Vanessa2014-2015 FASHION MANAGEMENT PROJECT

NEVER WITHERED

The Little PrinceThe further of brand

Dolce&Gabbana

content

When you fight... I express myself, he express es himself, and I defend my opinion, and him too. I don't know. Maybe he tried to convince me to do it red and I try to convince him to make it white, and maybe in the end we do it black. -------------- STEFANO GABBANA

.On DuJia class(Dolce@Gabbana) brand filesEnglish name:Dolce@GabbamaCountry:ItalyCreate s:1985Founder:gay people dumayn o i c o " s d o l e z ( D o m e n i c o Doolce)and Stcphen"s jia ciass(Slelano Gabbana)Fashion style:costly,sexy,gloryProduct series:women"s,men"clothing,underwear,perfume,deserve swimsuit,leather,watches,glasses

Brandintroduction

D&G launched in 1994, as Dolce&Gabbana side line, young people aspire to become a popular symbol of European style. At present, D&G's thunder has exceeded its first-line brand. With the ancient spirit demon to describe this brand a bit too much, known as the two best fashion brand designer group of two with its offbeat fashion style to conquer a large number of young people. D&G deep fascination with the classical and romantic combination of Sicily, from Italy amorous feelings, the fantastic mix of classical and modern vivid blend together, give people a strong visual impact. As for fashion circles bring style and creative vitality of the brand.

Brand Targeting1. Cultural creative, intellectualists, innovators, luxury travelling.2. Affluent customers willing to spend more than most. Upper middle class – high society 8—40age

D&G emphasizes sexy curves, and mostly black, with simple color generous, with people with noble fashion sense, unique creativity also let D&G shine, more let a person infatuation. D&G deep fascination with the classical and romantic combination of Sicily, from Italy amorous feelings, the fantastic mix of classical and modern vivid blend together, give people a strong visual impact..

BRAND IDENTITY

Dolce & Gabbana's clothing has always been to Catholic women in black on the body as the main color, southern religious color also transferred to the pattern of performance on. In addition to the south of Sicily in Italy inspired, emphasizing the sexy curves, like underwear style vest clipping collocation suits, is the most typical Dolce & Gabbana costumes.

The exhibition will often play classical music, makeup, hair and the Mediterranean has a black head of hair and southern women's body models are operating out of southern Italy Sicily style, almost to become Dolce & Gabbana unique symbol style.

Marketing MIX － priceHigh price productsFor a bag € 450 - 1500 R-T-W € 100 - € 1500 Gifts& Accessories € 80 - € 500

Marketing MIX － placeDirectly Operated Stores , 24 franchising stores, The wholesale channel (department and multi-brand stores), E-commerce

Marketing MIX－ Promotion

2013AWAdmittedly, there are countless surprises waiting for you reader D&G annually.Every time the curtain call of the human sea tactics are exciting. 2013 wall opening and red lace curtain shocked

2014SSDG2014 spring and summer series depicts one spring brilliant scenery. And in Sicily group of two, seems to have no intention of fresh stretch, but is the latest lawsuits are still proud head, successful declaration.

2014AWThe scene shows a dozen sets of black widow in the other, princess, fairy, owls, foxes, squirrels and swan and other fantasy elements of chaos, their existence but like a breath of fresh air. All these elements t h rough the s t y l e o f pu r e applique details to achieve. Blue brocade tight dress owl especially impressive, the lovely and perfect together.

RUNWAY

Ornaments

Marketing MIX product

Sun glasses

bags

Shopping Expenence---online

Sponsored link of :google, yahoo, Baidu(China), Naver(Korean), Fresheye(Japan)

Fake e-shopping: �You cannot actual purchase in Chinese website, instead of collect information only.�

Communication mix

Advertising

NEVER WITHERED

PROPOSAL Red, which attracted the world's views and carried on the long cultural history of China, is still the basic color of women’ tone chosen by designers in this modern society where the women' social status is more stable.

The inspiration of fashion comes from Europe in the 19th Century. In the entire series, the romanticism fills everywhere. Whether it is rose or branch, they are distributed with the designer’s exuberant vitality. Flowers shuttle back and forth across the clothes. The use of tassel makes the female body lines partly hidden and partly visible. Designers make a good use of profile of draping design style, which inherits a designing style of the master Rei Kawakubo. Furthermore, the collision of red and black makes people feel more energetic and mysterious to clothing.

