1+History,+positioning,+brand+identity

=History, positioning, brand identity, (customer profile)=

Slides
1985 "Real Women" fashion show 1986-1990: Dolce & Gabbana women and men lines 1988 Production agreement with Dolce Saverio 1990-present: Extension into fragrances, accessories, eyewear, and watches 1994: D&G young line 1994-present: Flagship store in Milan and monobrand stores 1997: Own production of women's and men's prêt-à-porter lines 1999: Buys up 51% of Dolce Saverio 2000: Take over production of and distribution of knitwear, underwear, swim and beachwear as well as scarves, ties, small leather goods and shoes. 2001: D&G Childrens collection 2005-2006: First flagship store in China and Shanghai 2006: Take over production and distribution of D&G Dolce&Gabbana 2006-2008: Resturants, barbers etc. 2009: First online botique ||  || Fashion design company Very destinct style based on contrasts Creative freedom because the main designers own the company Fully vertically integrated clothes lines and license products, except fragrances, eyewear and watches Repositioning 2009: Cost reduction and price reduction by 10-20% and creation of webshop || Images: Dolce & Gabbana, possibly with Madonna ||
 * **Company timeline**
 * **Company profile**
 * **Madonna: Personal friend, fan, and muse**

"We love Madonna, so anything she asks we say yes, because we love the person, the style, the music--everything." Domenico Dolce and Stefano Gabbana

"She has the attitude. You can't define it using words; it's a mixture of charisma, fascination, sensuality, seduction and self-consciousness. These are the characteristics of the Dolce & Gabbana woman and she conveys them through her life and her choices." Stefano Gabbana || Images: MDG sunglasses 2010, D&G 2010 collection, "Music" tour wardrobe 2000, "The Girly Show" tour wardrobe 1993 ||

Timeline:
1985 Created and first fashion show 1986 First women collection 1987 Opening of the new showroom in Via Santa Cecilia, 7 Milan. 1988 Ready-to-wear production agreement with Dolce Saverio, the clothing firm owned by Domenico Dolce's family based in Legnano, near Milan. 1989 First lingerie and beachwear collections. 1990 First men's collection. 1991 Accessories: first licensed Women's scarf collection. 1992 First licensed collection of Men's ties. 1992 Bride collection (ends in 1998) 1992 First Women perfume produced and distributed by Euroitalia "Dolce & Gabbana Parfum". 1993 First licensed collection of Men's underwear. 1994 Début of a new collection: D&G Dolce&Gabbana. The young and contemporary line is produced and distributed by Ittierre in Isernia. Presentation of the first men’s collection. 1994 Opening of the Dolce & Gabbana flagship store in Milan, Via della Spiga, 2. 1994 Presentation of the fi rst D&G Dolce&Gabbana women’s collection. 1994 Dolce&Gabbana Home Collection (since the beginning of 1999, the production is limited to unique pieces for the Dolce&Gabbana premises). 1994 Launch of the fi rst men’s fragrance Dolce&Gabbana Pour Homme, produced and distributed by Euroitalia. 1995 Licensing agreement with Marcolin for the production and distribution of the Dolce&Gabbana men’s and women’s eyewear and sunglasses collection (until January 2006). 1997 Launch of the new fragrances for women and men "By Dolce & Gabbana". 1998 Launch of the D&G eyewear and sunglasses collection produced and distributed by Marcolin. 1999 Launch of two D&G perfumes, D&G Masculine and D&G Feminine. 1999 Dolce&Gabbana acquires industrial holdings carrying out a strategy of vertical industrial organisation and takes over 51% of Dolce Saverio S.r.l. (now called Dolce & Gabbana Industria S.r.l.) as well as 100% of DGS, the company responsible for the distribution to privately managed sales points. 1999 Acquisition of 5% of Marcolin S.r.l., Dolce&Gabbana’s licensee in the eyewear sector (sold in April 2005). 2000/1 As of the F/W 2000/2001 season, Dolce&Gabbana has taken over the production and distribution of the lines previously licensed: knitwear, underwear, swim and beachwear as well as scarves and ties. 2000 Launch of a new line D&G Underwear for men and women (as of the F/W 2000/2001 season). 2000 Opening of a new Dolce&Gabbana Industria S.r.l. factory near Florence, Loc. Santa Maria Maddalena 49, Incisa in Val d’Arno (near Florence), for the production of small leather goods and shoes. 2001 Launch of the children’s collection D&G Junior (clothes and shoes for children, boys and girls), produced and distributed by Dolce&Gabbana Industria S.p.A. 2001

