onably than others," while "only 14 percent of all Americans feel they are au courant" (Fetto). This leaves a substantial margin of shoppers that are candidates for a higher-fashion look, along with the 31% that are already fashionistas and not wearing Dolce & Gabbana yet.
This PR campaign will target young, fashion-conscious adults between the ages of 18 and 34, most notably women and men that are upwardly mobile but that have not yet established a definitive, unique look of their own. The Dolce & Gabbana look is a distinctive, recognizable one, and it is clear that many in the targeted age group have yet to define a consistent look for themselves in terms of fashion. Our goal is to increase awareness of Dolce & Gabbana in both sexes by 15% by the end of 2008, as evidenced by brand awareness surveys.
Our strategy for achieving this goal is to create a campaign with the message, "It's who you really are." In other words, this group of consumers that is somewhat disenfranchised overall will be encouraged to find its identity in Dolce & Gabbana. The message of the campaign will be that consumers can discover and explore who they really are within the Dolce & Gabbana line and culture. Our thrust will be to show consumers how their sense of fashion can be defined by Dolce & Gabbana, and how they can fit into the Dolce & Gabbana family of customers through their own unique appropriation of the line to their personal style preferences. By mixing and matching pieces from the line, consu
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