Dolce & Gabbana’s brand positioning from an American Perspective

You’re not a billionaire designer, so what cautionary lessons are you going to take from DG’s tax scandal? Leave that story for the shock-starved tabloid hounds. DG’s brand positioning is so much more instructive and compelling.
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Dolce & Gabbana brought Americans a modern Mediterranean aesthetic that’s more ornate, colorful, and sexually charged than Armani’s. I can absolutely appreciate the talent driving the DG brand. I want to float the idea that, for an American, “Mediterranean” is not the reason for DG’s appeal. This side of the Atlantic, I think consumers buy DG to go after an aesthetic I’d call Urban-Exotic, and Mediterranean imagery is a lukewarm expression of this quality. DG could broadcast its urban-exoticism with more impact. Urban-Exotic means sensuous, foreign (including but not limited to Mediterranean), modern, exclusive, finely tailored and a bit dangerous. And Urban-Exotic casts competitors as generic by comparison, since Hugo Boss and Band of Outsiders won’t go to the ends of the earth to bring home uncommon designs to New York clientele.

Joshua Eckert That’s the vine Nasturtium at the foot of the mannequin. While this scene triggers an audience’s emotional reactions to faraway places, it maintains the Mediterranean’s bold, clean lines and flooding light. Here’s a second concept, less modern than the first: Dolce & Gabbana Retail Design Concept ____ On a side note, DG’s decision to print retro-Americana shirts with Tyson, Coca-Cola, and Robots was bizarre, and WAY off-brand. Viewing these shirts from outside the company, I can’t make sense of how they are sexy, creative, or exclusive. They aren’t all bad-looking, but they dilute and decay DG’s brand.  I suspect that there’s an on-brand way to drive the same short-term revenues. Think Urban-Exotic.

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Dolce & Gabbana’s brand positioning from an American Perspective

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