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Running head: DOLCE AND GABBANA OMNI CHANNEL MARKETING COMMUNICATION

Dolce & Gabbana OMNI Channel Marketing Communication
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DOLCE AND GABBANA OMNI CHANNEL MARKETING COMMUNICATION

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Dolce & Gabbana OMNI Channel Marketing Communication
Introduction
The technological expansion has greatly contributed to an increase in consumers'
opportunities to engage with different brands of communication. An OMNI channel refers to a
multi-cross channel strategy used by different organizations to improve their experience with the
audience across points of contact. In this system, various communication channels are designated
to work in corporate rather than in parallel. Therefore, it generally involves the integration and
the orchestration of different channels (Payne, Peltier & Barger, 2017). The organizations
experience the advantage of engaging across all the channels as opposed to one single channel in
isolation. Most marketers have been able to align a cross channel communication system with
different messaging brand strategies that are in line with the consumer touchpoints. The essay
will explore the DOLCE and Gabbana OMNI channel- communication and branding strategy.
Dolce and Gabbana's communication and branding strategy are among the most famous,
both nationwide and international wide branding forms. Marketers commonly use it as a cross
channel communication method. This brand can come up with a varied audience and a global
strong recognition. Dolce & Gabbana is the leading fashion and design brand and deals with a
wide range of products to fix men, women, and children's wear. It differentiates itself from other
brands through its unique and skilled designers, and it is characterized by bold prints and brightly
colored designs inspired by Sicilian traditions.

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Historical development
The brand was designed by two designers, namely Domenico and Stefano Gabbana. It
was developed in 1985. Creating this marketing brand came from Sicily and post-war neorealistic filmography, where the two designers decided to create a new marketing and
communication collection. In the branding channel's design, the two designers had their point of
strength and recognition, in lingerie and tailoring, and it was represented by a black lace, which
was to symbolize rigor and feminine sensuality. The woman of Dolce and Gabbana is a balance
between the modest and inhibited. It represents the current woman in the modern world, having a
strong and fragile personality. The woman is also taken as a concrete person and not just a
dreamer. The woman represented by the two designers is the Mediterranean woman. She is the
point of reference and muse as the two designers have highlighted the woman's shape and
personality.
Various symbols have been used to represent the woman, including the bustier, which
represents excellence among the feminine sensuality. This has been applied in the description of
the outline and emphasizes feminine bodies, mostly applied in the brand pictures. The Dolce &

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Gabbana image has images and colors of animals, and these have also been used to create a
sensual effect in the branding system. The classic lace dress represents the identification garment
of the Maison, and the used fabric has also marketed the brand in the world.
Evolution
In recent times, the Dolce & Gabbana marketing brand has undergone significant
evolution, moved away from the use of austere colors, and focused on the use of bright colors to
present the positive impact of Sicily. The new changes are composed of multi-colored majolica,
Sicilian carts, and Moors. These multi-colored items have been used to represent the climate or
the Mediterranean atmosphere.
Communication strategy
The two designers used the hashtag #DGFAMILY to communicate and reduce the
distance between creativity and consumption. This strategy is of use since it brings fashion as a
shred expression among different designers. Apart from their ability to succeed in fashion and
design, Dolce & Gabbana also invest in core value brands, the Italian Identity. It aims to
advertise its fashion shows, events, and activities to achieve consistent media visibility both on
small social media networks and social works. In each of the events, they present the theme in
every brand and different language, targeting a wide range of audiences. One of the
communications strategies is that the brand uses a strong communication strategy during its
presentations. Its values are strong during the presentations and collections in surreal areas. The
brand has received a strong inspiration comment by religion and the world sacred, represented by
colorful prints. In accessories, the sacred heart, putti, or crosses have been used to accrete a
difference with other world advertising campaigns (Acar&Puntoni, 2016).

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Fashion cycle and marketing segments of the brand
Dolce & Gabbana uses different fashion cycle types in its products, including the basic
trend, a fashion trend, and a fad. These are done to create fashion taste in its products. Its market
segmentation involves addressing rich, distinguished, and well-off families of people interested
in luxury fashion. The brand has adopted a premium pricing strategy, and it offers eccentric
goods with a high price and supreme quality. In the beginning, it was concentrated on female
wear, but with time, the brand advanced to reach a large number of people. It embarked on
diversification, including men's collection wear. The brand is presented in the craftmanship
segment with Alta Moda, Alta sartorial, and Alta gioelleria collections. Alta Moda, Alta sartorial,
and Alta gioelleria collections are composed of the fashion shows' apparel. These are used as
communication medium and image builders and are made to support its products, raising its
name and popularity (Tyler, 2020). The products are also aimed at the elite consumers since they
are quoted at a supreme quality and higher prices.

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Business model
The brand adopts a fashion designer's business model. The two designers have a great
contribution to the business model. Domenico Dolce, family history, describes him as raised in a
family that owned a small clothing business, and he worked in the business since childhood.
Stefano Gabbana studied graphics and designs. Therefore, the fashion and design business
models were greatly influenced by the two designers' experiences, both at the family level and at
the academic skills in fashion and design. Family skills also acted as a form of motivation and
passion in fashion and design (Tyler, 2020). Its company logo appears as shown:

Executive summary
Dolce & Gabbana, designed by two designers, is an Italian luxury fashion formed in
1985. However, it faces some challenges, for example, closure of the physical stores in India,
New Delhi. The brand also faced physical challenges in the Indian market due to government
policies and FDI government ...