Company profile Relatively young company Very destinct style based on contrasts:
 * Authentic versus unconventional
 * "Modern classisim" versus Mediterranean flavor
 * Distinct style versus high level of innovation

Creative freedom because the main designers own the company Fully vertically integrated clothes lines and license products, except fragrances, eyewear and watches Primary competitors (financial): Christian Dior SA; LVMH SA; Benetton SpA; Guess SpA.

Brand: Dolce & Gabbana brand: Authentic, unconventional and contrasting Mediterranean luxury

D&G brand: Ecclectic and contemporary metropolitan glamour

Celebrities: 1993: Designed wardrobe for Madonna's "The Girly Show" Tour, D&G launched 1994 1999: Designed wardrobe for Withney Houstons world tour 2000: Design Madonnas "Music" wardrobe 2002: D&G design wardrobe for Kylie Minogues "Fever" European tour The Italian designers said: "We like Kylie's spontaneity, her freshness. "Kylie is the quintessence of the contemporary artist and her music and style capture the essence of the Dolce & Gabbana look - glamorous, hyper-feminine and modern." http://news.sky.com/skynews/Home/Sky-News-Archive/Article/20080641049675 2006: 3 outfits for Kylie Minogues "Showgirl Homecoming Tour"

Madonna: Friends and fans: "We love Madonna, so anything she asks we say yes, because we love the person, the style, the music--everything." http://www.glbtq.com/arts/dolce_gabbana.html

Stefano Gabbana: "She has the attitude. You can't define it using words; it's a mixture of charisma, fascination, sensuality, seduction and self-consciousness. These are the characteristics of the Dolce & Gabbana woman and she conveys them through her life and her choices." http://www.thisislondon.co.uk/lifestyle/article-23820919-madonna-dolce-and-gabbanas-shady-lady.do

Muse and icon:

Gabbana tells W Magazine, 'There was a sort of fear on our behalf of asking Madonna to do anything business. We thought it could impact our relationship, and Madonna is one of the few people we're really in awe of. To have Madonna in our campaign is a dream come true.' http://zedneram.blogspot.com/2010/01/dolce-gabbana-feared-hiring-madonna-for.html?zx=d1d8570d00e98265

The one thing that really made the designers' career, however, was when their clothes came to the attention of pop sensation Madonna. She has become one of the duo's biggest fans, and the feelings are definitely mutual. There are very few people from whom the two designers will take orders and design clothing specifically for, but for Madonna they will drop everything to help. http://www.notablebiographies.com/newsmakers2/2005-A-Fi/Dolce-Domenico-and-Gabbana-Stefano.html

Dolce & Gabbana fans of Madonna, concert 1990 and world tour 1993 http://www.swide.com/luxury-magazine/Faces/Celebrities/Madonna--Stefano---Domenico--The-beginning/2009/7/14

Dolce & Gabbana reply: "No, definitely not. Madonna is our muse, she is our icon. It might be hard work, but she is always worthwhile." http://www.independent.co.uk/arts-entertainment/music/features/dedicated-followers-of-fashion-629670.html

Stefano Gabbana: "She has the attitude. You can't define it using words; it's a mixture of charisma, fascination, sensuality, seduction and self-consciousness. These are the characteristics of the Dolce & Gabbana woman and she conveys them through her life and her choices." http://www.thisislondon.co.uk/lifestyle/article-23820919-madonna-dolce-and-gabbanas-shady-lady.do