Retail IdentityDirect Channel:

Flagship Store

Concept:

An unique concept store: Opened during the Milan Fash-ion Week, the designers picked from the collections of 25 young designers to feature alongside their own acces-sories on the Via della Spiga (Milan’s Fifth Ave.) called Spiga2.

Feature:

Two stores, Spiga 2 and 26, are inter-connected by an escalator. The dark colored interior wall holds a strong contrast against red sofas, along with lace corset dresses displayed behind glass, emphasizes the Sicily origin as well as the luxury brands concept of formal and timeless style.

Retail Identity“If customers choose a luxury brand, they don’t look only for high quality,

innovation and attention to details, but they also want to enter a dream world and feel like superstars.”

Stefano Gabbana

Concept: In the store, you feel like a superstar and being in part of a movie. You find Sicilian beauty become royal, luxurious and stylish.

Features: Recreating a supreme and royal dream world.

Materials: Black straight columns, grey floor, crystal chandelier, red sofas, black shelves, display behind glass, golden framed royal mirror and chair, black and white advertisement photos.

Colors: Gold, black, red, grey, white and with diffused lighting.

Images: Classy, royal, stylish.

Style: Sicilian, luxurious, sexy.

Flagship Store: Spiga 2 and 26 in Milan (Women’s wear)

Multibrand Store: la Rinascente, Antonia Bontique

Online stores: Browns, Diabro, Eleonora Bonucci, Harrods, Matches, Mytheresa, Neiman Marcus, Nordstrom, Yoox

Retail Identity

Referencehttp://fashionista.com/2010/09/dolce-gabbana-are-well-done-chickens-open-new-store-to-showcase-spring-chickens

/http://nymag.com/fashion/fashionshows/designers/bios/dolceandgabbana/

http://www.fashiontraveller.com/brands/dolce_gabbana/stores-in/italy/milan/http://www.wallpaper.com/fashion/dolce--gabbana-interview/1995

http://www.answers.com/topic/dolce-gabbana

Retail Identity

Dolce&Gabbana: Brand Identity “It does not seem likely that many people

could have envisioned a way to turn dis-tressed jeans or sluttish corsets or pointy-toed shoes or slick suits or foot-ball jerseys into an irresistible global ex-port. Yet Mr. Dolce and Mr. Gabbana did.”

--- Guy Trebay ,The New York Times

• Brand concept in three words: Refined, sen-sual and luxurious. (Domenico Dolce)

• Dubbed "the corsets-and-pinstripes look" by Time International in March 1999.

• Achieve a mood of "comfortable elegance.” (Women's Wear Daily , fall 1999)

• Featuring animal prints, vibrant colors, high-tech and experimental fabrics, and inner-wear-inspired items.(late 1990s and early 2000s)

• The sexy Sicilian look is the permanent theme of Dolce&Gabbana.