The doubts of the second hand, starting from the cancellation of the luxury brand D&G

When a well-known brand wants to launch a sub-line brand, they will take into account the market share that sub-brands can help and use the relative positioning of the sub-license to expand the value and popularity of the main brand. However, there are times when things will go awry. For example, the reputation of the mainline brand is far inferior to that of the vice-line brand, and even the sub-line brand causes confusion among consumers. This can be started from the relationship between Dolce & Gabbana, a well-known luxury brand in Italy, and its deputy D&G.

But first, we need to trace back the development of the brand:
In 1985, when Domenico Dolce and Stefano Gabbana, Dolce & Gabbana’s brand founders, showed their designs for the first time at the Milan fashion show, they already had their Dolce & Gabbana to become the world’s leading luxury brand. Elegant and noble, with an alternative and gorgeous temperament, exudes Italian romance, creating unexpected visual effects. At the time, Dolce & Gabbana was considered synonymous with white-collar high-end women, with a distinctive strong woman symbol, and co-operative artists from the brand for many years could be seen, including Madonna, Monica Bellucci, and Kelly Rice. Luo, Angelina Jolie, etc. They are all successful female representatives with distinct personality. They are sexy, elegant, love themselves and obsessed. The brand men's clothing also has its hedonistic gentleman temperament, charisma and handsome.

While Dolce & Gabbana continues to preach the banner of his “Made in Italy” debut, a deputy card was born in the same period, D&G. Unlike the main card, D&G prefers to favor young people's preferences, allowing designers to boldly use their ideas, be wild and humorous, and be bold and outrageous. For a time, European young people are rushing to pursue the trend brand. At the same time, in terms of price positioning, D&G is more popular than the main brand Dolce & Gabbana, and it is more acceptable to young people.

And when Dolce & Gabbana’s brand was recognized by more people, D&G was more successful as a second-place card in sales, and even surpassed the main brand Dolce & Gabbana. This is a worrying situation. As a luxury first-line brand, Dolce & Gabbana has a noble position, its value also represents the brand quality, and the main brand that is gradually replaced by the deputy D&G fame will make consumers confused about its brand concept. Although the second hand also continues to have the main brand design style. Ironically, D&G's name is also taken from the first letter of Dolce & Gabbana, and its simple name combination leads to more people to remember, but relatively reduces the value of the brand. The same is a dress, but all from Dolce & Gabbana's, but a main line and a sub line, the price difference is bound to make people doubt the product itself can reflect the luxury fashion value. It was because of this disappointing situation that Djogbanna decided to close down the D&G. In the spring and summer Milan Fashion Week of 2012, D&G became a brand's farewell performance and could not help but regret.

However, it is not the case that all deputy cards and the main card become so contradictory, such as Giorgio Armani and its many deputy Armani Collezioni, Emporio Armani, Armani Jeans, Armani Exchange, Armani Junior and Casa, the main line vice brand They complement each other and infiltrate each other. While displaying the brand personality of the vice line, they also adhere to the design ideas of the main line brand and maintain brand awareness.

At this time, Lidanet, which vigorously expanded the domestic luxury online shopping market, introduced many subline branded goods under Armani, positioning it at a price as low as 6.5 percent, and at the same time possessing a high quality of luxury and fashion to the domestic market. Every high-end fashion crowd has a quest for luxury goods.