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Elements of Branding: Dolce and Gabbana Light Blue

Branding is a huge concept in the marketing of any product, and perfumes are no exception.  This is usually noted when a perfume is a stand alone product that is independent of other fashion ties, but it gets less attention when the perfume is part of a global brand.  This is a disservice to the branders, as famous brand fragrances like Dolce and Gabbana Light Blue have to do their own work to establish themselves in the market place.

After all, one simply can’t place a scent on the shelves without advertising it or it simply won’t sell. This is especially true in the present tough market.  Consumers all over the world are shutting their wallets to all but the most meaningful purchases.  This is hurting any luxury house that can’t convince the buying public that their product is unique and meaningful.

To fight the battle, the Dolce and Gabbana Light Blue has worked hard to pull out all the stops on the campaign.  They’ve begun with a good product, which is always a help in any branding campaign.  Light Blue was designed by Olivier Cresp, the noted perfumer, and uses high end scent notes that can justify its brand price.

From there, Dolce and Gabbana Light Blue has focused on its Italian base.  The scent notes are meant to evoke a southern Italian summer, with citrons, ambers, and musks.  To keep the branding in line with the scent notes, the marketing team selected Italian models and dressed them in typical Italian beach wear before launching them out into a bay for the photo shoot.

The resulting shots oozed Italian sex appeal and were blended both into a stills campaign for the American market and a series of flowing commercials for the European consumers.  More modest shots were prepared for the conservative Chinese market.  The launch was timed for 2007, when the world market was still strong.

However, while the global markets went on to famously crash, the brand thrived.  The Dolce and Gabbana Light Blue was a big seller, even as other pieces of the fashion house’s collection struggled.  It was appealing and pitched as only slightly aspirational, meaning that even strapped consumers could afford to indulge with a little bit of D & G in the tough market.

Will it continue to thrive?  The brand for the perfume is fairly well established at this point, even though it is a newer fragrance.  When the 2009 number are finalized, the brand team will have a better idea of what effect the continuing slump is having on their carefully created Italian summer scent.

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Dolce & Gabbana – Light Blue Fragrance Commercial

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Fantasia Belle Dolphin Blue Flush Wall Sconce by Oggetti Luce $374 The Oggetti Luce Fantasia Belle Dolphin Blue Flush Wall Sconce adds energy to walls with a burst of uplighting, featuring a finished stud on each side of the mouth-blown glass shade. Complement with the Dolphin Blue Linear Suspension for a unified look. Made in Venice, Italy, and signed “Oggetti”. Comprised of several lighting collections primarily from Italy, Oggetti Luce markets exclusive, one-of-a-kind glass, bone and resin pieces that have been individually hand-formed and mouth-blown by skilled artisans. Each Oggetti Luce fixture reflects the quality and craftsmanship of centuries-old glass blowing or mosaic tradition, and most pieces are signed by the artist. The Oggetti Luce Fantasia Belle Dolphin Blue Flush Wall Sconce is available with the following: Details: Mouth-blown Dolphin Blue glass shadeIncludes both Satin Nickel and Bronze metal studsUL ListedMade in Venice, ItalySigned “Oggetti” Please Note: Oggetti Luce shades are all handmade. There will always be variations, sometimes in size and often in color. This is typical of a handmade product and contributes to its beauty. Lighting: One 60 Watt 110 Volt Candelabra base E12 lamp (not included). Shipping: This item usually ships within 3-5 business days. Dimensions: Fixture: Depth 4 In., Height 9.5 In., Width 6.75 In.

