D&G Will Close The Dealer: No Order For 2012 Has Been Received.

D&G from Italy is not much different from Dolce&Gabbana in the eyes of many consumers in the Chinese market. However, unlike the enchanting charm of Dolce&Gabbana, the combination of T-shirts and jeans makes D&G look younger.

D&G, as a subsidiary line of Dolce&Gabbana, came out in 1994. The brand is still less than 20 years old, but the industry is beginning to keep coming to the news that Dolce&Gabbana will close D&G.

The Wall Street journal points out that prices are decreasing. D&G Will disappear from now on, Dolce&Gabbana will expand product line, cover low price lower market.

An insider close to Dolce&Gabbana pointed out that the decision to close D&G has not yet been made. Yesterday (April 5th) reporter learned from a domestic D&G dealer, "D&G did not give 2012. Order form 。 In the past year, we received thousands of styles from D&G for our choice, but this year, except for a few designs, D&G has no other action.

Or corrode the main brand.

The Wall Street Journal said that once the news was confirmed, it was held in September this year. Fashion Show It will be the last performance of D&G, which is only 17 years old, and the brand will cease operation in August of 2012. At present, Dolce&Gabbana has begun to inform the retailer of its cooperation.

CEO, Lu Qiang, Shanghai's first Oteri J manager and a variety of luxury goods companies, said that D&G will be merged into the main brand Dolce&Gabbana. The main reason behind this is that D&G as a sub line brand is too serious for the main brand.

At the beginning of its founding, Dolce&Gabbana invested $10 billion to build D&G, but because of this, high investment has made D&G's development deviate from its orbit. The Wall Street journal revealed that in order to ensure returns on investment, the price of D&G products had to be raised, which made D&G and Dolce&Gabbana clash on some products.

The establishment of "sub line brand" is aimed at expanding the target consumers. Sub line brands tend to attract more consumers at cheaper prices and products of different styles to increase their turnover. Lu Qiang said.

D&G is the main contributor to Dolce&Gabbana's performance. Public figures show that as of March 2009, D&G's performance has reached 45% of the company's total revenue, which is $222 million.

But when Vice cards threaten the profits of the main brands, the conflict between the two brands is gradually highlighted. In addition, D&G and Dolce&Gabbana names are very similar, often confusing consumers, and concise D&G seems to be more able to let consumers remember.

Does D&G play a role unclear?

McKinsey's "rising China luxury market" research report points out that China's luxury goods market has seen a dual change in the rapid growth of the total market and the more rational consumers. The report predicts that by 2015, China will become the world's largest consumer of luxury goods, accounting for more than 20% of global luxury goods market share.

"Cheng is also China, losing China." Cui Hongbo, chief executive officer of Lian Zhi Da brand management, told reporters that "the traditional luxury market has been gradually saturated. At present, Asia has gradually become a bright spot for the growth of the luxury market, with China as the most important one."

"For many luxury brands, if it can not be better developed in Asia, then the brand will grow feeble." Cui Hongbo said, "from a manager's point of view, if a brand is closed, the reason behind it must be a mistake in decision-making. Once the purpose and intention of the brand are not achieved, the decision makers often choose to close the brand. The birth of D&G is not clear about the logic and role of clothing brand combination. The brand is not selling well in China.

"Young D&G is also facing an awkward situation in China. Mainly facing the design of young people, but the high price of D&G has made it difficult for many young Chinese consumers to accept it. Consumers who really have the strength to buy this brand tend to choose a more mature and sexy Dolce&Gabbana. " Lu Qiang thinks.

"For luxury goods companies, brands can't get the appeal of such a market in the Asian market, and the value of the brand is easily diluted." Cui Hongbo said that D&G's influence in the old luxury market is not enough to make up for this shortcoming.