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 Communication Mix - Jaslin
Friday, July 30, 2010 @ 12:09 AM

D&G uses both Paid Personal and Paid Impersonal methods.

For Paid Impersonal approach, D&G uses advertising to reach out to the mass. Usually, these advertisements can be seen on newspaper such as The Straits Times and magazines such as Vogues, Bazaar and Her world which are magazines that are target at working women. To advertise on these media, D&G has to pay quite a huge sum of money in order to advertise their latest collections of products to the mass.

Furthermore, D&G has sales promotions on special events such as their anniversary, New year period or during season period such as Chirstmas where they will hold special events and promotions for the mass.

D&G has always maintain their store image by making sure that the store atmosphere coordinates with their theme. For example, during Christmas period, the Visual Merchandise team of D&G will make sure that the mannequins and display coordinates with their Christmas theme as well as the headquarter in Milan, Italy. This is to show consistency throughout D&G stores no matter where they are located at. Another example is that the music played on the website can be the same as the ones that were played at the stores. This is done so as to create an image in customers' mind and also to portrait the image they want to customers.

Lastly, the website has to be in coordination with their store atmosphere as well to project consistency. In addition, to create website with E-commerce such as credit cards payments or mediacart requires money to set up. This is becasue D&G needs to hire professionals to help them design and set up the tools to allow customers to shop online at their convenience and ease. Moreover, D&G has to pay the maintenance fee in order to contiinue the online services.

For Paid Personal approach, D&G staffs are the primary vehicle for providing paid personal communication to customers. This is because through personal selling, salespeople satisfy the needs through face to face exchange of information. For example, salespeople are trained in customer service so as to provide a good customer service to customers as well as to act as a personal tool to understand customers' needs. With these additional factor, customers has to pay more in order to pay the sales staffs and in return, they will get to receive a personal treatment from the staffs via 1 to 1 communication.

Next up is the email. D&G inform customers of new merchandise, receipts of order or when an order has benn shipped. However, to enjoy all these special information, one needs to register as their member first. Thye can just register online for updates or spent a minmum amount of money to join their membership at the store where the staffs will help to key in customers' database.

D&G will also send direct mails to their members for certain promotions or it could be send by some credit cards company or banks or maybe through certain telecom companies where they have promtions during certain periods or for their rewards systems.