Fantasia Belle Dolphin Blue Linear Suspension by Oggetti Luce $1366 A rainbow of murrine glass decorates the Oggetti Luce Fantasia Belle Dolphin Blue Linear Suspension, creating a beautiful play of color for the soft contemporary space. Choose from 3 lights or 4 lights and small or large handmade glass shades. Made in Venice, Italy. Comprised of several lighting collections primarily from Italy, Oggetti Luce markets exclusive, one-of-a-kind glass, bone and resin pieces that have been individually hand-formed and mouth-blown by skilled artisans. Each Oggetti Luce fixture reflects the quality and craftsmanship of centuries-old glass blowing or mosaic tradition, and most pieces are signed by the artist. The Oggetti Luce Fantasia Belle Dolphin Blue Linear Suspension is available with the following: Details:Handmade Dolphin Blue glass shadesSatin Nickel finishRectangular ceiling canopy120″ adjustable cableUL ListedMade in Venice, ItalySigned “Oggetti”Options:Number of Lights: 3 Light, or 4 Light.Size: Large, or Small.Please Note: Oggetti Luce shades are all handmade. There will always be variations, sometimes in size and often in color. This is typical of a handmade product and contributes to its beauty. Lighting:Large option utilizes three 60 Watt 110 Volt G9 Base Halogen lamps (included), and four 60 Watt 110 Volt G9 Base Halogen lamps (included).Small option utilizes three 60 Watt 110 Volt G9 Base Halogen lamps (included), and four 60 Watt 110 Volt G9 Base Halogen lamps (included).Shipping: This item usually ships within 3 to 5 business days. Dimensions: 3-Light Option: Width 35.5 In., Overall Length Adjustable to 120 In. 4-Light Option: Width 47.25 In., Overall Length Adjustable to 120 In. 3-Light Ceiling Canopy: Width 15.5 In. 4-Light Ceiling Canopy: Width 21.75 In.

Fantasia Belle Blue Ribbon Torch Wall Sconce by Oggetti Luce $486 A colorful tower of light. Characterized by its intriguing palette and fascinating mouth-blown Venetian design, the Oggetti Luce Fantasia Belle Blue Ribbon Torch Wall Sconce offers an artistic vibe to walls wanting a distinctive touch. Handmade in Venice, Italy. Comprised of several lighting collections primarily from Italy, Oggetti Luce markets exclusive, one-of-a-kind glass, bone and resin pieces that have been individually hand-formed and mouth-blown by skilled artisans. Each Oggetti Luce fixture reflects the quality and craftsmanship of centuries-old glass blowing or mosaic tradition, and most pieces are signed by the artist. The Oggetti Luce Fantasia Belle Blue Ribbon Torch Wall Sconce is available with the following: Details: Handmade Blue Ribbon glass shadeMetal supportsSquare wall plateUL ListedMade in Venice, ItalySigned “Oggetti”Options: Finish: Dark Bronze, or Satin Nickel.Size: Large, or Small.Please Note: Oggetti Luce shades are all handmade. There will always be variations, sometimes in size and often in color. This is typical of a handmade product and contributes to its beauty. Lighting: One 60 Watt 110 Volt G9 Base Halogen lamp (included). Shipping: This item usually ships within 3-5 business days. Dimensions: Wall Plate: Height 5 In. Small Fixture: Width 5 In., Height 13.25 In., Depth 7.25 In. Large Fixture: Width 5.5 In., Height 16.25 In., Depth 7.75 In.

Ledra Ice Round Accent Light by Bruck Lighting $236 Create intriguing atmosphere in the bathroom or bar area with the Bruck Lighting Ledra Ice Round Accent Light. Its satin acrylic glass shade provides a bright glow of diffused LED light, energizing spaces with hip appeal. Choose from several LED colors to add accent illumination to the kitchen or powder room. Fixture appears as White Frosted when off. Bruck Lighting Systems, founded in Germany in 1968, combines technologically-advanced lighting designs with innovative energy efficient light sources. The expansive lighting collection from Bruck ranges from flexible LED track lighting to hand-blown glass pendants to sleek display lighting. The Bruck Lighting Ledra Ice Round Accent Light is available with the following: Details:Round satin acrylic glass shadeMatte Chrome finishUL Listed for damp locationsEnergy EfficientOptions:Shade: Amber, Blue, Red, or White.Housing:Requires 1 3/8″ hole cut-out for housingLighting: One 2 Watt 120 Volt LED lamp (included). Shipping: This item usually ships within 1 – 2 weeks. Dimensions: Fixture: Diameter 3.1 In., Depth .375 In. Housing: Depth .875 In.

