Premium brand Dolce & Gabbana is considering merging its diffusion line D&G into its signature line so the company can focus on a single brand, according to reports.
It is understood that the last D&G collection will be for spring 2012 and for the autumn 2012 season D&G will be combined under the Dolce & Gabbana label. However Dolce & Gabbana have not commented on the suggestions.
The move could see the company expanding the scope of its Dolce & Gabbana line and reports have suggested this could mean the designer would add younger capsule collections to the mainline collection.
Italian retailers have said everything could be placed under the same umbrella and the Dolce and Gabbana range would include every category of clothing including T-shirts.
One Italian retailer said the designers, Domenico Dolce and Stefano Gabbana, want to focus on one single brand. “I don’t understand, because D&G is a line that makes €400m (£341m), it’s young and flexible and it’s doing really well. It’s a lot to ask retailers. In my case, for example, I don’t carry the signature line, but I’ve never missed a season with D&G. Domenico and Stefano are clever, though, so they must have thought this out and consider it a wise strategic move.”
Another retailer said: “They made a mistake two years ago when they repositioned the first line, moving it upscale. D&G is too expensive, and there’s been some confusion about its positioning and merchandising.”