THE IDEA

For my project i have chosen to work with Dsqaured2 and to launch a private label Vodka. The brand is all about having fun and enjoying life, therefore the customers and the owners are fans of partying and celebrating! 


The business plan proposes to extend the Dsqaured2 brand to offer a Vodka which would be aimed at the brands existing target market segment 18- 40 year old singles and couples, as part of a program of brand extension. The launch of a new innovative and potentially profitable branded vodka has been well researched and confirmed as a viable product to enter in the vodka market. All related business activities concerned with Dsquared2 vodka from conception to realisation and discusses and how the brand will satisfy the identified consumer need.

Vodka is becoming increasingly popular and this is attracting new comers to the market with a range of home brand and branded vodkas.  According to Keynote (2011) Spirits such as vodka command a sizable market share.  The expendable income of the target market has been noticed by several companies who have begin to modify their advertising campaigns and marketing activities to target the eighteen to forty age group. Smirnoff Have focussed their substantial marketing budget on the younger market with its ‘nightlife exchange’ campaign and more recently its dance with Madonna campaign (Wilson, 2009).  Grey Goose in another premium vodka that is looking to focus on the eighteen to forty target segments (Jefkins, 2000).  Grey Goose is a premium vodka that was originally targeted for the older drinkers and outside the target market segment (Miller, 2006).

THE PARTY

THE AD CAMPAIGN

THE AD CAMPAIGN - SS 2012

THE MAKE-UP

Dsqaured2 Make-up for the A/W 12/13 Show

At the DSquared2 show, Charlotte Tilbury went all Brigitte Bardot-meets-Lana Del Rey on the models look, complete with a mega blonde beehive, fluttery blacker-than-black lashes and an icy pink pout.Tilbury created the high school prom makeup look, while once again, it was Sam McKnight who was busy backcombing the hair to get this glorious Sixties style. 

THE SHOW

THE CAR

DSQUARED2 & MINI

Dsquared2 & Mini Partners for Life Ball 2011 Event in Vienna

Dean and Dan of Dsquared2 has created a unique custom-made MINI Cooper S and named it “Red Mudder” to be auctioned at the 19th edition of Life Ball Charity Event. The creative designers confess: “If we were a car, it would be rough and tough. Our Red Mudder Mini accurately reflects this reality. The maple leaf on both doors and the Dsquared² logo on the front shield and on the wheels truly embodies our style.”

The partnership between Dsquared2 & MINI has continued for the occasion of Vogue Fashion’s Night Out. Dsquared2 and Mini have joined forces to create an exclusive “Red Mudder Foulard” to be available in the Dsquared2 Flagship Store in Milan and on the Dsquared & Mini Official Online Stores. The white foulard produced in limited edition is made of 100% cotton and celebrates the union between two fierce and creative brands with a light-hearted print in the shades of black, brown and red.

THE SHOW

PROM NIGHT: FALL WINTER 2012/13 WOMEN'S SHOW

With the FW 2012/13 collection the designers make a plunge into the past as they look back at their senior year prom. Every girl in high school dreams about being perfect on prom night. An enchanting evening filled with preparations, sequin, flowers, music and the nervous excitement to find out who will be crowned prom queen.

Queen for one night, the Dsquared² girl remains true to her roots and her rebel spirit. Despite the crown,  she is not ready to trade in her “bad attitude” as she dares to  mix denim with embroidered garments.

For the occasion, the Dsquared² girl loots her mother’s sophisticated wardrobe without forgetting the precious vintage jewellery box.  Elegant furs, colourful coats, crocodile jackets, flowing dresses and most importantly diamonds and precious stones.  

THE OPENING

DSQUARED² BOUTIQUE OPENING IN TOKYO, GINZA DISTRICT

Friday, March 30^th 2012 - Dsquared² announced the opening and the inauguration of its new boutique in Tokyo (5-3-13 Ginza Chuo-ku Tokyo-Japan). The opening was celebrated with a cocktail in the new boutique and an after party.

The new boutique, opened in partnership with Staff Japan (a branch of Staff International) is located in the prestigious Ginza district, one of the most luxurious and glamorous areas of the city. This opening marks a further step in Dsquared²’ s international growth. The brand has scheduled two other openings in 2012: Cyprus and Nanjing (China).

"We are very excited to open our first store in Tokyo. To us this city is vital, fast paced, modern and always forward thinking. The Japanese market has the taste and the knowledge to fully appreciate and enjoy our collections that mix casual elements with fine tailored garments” said Dean and Dan."

THE BOYS TALK

THE BACKGROUND

Dsqaured2 is a bold, sexy and energetic fashion brand founded by the equally vibrant Caten twins from Canada. Dean and Dan Caten started the Dsqaured2 brand in 1994 with a menswear line and since then the empire has gone on to included womenswear, accessories and perfumes. In June 2007, the first DSqaured2 flagship store was opend in Milan's fashion district. Stores have since opened in Paris, Beijing, Cannes, Capri, Dubai, Hong Kong, Hong Kong Howloon, Kiev, Montecarlo, Shanghai and Singapore. Along with concessions and stockists in many other destinations.

The intelligent mix of irreverent Canadian wit and refined Italian tailoring, together with attention to detail are the foundation of today’s Dsqaured2 philosophy, which has given life to a unique concept of alternative luxury.Recently, Dsqaured2 collections have conquered a wider audience and, owing to their natural stylistic maturity, have become more chic and sophisticated while maintaining those sexy and provocative traits so embedded in their creative roots. This evolution is also due to the continuous international inspiration received by Dean and Dan, who, while dividing their life and work between Milan and London, create their collections in Italy: “Born in Canada, living in London, made in Italy”.