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Launching of the perfume brand of Dolce & Gabbana

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market study
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  1. The potential for the luxury market
    1. Definition of the luxury market
    2. Specificity of the Brazilian market
  2. The characteristics of the luxury market in Brazil
    1. The main established luxury brands in Brazil
    2. The origin of Brazilian imports
    3. The different strategies that a foreign company may adopt

The scent that was once used for religious and medical reasons is now the symbol of luxury and femininity. Around the world, Dolce & Gabbana is the symbol of Italian glamour. The brand is synonymous with class and luxury of eternal maverick and combines season after season, with innovative ideas.

Its unique style and sensual features seduce both movie stars and celebrities of the musical world, giving it the status of a legendary brand. These factors create a concept of dream that gives the brand all the keys to successfully create and develop a range of fragrances.

The fragrance market for women is a very competitive market. Indeed, between the designer brands and perfumers who benefit from their reputation, one might think that the market is relatively closed to a newcomer. But in reality, women are very sensitive to news and are tempted by a new fragrance developing a particular universe, and the role of communication and distribution channels is critical.

D & G is a sub-brand inspiring everything that is contemporary. It represents freedom, irony and irreverence. This mark is appreciated by innovators, and is called "second line". It is more affordable than the original mark. It includes accessories that do not exist under the brand Dolce & Gabbana, such as watches.

Women place more importance on the cosmetic products in particular, and to perfumes than men. Moreover, for both men or for women, the smell or fragrance is the test of choice to buy a perfume. In contrast, the smaller is the quantity, price or quality.

One can also notice that irrespective of their age, most French people buy perfumes. In addition, the budget dedicated to a person's purchase depends mostly on his own income and also the gender. Indeed, a man spends less money to buy a perfume for a woman.

A perfume is a smell or odor usually a composition more or less persistent naturally emitted by a plant, animal, fungus, in the environment.
In nature, scents are often chemical and biochemical messages, including plant hormones or pheromones.

Dolce & Gabbana is a company of ready-to-wear based in Legnano (Milan), launched in 1985 by two designers, Domenico Dolce and Stefano Gabbana. The brand is characterized by the existence of important collections both for women and for men.

Dolce & Gabbana are very popular in the world of movie stars, music or sport, D & G dress including JenniferLopez, Madonna, Gisele Bundchen, Monica Bellucci, Isabella Rossellini, Kylie Minogue or the soccer team AC Milan.

At the creation of the brand in 1985, D & G reported that their influences were "Armani for discipline, Alaia for madness, for his concept of Chanel couture and Jean-Paul Gaultier for creativity."Dolce & Gabbana has now risen to the level of its models and is comparable to brands such as Versace, Gucci, Prada and Moschino.

Therefore, we can learn that women are more important to the cosmetic product in particular, perfumes than men. Moreover, whether for men or for women, the test of choice to buy a perfume isthe smell.

In contrast, the smaller is the quantity, price or quality. We also note that regardless of age, the French buy their product for the majority in perfumery. In addition, the budget spent by any person on a fragrance depends mostly on the income but also by the sex of the person. Indeed, a man spends less money to buy a perfume than a woman.

Tags: Dolce & Gabbana, launch of perfume , market survey and strategy

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