&G) Price/Pricing Strategy:
Below is the pricing strategy in Dolce & Gabbana (D&G) marketing strategy:
Dolce & Gabbana products are priced high as it is a high-end luxurious brand and they appeal to and target a niche market of individuals belonging to the elite class. It is a designer brand and is considered a status-symbol brand, so the products are priced accordingly.
D&G brand has a loyal customer base belonging to the younger generation as it has a more urban inspiration and a flamboyant line of products. Another reason as to why the products are so highly priced, apart from the supreme quality, is that they engage in many celebrity endorsements for promoting their brand. Some of the big names that have endorsed the Dolce & Gabbana brand include Madonna, Angelina Jolie, Scarlett Johansson, and Jennifer Lopez. The money that is paid to these celebrities for promoting the brand needs to be earned back, which is one of the reasons which results in the high prices of the products.
Dolce & Gabbana (D&G) Place & Distribution Strategy:
Following is the distribution strategy in the Dolce & Gabbana (D&G) marketing mix:
Dolce & Gabbana have their headquarters in Milan, Italy and have stores in multiple countries worldwide. They have their store outlets from where products can be bought located in New York, Tokyo and Hong Kong. In India, they have a store in a high-end locality that caters to a niche segment which is brand conscious and can afford the price of such luxury brands. Dolce & Gabbana also have tie-ups with various e-commerce platforms where they offer selective products such as perfumes, sunglasses, purses etc which can be purchased by the consumers belonging to the target market.
To retain their brand status of being an exclusive brand catering to the ultra-rich segment of consumers, they have controlled the number of their distribution outlets to a few as these are not products that would be preferred by a mass audience.
The promotional and advertising strategy in the Dolce & Gabbana (D&G) marketing strategy is as follows:
Dolce & Gabbana promote their brand through their website, television advertisements and social media. They are even featured in top magazines like Vogue all over the world. Also, some big names in the fashion and entertainment industry are associated with Dolce & Gabbana which leads to massive promotion of the brand. They are infamously known for their controversial advertisements that always manage to catch the attention of the viewers. They make use of gender stereotypes to sell their products and even objectify women/men in many of their advertisements. They have also launched a mobile application called ‘The D&G Fashion Channel’ which is available for the Iphone users. It is using mobile as a direct way of communicating with its customers and following the users in real life. The application gives the users a very personal and one-on-one experience which is exactly what the customers receive when they visit an actual Dolce & Gabbana store. The shoppers get a targeted service and are shown exactly what are looking to buy through this mobile application. This completes the marketing mix of Dolce & Gabbana (D&G).
About Dolce & Gabbana (D&G):
Dolce & Gabbana is a luxury fashion brand which was founded by Italian designers Domenico Dolce and Stefano Gabbana in the year 1985. The brand’s headquarters are in Italy, Milan and they have stores in over 40 countries, worldwide.
The brand has a wide portfolio of premium goods like clothes, fragrances, bags, sunglasses, perfumes etc. Only about 3000 people are employed with the company which has a revenue in excess of USD $1 billion.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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