Chapter Four EOC

1.) Currently, how many divisions do Dolce & Gabbana have in their company? Has it grown since this chapter was written? If so, how?

Dolce & Gabbana has many divisions such as their lower end line D&G, juniors, perfume, and accessories. Also “Through licensing agreements, the Dolce and Gabbana brand has extended in to women’s fragance.” (Brand Story, Joseph Hancock, page 64) I feel that the company has stayed about the same in size just for the fact the people are not buying as much of high fashion as they had done so in the past.

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?

I feel that Dolce & Gabbana filled a blank that was in the fashion industry. The brand is high fashion but is still obtainable and is sexy. I could never say it even better than this, “If Cinderella ever needed to replace her fairy godmother, she would call Dolce and Gabbana.” (Brand Story, Joseph Hancock, page 53) They push the limits that other brands would not to dare to do. I feel that Dolce & Gabbana have dressed stars such as Madonna, because they provide the sexiness and quality that she and other stars seek for. I think that these women are considered to be risqué but in my personal believe they are not a risqué as others may see them.  

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? 

I feel that in general that the gay and lesbian consumers do purchase different fashion brands then heterosexuals. The average male is not in to high fashion and most gay and lesbians are more fashion forward. “Dolce and Gabbana have surrounded with high style, sparkle, bling, but they love real people as opposed to the emaciated body types we have come to expect in luxury fashion.” (Brand Story, Joseph Hancock, page 57) I think that it was smart for Dolce and Gabbana to market to this consumer, because I do not know of another fashion brand that does market to them so openly. This group of people is a growing market and may give them a stronger brand follower due to the fact that no one else is doing so.