Ledra Ice Square Accent Light by Bruck Lighting $236 Sometimes it’s good to be square. The Bruck Lighting Ledra Ice Square Accent Light glows with potential, its satin acrylic glass shade adding a diffused accent to steps, backsplashes and powder rooms. LED lamping means brighter, longer-lasting light, and its frameless design suits any architecture. Choose from several colors, or mix and match for a more playful atmosphere. Bruck Lighting Systems, founded in Germany in 1968, combines technologically-advanced lighting designs with innovative energy efficient light sources. The expansive lighting collection from Bruck ranges from flexible LED track lighting to hand-blown glass pendants to sleek display lighting. The Bruck Lighting Ledra Ice Square Accent Light is available with the following: Details:Square satin acrylic glass shadeMatte Chrome finishUL Listed for damp locations Energy EfficientOptions:Shade: Amber, Blue, Red, or White.Lighting: One 2 Watt 120 Volt LED lamp (included). Shipping: This item usually ships within 1 – 2 weeks. Dimensions: Fixture: Depth .375 In., Height 3.1 In., Width 3.1 In.

Poli Po 3 Light Chandelier by De Majo $1406.06 The De Majo Poli Po 3 Light Chandelier beautifully enhances room ambience with inviting illumination in a design that offers sumptuous buds of color sprouting from the ends of flexible arms. The Poli Po 3 Light Chandelier was designed by Oriano Favaretto and features individually-signed, Murano cased glass shades. Image shows samples of colors available; a multi-color option is not available. De Majo Illuminazione, offered in the US by Illuminating Experiences, partners with artists and designers to create contemporary lighting fixtures using Murano’s ancient, glass-blowing techniques. The De Majo Poli Po 3 Light Chandelier is available with the following: Included Features:Three Murano Cased glass shades.Metal ceiling canopy.Field-adjustable stem.Metal body and arms.Artist signature on each shade.Designed by Oriano Favaretto.Options:Finish: Chrome or Satin Nickel.Glass Shade Color: Amber, Anthracite, Aqua, Cobalt Blue, Dark Green, Frosted, Lime Green, Light Blue, Light Green, Melon, Orange, Red, Violet, White, or Yellow.Please Note: Image shows samples of colors available. A multi-color option is NOT available. Lighting: Utilizes 3 Incandescent or Xenon lamps. Maximum wattage depends on the direction the opening of the glass shade faces.Opening facing up: 40 Watt 120 Volt E12 G16 1/2 Incandescent lamps (not included) or 40 Watt 120 Volt T3 Xenon lamps (not included).Opening facing down: 25 Watt 120 Volt E12 G16 1/2 Incandescent lamps (not included) or 25 Watt 120 Volt T3 Xenon lamps (not included). Shipping: This item usually ships within 1-2 weeks. Dimensions: Fixture: Diameter 21.625 In. Hanging Length: Overall Length Adjustable from 27.5 In. to 39.375 In.

Poli Po 12 Light Flushmount by De Majo $1939.31 The De Majo Poli Po 12 Light Flushmount animates an interior space with splashes of inviting illumination and sumptuous buds of color sprouting from the ends of flexible arms. The Poli Po 12 Light Flushmount was designed by Oriano Favaretto and features individually-signed, Murano cased glass shades. Image shows samples of colors available; a multi-color option is not available. De Majo Illuminazione, offered in the US by Illuminating Experiences, partners with artists and designers to create contemporary lighting fixtures using Murano’s ancient, glass-blowing techniques. The De Majo Poli Po 12 Light Flushmount is available with the following: Included Features:Twelve Murano Cased glass shades.Metal body and arms.May be mounted on ceilings or walls.Artist signature on each shade.Designed by Oriano Favaretto.Options:Finish: Chrome (shown) or Satin Nickel.Glass Shade Color: Amber, Anthracite, Aqua, Cobalt Blue, Dark Green, Frosted, Lime Green, Light Blue, Light Green, Melon, Orange, Red, Violet, White, or Yellow.Please Note: Image shows samples of colors available. A multi-color option is NOT available. Lighting: Utilizes 12 Xenon lamps. Maximum wattage depends on the direction the opening of the glass shade faces.Opening facing up: 40 Watt 120 Volt T3 Xenon lamps (not included).Opening facing down: 25 Watt 120 Volt T3 Xenon lamps (not included). Shipping: This item usually ships within 1-2 weeks. Dimensions: Fixture: Overall Height Adjustable to 13.75 In., Overall Diameter Adjustable to 21.62 In.