In the choice of material, the designer also applies the popular Eugen yarn to match with it. Eugen yarn and tassels benefit from each other on the indication of female’s body contour.

Let’s have an overall look of the entire series. The designer looks like to present a picture in which a passionate woman, who is in the rose garden, is sometimes warm and chic. At times, rose turns to be the main character, but sometimes the contrast between red and black col l ides passionately. It is such a picture that let person linger.

The beard

The Flower Hat

The man with the flower

INSPIRATION BOARD

White flowers of the worman

COLOUR CHART

PANTONE 1791C

PAMTONE WRIHT

PAMTONE BLACK

PANTONE 370C

PANTONE 191C

PROCESS

OUTFITSOUTFITS

The Little Prince

proposal My inspiration of the clothing is from the little prince. The little prince was a child from another planet. One day, a grain of rose seed fell in his planet, and it rooted, germinated. Before that, the little prince had never seen roses! He was curious about this rose. But the little prince was still too small to understand the real love meaning of it. Therefore, by combining the planet 71 and rose, I designed men’ series on the basis of the printing of the stars and flowers. A designer once said: printing is a new logo. Actually, after the longitudinal comparison of European and American major suit fashion style, I found that they all extended to printing. The inspiration of Fashion silhouette emerged from British men’ favorite suits series. Those suits tailored suitably and designed with the splicing collar not only let people feel capable but also wearing fashionable.

INSPIRATION BOARD

Black & white and color of the impact, the perfect combination of stars and

flowers

INSPIRATION BOARD

Colour Chart

PANTONE BLACK

PANTONE BLACK

PANTONE COOL GRAY 11C

PANTONE COOL GRAY 9C

PANTONE COOL GRAY 3C

SKETCH

OUTFITS

FASHION DESIGN MENSWEAR2014.12.6

THEFURTHEROF

BRAND

Abstract:With the rapidly changing social

and economic environment, the

concept of post-90s have arisen

and attracted more and more

concern in the field of marketing.

Post-90s become the main force

in promoting world consumer

trends. Their ability, awareness

and speech right to buy are

affecting strategies of many

brands. Losing this consumer

groups means losing the future

market.

Only by having a keen insight

into the post-90 consumer’s

psychological characteristics,

finding a real business chance

and making marketing decision

correctly can the marketing

strategy be effective. This paper

first introduces the concept and

personal characteristics of the

post-90s to laid the foundation

of studying the consumption

psychology and the behavior

characteristic of the post- 90s;

secondly, on the basis of their consumer

psychology, the analysis of their consumption

behavior is presented; it is hoped that the

results of this study can contribute to a variety

of strategies for enterprises aiming at the main

consumer groups of post- 90.

The post-90s are Chinese citizens born from 1990 to 1999, but sometimes also refers to all those who are born after 1990. They are the same as the post-80s, because both of these two generations are born in China after the reformation and opening-up, but the difference is that the post- 90s are born in times when the reformation and opening-up has shown remarkable achievement and information is rapidly developing in China. So the post-90s can be seen as the prior experiencers of the information age.� �=n^� mh� ma^� bgÜn^g\^�h_�<abgZ�_Zfber�ieZggbg`�iheb\r%� ma^�ihlm&2)l�Zk^�`^g^kZeer�hger�child and up to date the majority of them are underage. With the development and changes of the times, thoughts and ideas of the post-90s are distinguished from the older Chinese. Meanwhile, they are different from previous people in terms of values and behaviors.

I．Something about the post-90s1.1 The definition of the post-90s

(1) The strong ability of acceptanceWith the rapid development of network in the information society, all kinds of information are full of l`]�hgkl%1(k��da^]$�kg�al�ak�fgl�\a^Ú[mdl�for them to develop the ability of acceptance. Seen from the family situation, they have broken a lot g^� ljY\alagfYd� ^Yeada]k&� HYj]flk��attitudes towards life have changed greatly, and their independence and development directly affect children so that the post-90 children grew up in the myriads of changes in the environment to choose to live the way they like with little effect of old ideas from their parents. They also learn to choose among the many complex things from they were a child, and their ability of acceptance cannot be caught by the passing crowd.

