Haute Couture News. Dolce and Gabbana Plan Price Cutting Initiative.

June 16, 2009 • Fashion

Domenico Dolce (left) and Stefano Gabbana

In Milan, the heads of the D&G house—Domenico Dolce and Stefano Gabbana—have announced that they will begin to decrease prices across all of their lines beginning with the upcoming spring season. The initiative is a response to the growing need for luxe labels to make amendments to their lines in order to meet the shifting needs of the consumer. The two designers described the change of cutting prices between 10 and 20 percent as "a long term one", though they are determined to maintain the house's trademark elements of creativity and utmost quality.

The Italian designers seem to understand the changing demands of the current market and are not above making necessary modifications. “This crisis has two key aspects: it’s international and social. The
first thing people say these days when they walk into a store is,
‘Nice, but how much?’” Stefano Gabbana noted.“In this moment of uncertainty,
people spend more willingly on travel or spas rather than on a new
dress. We want to work for the final consumer.

The final consumer will seemingly be pleased once Dolce & Gabbana's Spring line is rolled out reflecting the latest cost considerations. A pair of five-pocket jeans for spring will sell for $450 (for spring
2009 they cost $695); a dress will cost $1,469, down from $2,295; a
leather bomber jacket will be priced at $1,499, compared with $2,296,
and an iconic stretch silk tulle corset dress will go to $3,589 from
last year’s $5,200. These changes were made possible from such manufacturing alterations as simpler construction, alternative stitching techniques, and a much smaller selection of fabrics.

But Domenico Dolce says that shaving off the edges of production is not necessarily a bad thing for the company. "The idea is to peel off the superfluous because there are too many
clothes, too many seasons, too much advertising — too much of
everything that is tacked onto the final price. We want to go back to
how things were 20 years ago. It’s about drawing the line.

Article and Photo Source: WWD
-Alia Rajput

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