Poli Po 6 Light Chandelier by De Majo $1406.06 The De Majo Poli Po 6 Light Chandelier creates inviting illumination in a design that offers sumptuous buds of color sprouting from the ends of flexible arms. The Poli Po 6 Light Chandelier was designed by Oriano Favaretto and features individually-signed, Murano cased glass shades. De Majo Illuminazione, offered in the US by Illuminating Experiences, partners with artists and designers to create contemporary lighting fixtures using Murano’s ancient, glass-blowing techniques. The De Majo Poli Po 6 Light Chandelier is available with the following: Included Features:Six Murano Cased glass shades.Metal ceiling canopy.Field-adjustable stem.Metal body and arms.Artist signature on each shade.Designed by Oriano Favaretto.Options:Finish: Chrome or Satin Nickel.Glass Shade Color: Amber, Anthracite, Aqua, Cobalt Blue, Dark Green, Frosted, Lime Green, Light Blue, Light Green, Melon, Orange, Red, Violet, White, or Yellow. Lighting: Utilizes 6 Incandescent or Xenon lamps. Maximum wattage depends on the direction the opening of the glass shade faces.Opening facing up: 40 Watt 120 Volt E12 G16 1/2 Incandescent lamps (not included) or 40 Watt 120 Volt T3 Xenon lamps (not included).Opening facing down: 25 Watt 120 Volt E12 G16 1/2 Incandescent lamps (not included) or 25 Watt 120 Volt T3 Xenon lamps (not included). Shipping: This item usually ships within 1-2 weeks. Dimensions: Fixture: Diameter 21.625 In. Hanging Length: Overall Length Adjustable from 27.5 In. to 39.375 In.

Poli Po 8 Light Flushmount by De Majo $1939.31 The De Majo Poli Po 8 Light Flushmount pairs the glamour of a bright finish with winsome buds of illumination to add breezy sophistication to interior spaces. The Poli Po 8 Light Flushmount features Murano glass shades on the ends of flexible arms. It can be mounted on a ceiling or a wall. De Majo Illuminazione, offered in the US by Illuminating Experiences, partners with artists and designers to create contemporary lighting fixtures using Murano’s ancient, glass-blowing techniques. The De Majo Poli Po 8 Light Flushmount is available with the following: Included Features:Eight hand-blown, Murano cased glass shades.Flexible metal arms.Metal fittings.Can be mounted on ceilings or walls.Artist signature on the shades.Certificate of Authenticity.Designed by Oriano Favaretto.Options:Glass Shade Color: Aqua, Amber, Anthracite, Cobalt Blue, Dark Green, Frosted (shown), Light Blue, Light Green, Lime Green, Melon, Orange, Red, Violet, White, or Yellow.Finish: Chrome (shown) or Satin Nickel.Lighting: Utilizes eight Xenon lamps. Maximum wattage depends on the direction the opening of the glass shade faces.Opening facing up: 40 Watt 120 Volt T3 E12 Xenon lamps (not included).Opening facing down: 25 Watt 120 Volt T3 E12 Xenon lamps (not included). Shipping: This item usually ships within 3 to 5 business days. Dimensions: Fixture: Overall Diameter 21.8 In., Maximum Extension 13.75 In.

