1. Currently, how many divisions do
Dolce & Gabbana have in their company? Has it grown since this chapter was
written? If so, how?
“The company produces designs for
women's and men's clothing, shoes, bathing suits, lingerie, and accessories.
The company also designs a children's clothing line, and develops eyeglasses
and fragrances produced under license. Products are grouped under two core
brands: Dolce & Gabbana, and D&G Dolce & Gabbana.”
(FundingUniverse)
Dolce & Gabbana and
D&G are the two finest divisions in D&G fashion industry.
D&G designs informal brand of clothes at affordable prices,
whereas Dolce & Gabbana aims at making lavish and luxurious wear
which are costlier. They also have a division for children below the age of 13, D&G Juniors. The Dolce & Gabbana Clothes range remains
the same throughout the season where as D&G fashion clothing change
on a regular basis.
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 Brooke Shields? Do you think these women are risqué? Why or why
not?
Dolce & Gabbana are well known to be very daring and cross boundaries in the fashion industry. They apply that sensual sexy womanhood to their clothing making women feel confident, sophisticated and seductive. They use real women with curves and amazing bodies to portray their image. They don't use the average skin and bone models that most designers use in their brands image. This attracts the woman consumer who has an hour glass figure and is a power woman who wants to feel sexy and confident to shop at Dolce & Gabbana, and she leaves satisfied and empowered.
Dolce & Gabbana's designs became steadily more sensual toward the end of the decade, as the pair heightened what was described as their celebration of womanhood. This "celebration" continued to attract celebrities to the young design team's creations. An important early customer was Madonna, who told WWD: "I like their designs because they make clothes for a womanly body. Most designers seem to be making clothes for girls with stick bodies who are flat-chested, but I always appreciate my own voluptuousness when I'm wearing their dresses." (FundingUniverse.com)
“Dolce & Gabbana creates products that sparkle and has managed to change the staunch and uptight image of luxury fashion, making it fun and exciting for everyone.” (Brand Story, p.53)
3. Do you think gay and lesbian
consumers purchase different fashion brands than heterosexuals? Do you think it
was smart for Dolce & Gabbana to target this market? Why or why not?
The gay and lesbian community are more creative with their fashion sense. They like to shop for clothing that represents who they are and clothing that are glamorous, daring, and exciting. Dolce & Gabbana took a genius approach in catering to the gay community. Being a company that was founded by two gay men they had the advantage of knowing what the gay community liked style wised. Finally the gay community didnt feel ignored and wanted to wear clothing that represented and celebrated them.
“Dolce & Gabbana’s advertising have added to their controversial image. Borrowing from cultural and social ideologies as well as from current trends, each of the ads is a story that increases the brand’s mysterious image.” (Brand Story, p.54)
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