EOC Week 4 Chapter Questions: Dolce & Gabbana

1. Dolce & Gabbana currently has two divisions Dolce and Gabbana and Dolce and Gabbana Jr. They still have the same number since this book was printed, but they have become way more popular. They are known as one of the top luxury brands in the world. Many people know them for their wildly provocative ads and their impeccably crafted clothing.
2. I don’t think that Dolce & Gabbana try to cater to the fashionistas. I think they try to be unique be creating very trendy clothing. They have styled many women that some would consider risqué. I myself do not find these women risqué, but I think that Dolce & Gabbana place these women in their clothing to make bold statements. Dolce & Gabbana prove their love for curvaceous real women by featuring them in their ads. 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 complete with tie and white short 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, Joseph Hancock,Pg.58)
3. I think gays purchasing patterns are extremely different from that of heterosexuals. Typically the gay and lesbian consumers are more into the fashion world than straight people. Dolce and Gabbana realized this a long time ago and ever since they have been pushing their marketing efforts toward these consumers. I think that this way a genius move on the companies part. They may get a lot of flack about their ads but I think that they are a brilliant company!