What is the Dolce & Gabbana marketing strategy?
What is the Dolce & Gabbana marketing strategy? At the moment, luxury brands are also interested in interacting and maintaining regular communication with their audience. Why? Because it is the most efficient way to get data that can be used for a creative marketing strategy. Therefore, Dolce & Gabbana marketing has been betting on the use of social media.
There is no doubt that social media has set the standard. After all, it’s a place where marketing can take free rein when it comes to causing an impact on a target audience. But this is not all since, within this haute couture brand, other elements make up its strategy.
Today, we’ll mention Dolce & Gabbana’s marketing strategy and how it has been integrated into massive technologies.
What is Dolce & Gabbana?
Dolce & Gabbana is an Italian brand firm founded in 1985 by Domenico Dolce and Stefano Gabanna. It’s worth noting that this firm has represented true Italian fashion from its inception.
Similarly, Dolce & Gabbana has been able to stay in the trends because it has kept expressing new forms of elegance, always accompanied by modern classicism. This way, it’s a brand anyone can recognize for its vital innovation and creative content.
Who is the target audience for Dolce Gabbana?
By referencing Dolce & Gabbana’s target audience, we can determine that your segment caters to those with purchasing power or a medium/high or high-income level.
This is one of the reasons why they carry out a marketing mix strategy. This is where they take the product, price, communication, and distribution into account.
Now, this luxury firm’s target audience structure it’s made up of 35% men and 65% women. In terms of age, both men and women are in the range of 25 to 65 years. However, Dolce & Gabbana also caters to a younger audience (15 to 25 years old).
Luxury brands often neglect children in their strategies. Nonetheless, today brands like Gucci and Dolce & Gabbana create silk lines within their collection for a target audience under 13 years old.
What is the objective of Dolce Gabbana?
As we have just mentioned, innovation is one of the terms that can best describe Dolce & Gabbana. One of their main objectives has been the repositioning of the brand. For this, they have worked with marketing professionals when launching their brand.
Likewise, winning a new market has also been another of the relevant objectives of the brand. The curious thing about the matter is that this firm has always known how to stand apart from the competition, fulfilling its goals through a good action plan.
Likewise, another of the clear objectives has been to achieve a perception of luxury and quality among each of its consumers, taking into account that the public that follows luxury fashion is still in search of exclusivity.
So, although this brand has several objectives, we can conclude that its main ones are:
- The innovation to reposition the brand.
- Win a new market.
- Provide luxury and quality.
Dolce & Gabbana Marketing Strategy
Now, since we have reviewed the target audience and the objectives of this famous brand, we can mention Dolce & Gabbana’s marketing and how they have implemented it through successful campaigns:
Light Blue – 2013, Dolce & Gabbana marketing strategy.
Mario Testino’s company carried out this campaign to launch the “Light Blue” perfume.
They carried out a visual campaign to show the target audience what the Italian lifestyle is like and how it is part of the contemporary world.
Outcome: To date, this commercial has more than 9 million views, being one of the most important in terms of fashion trends.
In fact, according to data from the Forbes list in 2009, this was one of the four best-selling perfumes, making Dolce & Gabbana one of the 22 most trusted fragrance brands and approved by the American company Procter. & Gamble.
#DGFamily-Autumn – 2015, Dolce & Gabbana marketing strategy.
In this campaign, the main objective was the replacement of the brand. To do this, the designers decided to implement the values of Dolce & Gabbana and pay homage to the diversity of family structures, asking their followers to share images through their website and social networks with the hashtag #DGFAMILY.
Outcome: The brand collected 42 thousand images on Instagram through this campaign. Besides, it also generated a large amount of content on Facebook. Therefore, the brand met its objective by closing that year with profits of 1,055.9 million euros.
Spring/Summer-2016, Dolce & Gabbana marketing strategy.
The objective of this campaign was to be able to generate engagement on social media. All to create emotional bonds through the humanization of the brand. For this, the brand needed both the interaction of models and locals. Besides, models also took selfies with the locals while they walked down the catwalk.
Outcome: This campaign, accompanied by the hashtag #Italiaislove, generated over 19,000 posts on Instagram. It even created a new trend and recognition in Italian culture and traditions. On the other hand, after its launch, it becomes the protagonist of many artistic activities in honor of #Italiaislove.
Dolce & Gabbana is a leader in the field of fashion.
As we can see, Dolce & Gabbana’s marketing has remained focused on social networks.
Similarly, their success is because they have relied on pundits and marketing experts to achieve their goals.
At BluCactus, we can create the marketing strategy your luxury brand needs since we have specialists in the fashion industry. You just have to contact us, and we will gladly assist you.
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