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Vanessa
2014-2015 FASHION MANAGEMENT PROJECT

NEVER WITHERED
The Little Prince
The 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 files
English name:Dolce@Gabbama
Country:Italy
Create s:1985
Founder:gay people dumay
noico"s dole z(Domenico
Doolce)
and Stcphen"s jia ciass
(Slelano Gabbana)
Fashion style:costly,sexy,glory
Product series:women"s,men"cl
othing,underwear,perfume,dese
rve swimsuit,leather,watches,gla
sses
Brand
introduction

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 Targeting
1. 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 － price
High price products
For a bag € 450 - 1500
R-T-W € 100 - € 1500
Gifts& Accessories € 80 - € 500

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

2013AW
Admittedly, 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
2014SS
DG2014 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.
2014AW
The 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
through the style of pure
applique details to achieve. Blue
brocade tight dress owl especially
impressive, the lovely and perfect
together.
RUNWAY

Ornaments
Marketing MIX
product

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.

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 collides
passionately. It is such a picture that
let person linger.

The beard
The Flower Hat
The man with the flower
INSPIRATION BOARD

PANTONE 1791C
PAMTONE WRIHT
PAMTONE BLACK
PANTONE 370C
PANTONE 191C

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.

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

PANTONE BLACK
PANTONE BLACK
PANTONE COOL GRAY 11C

FASHION DESIGN MENSWEAR
2014.12.6

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.
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-90s
1.1 The definition of the post-90s

(1) The strong ability
of acceptance
With the rapid development of
network in the information society,
all kinds of information are full of
for them to develop the ability of
acceptance. Seen from the family
situation, they have broken a lot
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-centralization
From a psychological perspective,
self-centered means that when
considering they make a reference
of their own subjective consciousness
only child, the post-90s locate in a
With the remarkable improvement
of the living standard, parents are
able and willing to meet some of
the requirements put forward by
may form a habit of wanting what
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)Internationalization
economy, international exchanges
become increasingly close. Living
in the completely opened and
informational environment, the
post-90s not only 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
differences 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.

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
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-consuming
The 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
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
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 Consumption
Through 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
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
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
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 free
The 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
" 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
which can express a certain prestige and consumption personality, and people have a higher requirement for consumption. It is
product added value and hope their consumption can bring them with some spiritual satisfaction and experience.
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

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