快速時尚侵襲 D&G畫下句點
D&G Final Presentation


2012年春夏D&G以絲綢和繁複印花展現異國風情。

2012年春夏D&G以絲綢和繁複印花展現異國風情。

»»高級絲綢、繁複印花,61套新衣,D&G華麗完美的退場讓許多時尚迷為之惋惜,不過早在今年3月,時尚權威新聞〈WWD〉就已報導D&G即將結束品牌,未來會整合至主線Dolce & Gabanna當中,只是沒想到過了半年,仍無轉圜餘地,於9月米蘭時裝周,D&G的2012年春夏女裝發表會成了品牌絕響,優雅的和市場說再見。

消息釋出後引起業界一片譁然,大家都在問,究竟這個創造年產值4億歐元的品牌怎能說收就收?對此資深時尚媒體評論人蘇瑞華表示,「快速時尚侵襲」是核心問題之一,因為低價位就可買到流行款式,那誰還願意買高級時裝的帳。且以副牌來說,D&G的價格實在太高,儘管設計風格青春繽紛,但年輕人負擔不起,因此才在平價時尚盛行的今日黯然退場。

此外,「主副定位」模糊也是原因之一。D&G的出現與主牌Dolce&Gabbana相互蠶食,兩者定位曖昧無明顯區隔,導致於主線品牌被副牌拉低層次,加上副牌價位高,最便宜的T恤至少從台幣4650元起跳,皮外套甚至要價近8萬元,容易造成消費者混淆,因此集團才在今年急踩剎車,「宣稱」將把D&G設計融入至Dolce&Gabbana中,讓主線品項更為豐富完整。

歐洲許多批發商對此皆感到惋惜,他們表示,每次下單不一定會採購主線品牌Dolce & Gabbana,但每季決不會錯過副牌D&G的商品,且D&G在東歐、亞洲、中東大受歡迎,其熱烈程度甚至超越主線品牌Dolce & Gabbana,在新興市場興起的同時宣布結束品牌,此舉實在令他們感到不解,而究竟終止D&G營運的這項決定是明智或不智,看來只能從未來的財報才可以見真章了。««

 

D & G快速導覽
成立:1994年
設計師: Domenico Dolce和Stefano Gabbana
風格:時尚休閒,深受歐洲年輕人喜愛
品項:男裝、女裝、眼鏡、太陽眼鏡、香水、手提包、海灘裝、內衣褲、首飾、鐘錶
結束時間:2012年春夏女裝為其最後一次發表

最後一季熱情推薦:D&G 2012 春夏男女裝,絕不能錯過「絲綢印花」,選件美麗花色,女生可從洋裝下手,而男裝則可選購上衣或短褲,明年春夏讓自己充滿異國風情,一起來緬懷D&G吧!

With a collection of 61 outfits, D&G, the diffusion line of Italian fashion house Dolce& Gabbana has gracefully said arrivederci to the fashion world in the SS2012 Milan Fashion Week. Though the unfortunate news has already been disclosed this March, the official closure still came as a shocker to many.

Once generating €400m turnover per year, the legendary diffusion line has failed to sustain the challenge from fast fashion labels, which quickly eroded its market share in the youth market since the turn of the century. The gradual blurring line between D&G and Dolce& Gabbana also contributed to the decision to merge the former into the latter, in fear of hurting the latter’s status as a high fashion brand.

Since D&G has been regaining success in emerging markets, sentiment among its retailers are mixed, as some regard the brands exit as untimely and expect the rise of new markets to invigorate its sales figures.

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