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A very important and very wise lama

who taught that all men are equal: race, color and creed meant nothing, count only the intentions and actions of each of us. His name was Dondup


time line

Casa Dondup Milano

Baby Line

2012

2006

2000 Foundation

2013 2009 L Capital partner at 40%

Archivio Dondup


brand identity

MOOD


vision e mission

VISION

MISSION

Confirm its brand by associating it to a concept of Luxury and simultaneously moving away from the noisy world of Fashion.

Offer a range of products made of creations without rules and welldefined styles targeted at the top stores and the discerning fashionistas. Prints, textiles commingling, colorings on purpose to make a "top product at a fair price," a garment of clothing Made in Italy, researched and high quality.


distribuzione

monomarca

multimarca


posizionamento

be

LEVI’S

tradizione

avanguardia

DIESEL

CYCLE

DSQUARED

status


competitors

AGE RANGE

DSQUARED

DIESEL

20 - 35

18 - 30

PURCHASING POWER

High

STYLE

Fashion

Medium/High

Urban

LEVI’S

CYCLE

6 - 60

15 - 25

Medium

Medium

Urban

Urban


swot analysis

Strengths

Weaknesses

•  •

   

COMPANY made in Italy Strong brand recognition L Capital acquisition

Not good distribution No communication Low brand awareneess Not many accessories (civetta o tattico)

Opportunities

Threats

• •

• •

European market Asia and American Market orientation

High competition Handwork Get high (italy)


riposizionamento

be

LEVI’S

tradizione

avanguardia

DIESEL

CYCLE

DSQUARED

status


strategia marketing

Today the Dondup brand strategy is oriented to a repositioning based on rebrending the total look for men, women and children. The goal is to significantly increase the distribution and retail mainly through the 'opening stores in countries like China and Russia without neglecting Italy where they will open over the next three years several stores in strategic locations. The product concept is marked by a profound study of cuts and fabrics but the gradual evolution of the brand pushes a tendency to minimalist and clean and sharp lines. The mood of the collection is destined to leave the warm and enveloping feelings of the Eastern world to move to a much more neorealist horizon. The elegance and the extraordinary impact of the dichotomy between black and white represent the frame of the restyling of a business which increasingly fashionable to marry a much more trendy than ever before.


rivisitazione logo


rivisitazione logo


strategia marketing

MOOD


profumo donna


profumo uomo


cover iphone


cover ipad


vetrina


shopper


TEAM: Luca Capaccioli Laura Parenti Benito Navarretta Kira M. Correa 2012-2013


Dondup - Product Design + MKTG - POLIMODA Laura Parenti  

DONDUP rebranding mktg and product design accessories POLIMODA 2012/2013

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