EOC Week 4: Review Questions

1.Currently, how many divisions do Dolce & Gabbana have in their company? Has it grown since this chapter was written? If so, how? “The Dolce & Gabbana group consists of three distinct brands: Dolce & Gabbana, D & G, and D & G Junior.” (Brand/ Story, p. 54) The brand has not expanded since this chapter was written.

2.Do you think Dolce & Gabbana cater to the fashionistas that the rest of the design world has rejected? Why do you think they have dressed women like Isabella Rosellini, Madonna, Kylie Minogue, and Brooke Shields? Do you think these women are risqué? Why or why not? “Dolce & Gabbana believe that a woman should be strong, self-confident, and know that others like her, too. In their words: She is a cosmopolitan woman who has toured the world, but who doesn’t forget her roots. A woman who indifferently wears extremely sexy bras that can be seen under sheer clothes, contrasting them with the very masculine pinstripe suits complete with tie and white shirt or a men’s vest. She always wears very high heels which, in any case, give her both an extremely feminine and sexy way of walking and unmistakable posture. She loves that so-masculine cap imported from Sicily and the rosary of the first Communion that she wears as a necklace. She can indifferently be a manager, wife, mother, or lover, but she is always-and in whatever case-thoroughly a woman.” (Brand/Story, p. 58) All of these women perfectly represent the woman they are aiming to dress. They want to send a message to consumers that if you dare to be different then you can pull of Dolce & Gabbana.

3.Do you think gay and lesbian consumers purchase different fashion brands than heterosexuals? Do you think it was smart for Dolce & Gabbana to target this market? Why or why not? Gay and lesbian consumers do buy some different brands than heterosexual buyers, but that doesn’t mean that heterosexuals are not buying the brand at all. “Dolce & Gabbana was the first luxury brand to blatantly display the homosexual lifestyle. The gay and lesbian community viewed the ads as positive and uplifting, and homosexuals supported the message by purchasing Dolce & Gabbana apparel.” (Brand/ Story, p. 59)