(2) Self-centralizationFrom a psychological perspective, self -centered means that when considering they make a reference of their own subjective consciousness o`ad]� d]kk�g^�gl`]jk�� na]ok&�9k� l`]�only child, the post-90s locate in a �kh][aYd��[]fl]j�hdY[]� af� l`]�^Yeadq&�With the remarkable improvement of the living standard, parents are able and willing to meet some of the requirements put forward by l`]� [`ad\j]f&�9k�Y� j]kmdl$� [`ad\j]f�may form a habit of wanting what l`]q�oYfl&�9k� dgf_�Yk�fgl� lg�e]]l�the requirement, they will be crying. Under this case, parents will agree to meet them. By doing this, children form the habit of regarding their ideas as the most important without any considerations of other people's thoughts. Thus, a self-centered personality is formed.

1.2 Personal characteristics of the post-90s

(3)Internationalization9dgf_� oal`� l`]� _dgZYdarYlagf� g^�economy, international exchanges become increasingly close. Living in the completely opened and informational environment, the pos t -90s not on ly grew up in the exchanging with the world, but also follow the pace of the world under the influence of their conscious parents. They can speak English natively, sing English songs purely, and has very small cultural dif ferences from international peers. In addition, they are the most international generation of the present society, and they carry the hope and future of Chinese. With their getting in touch with the world, China will intermingle completely with the world.

A summary of 90

The unique concept of consumption of emphasizing individuality and ego, manifesting distinguishing characteristic become the behavior motto for the post-90s generation. Driven by the unique needs, the post-90s generation will be \]h]f\]fl�gf�[geeg\ala]k$�]kh][aYddq�kge]�g^� l`]�egj]�mfaim]�[geeg\ala]k�Yf\�lYc]�kh][aÚ[�mkY_]�gj� lj]Yle]fl�to show even show off their uniqueness to others and society for the reason of achieving the object that they are different than others.We can consider the following aspects in activities in accordance with personal consumption and the consumption psychology characteristics of post-90s generation: First, using unique product logo and design style to attract the eyeball of the post-90s generation and stimulate their consume interest. According to personality characteristics of the post-90s generation, we recommend that enterprises should work well in the following two aspects: Firstly, commodity design must be intuitive and very cool. Enterprises should be good at gaining inspiration from fashion magazines and stars of movies or sport liked by teen, then innovate and make them market. And create very "cool" behavior for them to imitate.

(2) Over-consumingThe post-90s generation could not stand the temptation caused by endless new things, and do not know how to accumulate, often spent more than they received and is always over-consuming. In view of China's one - child policy, post-90s generation has a high consumption status which is that “parents make money, while kids just spend money mf\]j�l`]�afÛm]f[]�g^�;`af]k]�ljY\alagfYd�a\]gdg_q&�E[cafk]q�k�[gfkme]j�klm\q�af�*((.�k`gok�l`Yl2�l`]�YffmYd�\aj][l�[gfkmehlagf�g^�;`af]k]�mjZYf�l]]f�Yf\�l`]�lglYd�YffmYd�[gfkmehlagf�[Ymk]\�Zq�l`]e�Y\\�mh�lg�*1(�Zaddagf�JE:&�According to surveyed families of all types of income, about 90 of surveyed parents express that they are willing to increase spending for children within their capacities. The post-90s generation therefore grow into the habit of khdYk`af_�gml�^jge�Yf�]Yjdq�Y_]$�Yf\�l`]q�hj]^]j�lg�gn]j%[gfkme]�o`]f�l`]aj�af[ge]�[Yf�l�e]]l�l`]aj�]ph]fk]&�:][Ymk]�of the support of the whole family, they spend more freely. Over-consuming has become an ordinary situation.

II. The psychology and behavioral characteristics of post-90s generation consumer

Secondly, enterprises should grasp the particularity of the unique needs of teen and their preference for product or brand to develop appropriate marketing strategies. Enterprises should make use of the rarity of products, uniqueness, and the breakthrough of conventional thinking and other various methods according to the unique needs of different target groups to develop a variety of advertising information, thus enriching the brand personality.

1) Personalized Consumption

Enterprises can reduce the degree of concern about commodity price but pay more attention to how to attract the post-90s generation. As long as the product coincide with the 90s generation's consumption psychology, the post-90s generation won't pay attention to how much they will spend.

(3) Conspicuous ConsumptionThrough questionnaires and depth interviews and measuring the motives for the conspicuous consumption of the post-90s generation, I conclude three conspicuous consumption motives that is dignity, self-indulgent and pursuing uniqueness. Since the above motives, the post-90s generation has conspicuous consumption. Enterprises should establish customer-centered service philosophy and commit to improving the quality of service and take fully into account of young people's ideas and pay attention to brand construction and sell "face" to customers and make use of the positive effect of conspicuous consumption to create nYdm]�Yf\�hjgÚl�mf\]j�l`]�hj]eak]�l`Yl�`Yf\�af�`Yf\�oal`�social and families guide teen set up correct consumption concept.

