SAMUEL JING at Dolce & Gabbana Work Diary (6): Consistency Within The Menswear Collection During Dolce & Gabbana’s Transition From Being Commercial To Luxury

Working for Dolce & Gabbana at the retailing front line is not that as simple as before. if you are familiar with the very old Dolce & Gabbana, a high-end brand is sweating with commercial metal plates on the bottom of their jeans, or anywhere is be visible on their merchandising. Today’s Dolce & Gabbana is pushing very hard on their dedication of the root of Sicilian culture and history, and the appreciation of the lifestyle legacy passed down from their forefathers. A much more collectable and luxurious Dolce & Gabbana is under the transitional period to push the art and design as their priority in order to compete the major A-list luxury brands such as Chanel, Louis Vuitton.

Taking any piece of Sicilian heritage could contribute a whole season’s design mood-board for Dolce & Gabbana. With the strong and fascinating backbone of rich history of Sicily, Dolce & Gabbana will never be lack of imagination in coming up wonderful artistic menswear designs for seasons. Taking one example of this outfit the author took from the Spring/Summer 2013 lookbook, a very silky material pants with a deconstructed tailoring structure, sporting those colourful Sicilian lifestyle prints, styling together with the short sleeve beige coloured strip knitwear top, and that special designed leather sandals/shoes.

Here comes a very controversial question: Will Dolce & Gabbana’s clients actually accept these? As what we usually know the seductive half-naked muscular well-fit male is their classic image, with their strong existing metal plates chasing highly commercial clients base, how Dolce & Gabbana could be successfully promote those loud and feminine to those sweaty gym-goer?! Maybe the design team will never really target those fashion elements to them in the first place. Maybe they gradually start to do it.

The reason you can find from the store visual merchandising of Dolce & Gabbana, they play safe and secure with separated zones: casual-wear, gym collection, tailoring collection, and fashion collection. Among those zones, they barely talk to each other; therefore, each zone has a specific customer base that aims at specific collection. It’s quite difficult to mix and mature those collections and convince them the benefits of it, such as the style of spezzato, styling tailoring blazer with denim jeans, chinos, sneakers and so on.

Even though the menswear fashion collection is getting better and better in terms of the consistency Dolce & Gabbana has showed from their womenswear. Consumers could find the similarity of collection for men and women but in different cut and fabric. We just hope the transitional period of Dolce & Gabbana could pass quickly, and teach clients what’s really fashion styles through their more engaged and interacted sub-collection. Here, there might involve loads of movements on menswear PR and advertising in a very generous but exclusive method to alter the brand image in client’s mindset.


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