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Restrict Brands From Eating &Nbsp; D&G Will Be Returned To The Main Brand.

2011/4/25 10:00:00 48

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Limiting Brand Returns

According to people familiar with the matter, Italy

Fashion brand

Dole cut & amp; Bana brand (Dolce&Gabbana) is planning to develop its subsidiary line brand D&G.

reclaim

Under the banner of the main brand, this is to restrict the self eating of the two brands.

People familiar with the matter say that the D&G brand will come from this time.

market

It will disappear, but at the same time, apart from the more expensive series, Dole cut and Bana brand will expand its price range to carry lower price clothing.

This move is a bit risky.

Consumer

It will confuse the main line of producing sexy clothing with the production of young style accessory line brand.

Besides,

D&G

Brand is the main contributor to the revenue of the company.

Data for the fiscal year ended March 2009 showed that D&G brand accounted for 45% of the total sales of the company, and it was a high profit brand.

In order to attract more consumers, all fashion brands have expanded to a lower tier brand.

But they are careful to distinguish the different trademarks in two aspects: appearance and price.

It is very difficult to separate the D&G brand from Dole and the Bana brand.

Because they have similar names, consumers often confuse two brands. Unlike other second brands, they have different names, such as Versace's Versus and Donna Karen's DKNY.

The founder of the brand Domenico Dolce and Stefano Gabbana decided to buy back the licensing of D&G clothing brand 6 years ago to enhance the brand positioning.

The designer wants to make this brand (a popular fashion brand in 1993) become a brand that everyone can buy to better compete with fast fashion brands like Zara and H&M.

Dole cut & amp; Bana invested nearly $100 million in the development of D&G brand.

D&G brand has a new headquarters, and finally separated from the Dolce Gabbana brand.

Although most of the products of D&G brand still have to be produced in Asian and Mediterranean countries, such as Morocco and Turkey, the company has expanded its two Italy factories to meet its production needs.

According to people concerned, designers employ 300 people to produce D&G brand, but a lot of investment has sent D&G brand in the opposite direction.

The company increased the price to help offset the investment, which led to a lot of coincidence with Dole and Bana brand.

About 6 months ago, faced with the increasingly eroding of two brands, Domenico Dolce and Stefano Gabbana began to consider radically changing the D&G.

According to them, Dole cut and add Bana wants to put the D&G brand's many stores and wholesale business departments in the main line. The company also plans to retain most employees of the D&G brand, but there will also be some layoffs.