Firstly, enterprises should carefully select products with rich brand connotation and symbol value to which the post-90s generation pays attention to meet their consume demand. Secondly, for the promotion strategy aimed at the post-90s _]f]jYlagf�_jgmh�]fl]jhjak]k�k`gmd\�hYq�Yll]flagf�lg�_ma\]�l`]e�hgkalan]�[gfkmehlagf$�Yf\�[Yf�l�gn]jklYl]�l`]�^mdd�Z]f]Úlk�g^�famous brand unilaterally. Thirdly, enterprises should actively develop their own brands through innovation and develop some distinctive, high quality and low price products and develop brand effect gradually to make the post-90s generation not only has the " face " of consumption, but also conforms to the consumption concept of reasonable and moderate advocated by the family and society. The last but not the least, enterprises should respect customer's personality. Everyone has a personality which is different from others'. The post-90s generation groups advocate the publicity personality, think much of quality of life, furthermore, know how to enjoy life. Enterprises must respect their personalities and adopt individualized means when provide goods and services to them. Enterprises should fully understand that the post-90s generation consumers receptive to f]o�l`af_k�Yf\�Yj]f�l�kYlakÚ]\�oal`�l`]�_]f]jYd�hghmdYjalq�g^�l`]�_gg\k&�L`]q�hj]^]j�h]jkgfYdar]\�Yf\�]eglagfYd�_gg\k&�Kg$�enterprises must consider the individual needs of adolescents in product development and design. And in service, enterprises should understand their impulse shopping enthusiasm and provide attentive personal service.

(I) Advocating unique and freeThe post-90s generation is a generation that pursuing freedom, nothing is impossible and is “unique” and "they can do what they want". The post-90s generation attaches great importance to personality, is against the same, and promotes the uniqueness and diversity standards. People born in 90 with super unique consciousness, they usually don't establish standard of consumption, and they are freedom of choice and with the pursuit of individuality. In this regard, in order to winning the favor of the post-90s generation consumer groups, the brand while trying to understand the post-90s generation consumers' psychology should combine personality element with the commercial brand into their merchandise. For example, China Mobile's “M - Zone" and it ak�`a_`dq�j][gee]f\]\�gf�]ehdgqe]fl�_ma\Yf[]�k�[gn]j�lg�klm\]flk&�Alk�]q]%[Yl[`af_�Y\n]jlakaf_�ogj\k�Eq�kal]�A�eYc]�\][akagf�" grasp personality traits for freedom and having their ways of the post-90s generation, very much in line with their consumer psychology, highly recognized and loved by them, thus becoming their preferred choice.

(II) Trend to sentimental and symbolic“Sentimental” and “symbolic " are now Postmodernism characteristics of consumer culture. In the post-modern society's consumption concept, people no longer only pay attention to the use value of commodities but pay more attention to commodity Zjaf_�af\ana\mYdk�oal`�l`]�k]fk]�g^�h`qka[Yd�Yf\�e]flYd�]fbgqe]fl�Yf\�Z]_af�lg�hmjkm]�l`]�kqeZgda[�ka_faÚ[Yf[]�g^�l`]�_gg\k�which can express a certain prestige and consumption personality, and people have a higher requirement for consumption. It is lYc]f�^gj�_jYfl]\�l`Yl�h]ghd]�nYdm]�l`]�imYdalq�Yf\�[`YjY[l]jakla[k�g^�l`]�_gg\k$�Zml�l`]q�hYq�egj]�Yll]flagf�lg�k]n]jYd�g^�l`]�product added value and hope their consumption can bring them with some spiritual satisfaction and experience.

AAA!�;mdlmjYd�[geeg\aÚ[Ylagf�Yf\�[geeg\alq�[mdlmj];mdlmjYd�[geeg\aÚ[Ylagf�j]^]jk�lg�l`Yl�[mdlmj]�[Yf�Z]�mk]\�^gj�[gfkmehlagf�Yf\�lmjf]\�aflg�[geeg\alq3�[geeg\alq�[mdlmj]�j]^]jk�to the integration of cultural elements in the process of production and consumption. This is typical of postmodern consumer culture.

III. Trends and recommendations for the future brand for the post-90s generation

Vanessa Yang2014-2015