This side is made by a group of students from NYP, BM class BF, for our BM0203 Retail Store Management ICA2 group project. 
Nanyang Poly Business Management Retail BF Team 3 D&G Team Members: Lesley (Leader), Isabella, Pei Ni, Jaslin and Shao Ran.   Dolce & Gabbana Group In 1985, the company was founded by the Italian designers Domenico Dolce & Stefano Gabbana in Milan, Italy. Black in color and geometric in shape are the usual designs for their clothing. By March 2008, the Group’s consolidated revenues have increased by 21% reaching €1,266.6 million. Wholesale revenues reached €1,652.1 million, 55% for the Dolce&Gabbana brand and 45% for D&G. In addition to being the sole owner of the two brands, the Group is also wholly responsible for the management and control of the three business divisions: Production, Distribution and Licences. Additionally, as of 31 January 2009 the Group has an overall workforce of 3,828 personnel and a distribution network comprising 116 directly operated stores and 17 factory outlets. Furthermore, the group has two central brands:  Specializes in luxury items, is influenced more by designers and is more formal and 'timeless', responding to long-term trends rather than seasonal changes. It also sells sunglasses and corrective eyewear, purses, and watches. In February 2010, it was announced that American singer Madonna would design a collection of sunglasses set to be released in May of that year. They also have a set of fragrances, for men and women.  Slightly more casual line that follows an urban inspiration and attempts to set trends rather than follow them. It is the younger, more flamboyant line of the brand. Like Dolce&Gabbana, D&G sells watches as well as clothing, and have been voted the U.K's best luxury brand. In 2005–2006, a limited line of 1000 golden D&G Motorola RAZR V3i mobile phones were distributed by D&G boutiques and major Motorola retailers. In July 2009 D&G signed a lucrative deal with singer Alexandra Burke which will see her model their fashion lines in her music videos and in promotions. |
Retail store strategy
Thursday, May 27, 2010 @ 10:08 AM Retail store strategy-Sustainable competitive advantage By Peini One of Dolce and Gabbana’s sustainable competitive advantages is its location. D&G is located at 4 locations in Singapore at Wisma Atria, Forum the Mall and the newly opened shopping malls in Ion orchard and Mandarin Gallery. It is located in the town of Singapore where you can find most of the luxurious brands there. All four locations are located along at the stretch of orchard road. D&G located at only these few shopping malls, is able to stand out as a high end luxurious brand and display their status for their brand. As at these locations, you can find most of the reputable and big brand names. By selecting only these area for their outlets, D&G located at these areas is able to display its image of a luxury brand of unapproachable desirability distinguished for its high sartorial content and original styling of the apparel. D&G retail format strategy By Shaoran Customer service strategy: 1.) The store is huge, and extremely well-organised. Big but not cluttered, not empty. Everything is perfectly laid out and there is the perfect amount of stuff in the store. 2.) Good service. The staff is super friendly, not snooty at all, and extremely helpful. 3.) Wide spaces and provide private feel of the changing areas. 4) Give to the customer the D&G Fashion shows VCD/DVD of each season as a complimentary. Advertising strategy: Advertising is an attempt to get the message to the people at the time. To consolidate their leadership is important an intensive advertising campaign through television, cinema’s spot, magazines, internet (www.dolcegabbana.com/), and mobile. ADVERTISING OBJECTIVES: - originality - big impact - revolution Assortment strategy: Few categories, many items in each category: Fragrances, Jeans, Shoes, Underwear. Handbag, watches. Seasonal & special collection: Winter and summer collection etc. Mickey mouse collection, Beachwear collection, Special stud collection. Pricing strategy: Dolce & Gabbana is a high-fashion designer label so the price range is higher, but unlike some other smaller designer boutiques that only carry their most pricey items, this one has a wonderful range of goods and prices within their limits. Retail Market By Jaslin Retail Mix: Wide Merchandise Variety D&G offers a wide variety of products and that goes beyond just apparels. D&G also offers accessories that include footwear, bags and belts. Underwear and time pieces for both men and women are also part of their catalogue. D&G has their own collection of eyewear as well. D&G’s sunglasses and spectacle frames come in various shapes, sizes and colour. Last but not least, D&G’s fragrances are the ultimate art of self-expression: one collection for 5 eternal personalities. Assortment D&G offers a deep assortment of goods under different variety. The followings are the assortments D&G carries: • Apparels Under apparels, D&G has different categories such as Knitwear, Leather, Shirts, Pants, T-shirts, Sweatshirts, Suits and Blazer, Denims, Jackets and coats. For Underwear and Beachwear, D&G has different assortments like brief trunks, swimming trunks, Bermudas trunks, beach towels, beach sandals, brief, boxers, undershirts and pajamas. • Accessories Under accessories, D&G has shoes, sneakers, bags, belts, small leather goods, D&G jewels, D&G timepieces, and other accessories such as bow ties, ties, scarves, foulards and hats. Example, for shoes, they offer lace shoes, ankle boots, boots, sandals, flip flops and moccasins. • D&G fragrances Services The services provided by D&G stores are high as the staffs are well groomed and are well trained in interacting with the customers as well as product knowledge. In addition, D&G online store offers customer care service which included the guides on how to shop on their website, the size guide for Men and Women, Payments and Refunds, the deliveries guide on shipping duration, cost and information. It also has a function which allows the customers to check the orders status as well as returning of products. In addition, there’s a feedback form for the customer to contact their staffs for enquiry. Store Design, Visual Merchandising The store designs are sleek and modernized. Their visual merchandise also changed according to seasons where new arrivals are introduced in. In addition, the price tags are well hidden to maintain their brand image. They have specially designed hangers and mannequins to display their new arrivals and merchandise. Location D&G is located at 4 locations in Singapore at Wisma Atria, Forum the Mall and the newly opened shopping malls in Ion orchard and Mandarin Gallery. It is located in the town of Singapore where you can find most of the luxurious brands there. All four locations are located along at the stretch of orchard road. D&G located at only these few shopping malls, is able to stand out as a high end luxurious brand and display their status for their brand. As at these locations, you can find most of the reputable and big brand names. By selecting only these area for their outlets, D&G located at these areas is able to display its image of a luxury brand of unapproachable desirability distinguished for its high sartorial content and original styling of the apparel. In addition, they are located near high traffic area such as ION orchard which is located near the Orchard MRT station. Pricing Their pricing are high as they position themselves as a high end luxurious brand and this could lead to people with certain status would purchase their items. However, more of the younger generations are buying their products since D&G is a slightly more casual line that follows an urban inspiration and attempts to set trends rather than follow them. It is the younger, more flamboyant line of the brand. In addition, there’s a factor under quality as they uses genuine leather for their leather products which could lead to the higher pricing. 
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