Analysis and comparison of the advertisements of Gucci and Donna Karan (DKNY)

Résumé du document

Gucci benefits from a high level of awareness and a prestigious status all over the world. This aspect made it a global status symbol. Donna Karan International, designs, manufactures and sells clothes under the name of 4 brands: Donna Karan New York, DKNY, DKNY Jeans and DKNY Active. Donna Karan New York is dedicated to up scaled workmanship. The positioning of these two brands seems to be more affordable than something from Gucci. Indeed, a research conducted by BMRB in April 2002, established that 7% of interviewed have owned something from Donna Kara, versus 4% from Gucci. Therefore, Gucci seems to be considered as the most desirable brand to own by 25% of interviewed people, vs. 9% for Donna Karan. Moreover, Gucci invests more on advertising than does Donna Karan: In 2001, Gucci invested almost 512.900 pounds, while Donna Karan invested almost 66.400 pounds following data from Nielsen Media Research.

Extraits

[...] This is the minimalism characterising luxury brands. The other indicator of luxury is the size of the window, reflecting on the wall. The man is also very well dressed: he is wearing a black suit, a white shirt and cuff links. He seems to be happy, since he is smiling, closing his eyes and raising his harms. Raising the arms often evoques success. The two ads are very different according to the following points: first, the number of people differs. [...]

[...] There are five people on the Gucci's ad, while the Donna Karan's ad just represents one man. Second, the context is not the same: the picture had been taken in different places, at different times. The Gucci's picture had been taken on a beach, at night, during leisure time. It certainly represents people going out together. The light reflecting on the wall in the Donna Karan advert let us know that the picture has been taken inside a building, during the day. [...]

[...] Moreover, these ads do not communicate on the products but on the brands. People do not need to be objective in order to take their decision. It is more a question on how they feel about the ad and the brand? Moreover, even if designer clothes are expensive, the target can afford it, since it is an up scaled market. Then efforts and resources involved in such purchase as well as the level of risk are considered as being low. [...]

[...] The man is alone and is closing eyes, this way we cannot say he is looking for affiliation, but he is self confident and sufficient. We can consider this model as being more detached, more inner directed than people on the Gucci's ad. As he is happy, raising his harms, he looks successful, since this position often evokes success, as he has just succeeded in doing something. This position cal also evoke the conductor gesture. Then, we can expect that target of this ad are action and responsibility oriented men. Most of the target can be considered as experiencers. [...]

[...] This is one of the best things to raise the brands awareness. Appendix Observational or modelling learning The example of Gucci References Books Leon G. Schiffman and Leslie Lazar Kanuk (2004), consumer behaviour, International edition, Pearson Education, INC, 8th edition Gerrit Antonides and W. Fred Van Raaij ( 1998), Consumer behaviour- An European perspective , John Wiley & Sons ltd F.Kardes (2001), Consumer behaviour and managerial Decision Making, Prentice Hall, 2nd edition Engel, Blackwell and P.W.Miniard ( 1995), Consumer behaviour, the Dryden press, 8th edition Ries and Jack Trout ( 2001), Positionning- How to be seen and heard in the overcrowded marketplace, the McGraw-Hill companies M.Solomon, G. [...]