Brand Identity Case Study of Dolce and Gabbana

Dolce and Gabbana

by Shamsul
Dolce and Gabbana
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Brand Identity Case Study of Dolce and Gabbana


Brief Introduction to Brand Image:

The brand, Dolce and Gabbana, was created based on an audacious women’s idea. The brand reflects the self-love and self-worth properties through each article. This well-known brand has been leading the fashion industry with its unique and symbolic articles. Let’s light on how it became what it is today i.e. its brand identity.

Brand Identity:

The message that any brand plans to convey to its buyers through its services or articles. The brand keeps it in mind while shaping any campaign or activity. It can be portrayed in the form of tagline, personality, or just hidden in what they do. Brand image and brand identity have close relations but are distinctive. The former is based on how a buyer observes a brand while the latter is what and how a brand plans its customers to interact with the brand.

Value of Brand Identity:

Brand identity is one of the most valuable assets of any brand whose value and importance cannot be duly stressed upon. Any brand’s identity makes it stand out.

Brand Identity Aids Brand Image:

Your brand’s identity is in your hands to some extent while how a client feels about your product or service i.e. the brand image is not. So, a clear and better image of the brand is dependent on brand identity.

Highlights the Difference:

Brand identity is the chance of any brand to stand out and develop a marketing plan that differs from the competitors. A brand can also use it to attract the desired client base.


Adapting to new market demands is necessary but having a consistent set of core values is a brand’s expression and visual tool. Brand identity keeps a brand consistent.

Brand Identity of Dolce and Gabbana:

The fashion industry knows these two as the most creative minds to come up with unique ideas. Their brand story is incomplete without an understanding of their own story.


Domenico Dolce and Stefano Gabbana were born in Sicily in 1958 and 1962.  Dolce had the opportunity to have a firsthand experience of the fashion industry through the small-scale family business while Gabbana went to study graphics. They initially met in a fashion house in the 70s as designers. But their actual connection started when they had to become roommates as Dolce lets fashion house and Gabbana was looking for a place.  This connection of living together grew stronger when they saw their fashion designs and thinking has meshed. The brand, Dolce and Gabbana, initially came into being when they started working on designs together.

At first, this brand wasn’t having enough finance so it was quite simple but in 1985, they got a chance to exhibit their debut collection of real women in Milan Fashion. At that time, they used their friends as models, bedsheets as curtains, and the accessories brought by various friends. These boys, as people called them, weren’t having many funds but their talent brought them to the attention.

The bigger fame actually initiated with they became friends with Madonna, who ordered a jacket and a corset from them. Other than these two articles for the “Truth and Dare” film launch, the 1993 Girlie show collection was also designed by them on the selection done by Madonna. Since then, a Sicilian effect is visible in each article.

Business Growth:

The brand didn’t stop at clothes but also introduced a wide fragrance range. They launched an eyewear line and music CDs.  In 1996, they had their 10th anniversary on which the book “Ten Years of Dolce and Gabbana” was published. 3 years after the 10th anniversary, they launched a kid collection, then debuted a kid clothing slow in Florence, and opened a Dolce’s design-based lamp-making store in Milan.

Sicilian Aura:

This brand conveys the vibe of bold, blessed, fashionable, and courageous women. In the start, the Sicilian style wasn’t of much interest for Dolce although he grew up there but with the help of Gabbana, he not only realized the aura of Sicilian style but also made it a brand expression and impression. Their muses, Madonna, Gina Lollobrigida, Sophia Loren, and others were a personality while the sensual collection was a hit.


D&G Brand Identity:

D&G has a black, white, and gold logo which represents the color of secret, purity, and achievement. This brand reflects it all in each design. It has a main focus on women and menswear, both are uniquely lavish, glitzy, and deluxe. The brand has never left its Sicilian touch even though its expression is unconventional and lavish. Their articles are full of passion, innovation, and the roots of their origin. D&G women have a high amount of elegancy and a decent aura while the D&G men are about the care in detail. The whole brand image is of a successful individual and a brand thorough and thorough.

Targeted Customers:

This brand is identified as a luxurious brand having decent and classy customers. Its targeted customers are what it portrays. It attracts fashion addicted trendsetters from the infants to 50 years old range. Its innovative ideas, bright colors, and beautiful designs are attractive to anyone with an appreciating eye. It could be any socialist, actor, model, celebrity, or anyone. Its targeted customers usually fly through private jets, dine in fanciest restaurants and stay in luxurious places while planning to attend an upcoming event. It targets the individuals having a vision toward success and details.

