THE DOLCE&GABBANA’S MAP OF FLAVOURS

D&G X The Cut : a wedding between tradition and modernism.

In October The Cut,  a New-Yorker elitist magazine, gave a section from its blog to Italy. The section :“Italy in 30 days” talks about Italian’s food, designers, and culture. The Italian fashion luxury brand, Dolce&Gabbana, sponsored some The Cut’s articles. For instance, the brand incorporated ad for his clothe collections around articles. Besides, thanks to an interactive map, D&G helped consumers to discover the best product of each Italian region. According to D&G this map introduced only “the best of Italy’s best”. Customers can click on the product to make appear a Macy’s ecommerce page about Dolce by Dolce&Gabbana.

Thanks to this kind of native advertising, readers and potential consumers assimilate the brand to the articles content. It’s a good way for Dolce&Gabbana to reaffirm his roots. The brand can tell his story to consumers. That’s why it’s crucial for the brand to choose a content which conveys his brand values and which let to consumers to understand his brand positioning.

Native advertising will be a new energy for press?