By definition, ‘promotion' describes the messages that are sent through various media and are directed by a company towards its various stakeholders. It is intended to create a positive image of the brand and its offerings. Promotion is a fundamental element of the marketing strategy for the company activities. It can produce original and clear information about their products and persuade customers to buy the products.
In the luxury market, the products are already highly symbolic and imbued with meaning. Critics often blame the advertisements for luxury brands, their blandness and their excessive focus on the product. In the luxury market, it is essential that the communication serves the product and the brand and not the reverse.
Tags: Luxury brand advertising, D&G marketing, D&G communications
[...] The D & G was logo affixed to the bottom of the page with the initials of Dolce & Gabbana i.e the names of designers Domenico Dolce and Stefano Gabbana. The communication strategy Target All men and all women aged between the age groups of 18 to 35 years, living in large cities and suburbs were mainly targeted. Stylish men and women who had an interest in fashion and trends looking for perfection were also targeted. Such people regularly read the magazines related to fashion and its market and gave special attention to their appearance. [...]
[...] In luxury, communication is an essential function to serve the product and brand, not vice versa. Dolce & Gabbana has chosen its new eyewear collection as a part of its display to the press to collect views. The press allows the brand to showcase its products time to time, to perform with respect to selectivity in the target (these products are repeatedly mentioned in the trending magazines like She, Glamour, Cosmopolitan, Biba . The display for such products are done in various places where people can access it easily and getter a better sight of it and this medium helps D & G to set its notoriety. [...]
[...] Analysis of communication campaigns of Dolce and Gabana The promotion for this company included sending messages through different media, by the company towards its various stakeholders and it intended to create a positive image of the brand and its offerings. The promotion is a fundamental element of the marketing strategy for its activities and can provide original and clear information about its products. It can also convince the customers to buy these products. All these promotional activities successively identify the target, determine the objectives, design posts, to assess the budget and it finally involves measuring the results. [...]
[...] We are facing a minimalist advertising, which requires a visual and no text. Only luxury brands such as D & G can afford this attitude. No word or text is necessary because the notoriety of D & G is already acquired. This advertisement seeks only the brand in people's minds, make them remember the brand and present at the same time two glasses of the new collection. Selected Bibliography Consumption and luxury Benoit Duguay Luxury, lies and marketing: But what are the luxury brands? [...]
[...] The picture shows a girl and a boy. The choice to use both kinds can present a mixed collection which affects both men and women. The colors are pale and agree perfectly with the blond hair of the two models. The pink color of their cheeks and their lips brings out the color of flowers. The color choice is associated with the fashion trend of spring 2008: a trend ethnic chic, closer to nature, friendly world around us, greener and fresher. [...]
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