Planum Wavy Ceiling Wall Light by Arturo Alvarez $1525.5 The Arturo Alvarez Planum Wavy Ceiling Wall Light allows you to cover large surfaces with a warm and pleasant light. Delicate shapes with small and subtle relief that creates authentic skies of light in architectural surroundings. Planum can be mounted on the wall or ceiling, to allow for ambient light leak, this item does not sit flush. The Planum Wavy Ceiling Wall Light features Stainless Steel Mesh sprayed with pigmented silicone. The interaction between the light source and the silicone mesh creates dramatic shadows and contrasts. Each piece is handmade, so no two pieces are the same and each is considered an original work of art. Please note, the lamps may be visible from certain perspectives. Handmade in Spain, Arturo Alvarez lighting products are created by skilled artisans using lead-free solder and high-quality glass, and each piece is part of a limitied series. The Arturo Alvarez Planum Wavy Ceiling Wall Light is available with the following: Included Features:Stainless Steel Mesh sprayed with pigmented silicone.UL Listed.ADA Compliant.Designed by Arturo Alvarez.Options:Color: Black, Blue, Orange, or White.Shape: Rectangle, or Square. Please Note: The silicone mesh is very heat resistant, extremely durable, and easy to clean. Lighting:Rectangle option utilizes two 24 Watt 120 Volt Type T5 Bi-Pin Fluorescent lamps (not included).Square option utilizes four 24 Watt 120 Volt Type T5 Bi-Pin Fluorescent lamps (not included).Shipping: Select stock options ship in 3-5 business days, Non-stock options ship in 12-16 weeks. Any out of stock item can be expedited to ship in 4-6 weeks for an additional fee. Please see Items tab for availability. Dimensions: Square Option: Length 37.75 In., Width 37.75 In., Depth 3.25 In. Rectangle Option: Length 37.75 In., Width 18.75 In., Depth 3.25 In.

Planum Ceiling Wall Light by Arturo Alvarez $2155.5 The Arturo Alvarez Planum Ceiling Wall Light allows you to cover large surfaces with a warm and pleasant light. Delicate shapes with small and subtle relief that creates authentic skies of light in architectural surroundings. Planum can be mounted on the wall or ceiling, to allow for ambient light leak, this item does not sit flush.The Planum Ceiling Wall Light features Stainless Steel Mesh sprayed with pigmented silicone. The interaction between the light source and the silicone mesh creates dramatic shadows and contrasts. Each piece is handmade, so no two pieces are the same and each is considered an original work of art. Please note, the lamps may be visible from certain perspectives. Handmade in Spain, Arturo Alvarez lighting products are created by skilled artisans using lead-free solder and high-quality glass, and each piece is part of a limitied series. The Arturo Alvarez Planum Ceiling Wall Light is available with the following: Included Features:Stainless Steel Mesh sprayed with pigmented silicone.UL Listed.ADA Compliant.Designed by Arturo Alvarez.Options:Color: Black, Blue, Orange, or White.Please Note: The silicone mesh is very heat resistant, extremely durable, and easy to clean. Lighting: Four 24 Watt 120 Volt Type T5 Bi-Pin Fluorescent lamps (not included). Shipping: Select stock options ship in 3-5 business days, Non-stock options ship in 12-16 weeks. Any out of stock item can be expedited to ship in 4-6 weeks for an additional fee. Please see Items tab for availability. Dimensions: Fixture: Length 37.75 In., Width 37.75 In., Depth 3.25 In.

Blow Ceiling Fan with Light by Luceplan $1017 The Blow Ceiling Fan by Luceplan, one of the best quiet ceiling fans on the market today, creates refreshing breezes with a playful design that includes a light above the fan blades. Luceplan is an Italian lighting design firm that creates and produces interior and exterior lighting and home accessories to enhance the quality of living. The Blow Ceiling Fan by Luceplan is available with the following options: Blade Finishes: Blue, Green, Multi (shown), Orange, or Transparent methacrylate Blade Diameters: 55 in. Control: Infrared remote control for fan speed, light, and dimming operations (included). Diffuser: Opal methacrylate Cool Fact: Some colors of methacrylate, also known as ‘Acrylic Glass’, are manufactured to allow certain infrared wavelengths to pass, making possible the use of an infrared remote control rather than a remote that operates using radio frequencies. Lighting: Provides diffused lighting. It utilizes one 150 Watt 120 Volt A21 Soft White Medium Base Incandescent lamp (included). Motor: Mounted on ball bearings, this quiet ceiling fan operates at 32 decibels. Cool Fact: Zero decibels is the internationally-recognized threshold of hearing. A typical quiet whisper averages 30 decibels. Reverse Switch: Yes This fan operates on typical existing electrical wires; it does not require extra wires for installation. You may also like this fan in a screenprinted version. See Related Items below. Not UL Listed. Shipping: This item usually ships within two business days. Expedited shipping may be available for an additional fee. Please call for more information. Dimensions: Blade: Diameter 55 in. Diffuser: Height 16 in., Diameter 9 in.