D&G is a fashion house that was founded in 1985 in Milan, Itlay. It managed to enter the fashion industry very quickly due to the success of their haut.-couture designs. Thefashion house also launched a line of luxury complements, including perfumes, in 1994. Their first perfume was called “Dolce&Gabbana” and due to its excellent results in the market, the firm continuedcreating luxury perfumes that are still in our 2011 boutiques.
Dolce and Gabbana, as positioning analysis showed, has tried to appeal to both men and women of middle age, by creating a perceptionof their perfumes as symbols of uniqueness, passion, sensuality and wealth. To achieve the latter perception of the brand, they apply both smell and sight stimuli.
On the one hand, smell stimuli isdirectly provided to all consumers by the perfume itself. Dolce & Gabbana uses strong components to create powerful and unique colognes. The strong and particular smell of the brand perfumes areperceived by the consumers and further associated with the above mentioned values (attractiveness, elegancy, sexiness, uniqueness) .
Another stimuli they use is sight stimulus in their TV commercials,packaging, bottle designs and store style. In advertisement campaigns (usually on television) they almost always show the same profile of consumer: sexy, elegant, rebel, aristocrat and VIP, indifferent situations. They try to appeal to sensory receptors by showing elegant and shockingly sensual situations (men in small white swimming suit kissing a woman sensually in a boat, for example) to tryto potentiate the perception of the perfume as a tool for attraction. The use of celebrities in their adverts, as sight stimulus, also supports the desired perception of high quality, luxury brand.Famous actors and top models have advertized Dolce&Gabbana along the years; celebrities such as: Naomi Campbell, Scarlet Johanson, Claudia Schiffer, Eva Herzigova, Matthew McConaughey, Nicole Kidman,...