Iconic Designs:

This brand has a separate place for its black lace, pinstripe, Italian staples, and animal prints. This brand has various iconic designs as it decided on its identity very early. Its designs are a trendsetter in Italian fashion and the global clothing industry.

Famous D&G Designs:


This brand works on portraying women as strong individuals so they symbolize women by removing the masculine element of traditional suits. Even at the start of the brand’s career, they designed a pantsuit by using pinstripe, sequins, leather etc.

This high-end brand has quite high prices so if a customer can’t afford then they prefer to get second-hand D&G pieces through consignment stores. Its regular customers are ready to pay whatever it takes to look this classy.


Marketing Strategy and Marketing Mix of Dolce and Gabbana

In order to investigate the marketing strategy and marketing mix of Dolce and Gabbana, we are going to study four important things that are called as 4Ps. This stands for Product, Price, Place, and Promotion. With these four factors, you can easily understand the business framework of Dolce and Gabbana. It also involves price adjustment, product innovation, advertising strategies, and other business approaches. These things help the company to establish itself as a successful and popular brand in the world. With the help of these factors, the company can position itself in the competitive market and can achieve business objectives. Read the complete marketing strategy and marketing mix of Dolce and Gabbana.

Dolce and Gabbana is a renowned Italian fashion brand in the world with strong brand awareness. In 1985, Domenico Dolce and Stefano Gabbana founded this company. The company is fully operational in more than 40 countries of the world with several outlets.

Product Strategy of Dolce and Gabbana:

No doubt, Dolce and Gabbana brand is one of the leading fashion brands in the world with a strong market share and brand image. It offers a wide variety of products for men, women, and kids. From clothing to footwear, bags, jewelry, and other accessories, the company manufactures a plethora of products. The main attraction of its products is its bold prints, bright colors, unique patterns, and well-crafted features that make the company special from other brands. The main product portfolio of the brand is its luxury and premium products. In short, Dolce and Gabbana is a trendsetter when it comes to the latest fashion items. It also sells plenty of accessories like makeup products, belts, sunglasses, perfumes, and much more. On the other hand, the company has collaborated with several clothing brands to enhance its market share and product portfolio.

Price Strategy of Dolce and Gabbana:

As a luxury brand, nearly all of its products are highly-priced. That’s why its customer base mostly consists of rich and elite people. Its products are considered the status symbol and the company set the price of its product accordingly. When it comes to customers, it has a loyal consumer base that loves its highly attractive and beautiful products. Many famous celebrities endorse the brand which is another major reason for expensive products. From Angelina Jolie to Jennifer Lopez, Madonna, Scarlett Johansson, and much more, there are several famous faces that endorse the brand.

Place and Distribution Strategy of Dolce and Gabbana:

Currently, the company is operating in several countries. They have fabulous stores and outlets in prime locations of the world. So, customers can easily find and purchase its products from anywhere. This kind of availability hits the brand-conscious customers differently. Most of its customers can easily afford its luxury products and these people are the main reason for the revenue generator for the company. Dolce and Gabbana also have a strong online platform and sells its product through many e-commerce channels including the company’s official website. Moreover, the company also offers special discounts and vouchers on different products at special events. Overall, the company’s place and distribution strategy of the Dolce and Gabbana brand is really awesome and they are earning huge profits and market share just because of their smooth strategies.

Promotional Strategy of Dolce and Gabbana:

The company promotes the brand through different channels such as websites, social media, TV ads, and billboards. They also promote their products through magazines. The association of other brands with Dolce and Gabbana is also a big reason of the promotion of the company. It is necessary for the company to avoid negative promotions because they can damage the overall image of the brand. The company connects with its customers through social media. In this way, customers can easily send their queries to Dolce and Gabbana. The company has also launched a mobile application to give a one-on-one experience to its users.


D&G brand identity was of a bold woman but with the passage of time, changes and evolution are observed. It worked with well-known models, celebrities and created a market influence. It has developed a positive emotional connection with its buyers that compels them to buy from the brand. The brand is highly inspired by Sicilian women. It attracts and targets high-end women and men from all across the globe. The story of Dolce and Gabbana itself has a great influence on the image and identity of the brand.


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