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D&G Watches to close following Spring 2012 collection

by Philip Kaspar
21 October, 2011
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About the author

Philip is widely travelled and has worked as a freelance journalist covering several topics including fashion, travel and watches. He also spent five years in the heart of the Swiss watchmaking industry in La Chaux de Fonds. Philip reports on all the latest watch news and is our WatchCrime reporter.

DG-Watches

The fashion world was taken by storm last month by the announcement of the closure of D&G Watches. The watch brand is a line of the fashion house Dolce & Gabanna, started in Milan in 1985 by Italian designers Domenico Dolce and Stefano Gabanna.

The closure of the still popular brand is likely to have a knock on effect for jewellers. The company launched itself into a number of licensed products during the 1990’s, including perfumes, sunglasses and D&G Watches. The watches created by the Milan based designers are manufactured by Italian timepiece specialist Binda, the company behind Breil and Wyler Geneve. Binda also manufacture watches for designers such as Moschino and the sporting brands Nike and Ducati.

Single marketing channel

D&G was created as a more casual line that follows an urban inspiration. It was intended to be the younger, more flamboyant part of the brand.

According to press reports, the reasoning behind the move is the desire of the two designers to copy the marketing and business strategy of the French fashion house Chanel which operates a single marketing channel to consumers.

Strengthening market image of D&G

The philosophy behind closing the cheaper D&G brand does not appear to be an economic one, as the cheaper brand has been outperforming the more expensive Dolce & Gabbana line in some nations. The plan appears to be the strengthening of the market image of the parent brand by moving away from the lower cost areas of the range and removing the duplication of advertising spend.

It is thought that many in the D&G target market – the casual consumer of fashion items – would have been unlikely to understand the difference between the two trading styles.

The two designers have gone on record with their views on the change to their business in an interview with trade magazine Women’s Wear Daily. The idea of creating something that will last for posterity seems to be the aim of the changes.

“We think that in order to work well, to be in the market for a long time, and to leave something after us, there must be only one brand and not two” Stefano Gabanna.

Lucrative licensing deals

It is expected that lucrative licensing deals in areas such as perfume may be folded in to the main brand.

It might not be quite the end for those famous initials. As the company name is composed of the letters of the two designers surnames it is likely that the D&G motif may continue to appear occasionally within the range.

It has not yet been revealed if the watch lines are candidates for being folded into the expanded line of the parent company, but it has been rumoured that one of the new projects being undertaken by the design house is a line of jewellery. It is likely that the watches range will fit in with this new strategy.

Philip Kaspar | Website

Philip is widely travelled and has worked as a freelance journalist covering several topics including fashion, travel and watches. He also spent five years in the heart of the Swiss watchmaking industry in La Chaux de Fonds. Philip reports on all the latest watch news and is our WatchCrime reporter.

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