Abstract
Gucci benefits from a high level of awareness and a prestigious status all over the world. This aspect made it a global status symbol. Donna Karan International, designs, manufactures and sells clothes under the name of 4 brands: Donna Karan New York, DKNY, DKNY Jeans and DKNY Active. Donna Karan New York is dedicated to up scaled workmanship. The positioning of these two brands seems to be more affordable than something from Gucci. Indeed, a research conducted by BMRB in April 2002, established that 7% of interviewed have owned something from Donna Kara, versus 4% from Gucci. Therefore, Gucci seems to be considered as the most desirable brand to own by 25% of interviewed people, vs. 9% for Donna Karan. Moreover, Gucci invests more on advertising than does Donna Karan: In 2001, Gucci invested almost 512.900 pounds, while Donna Karan invested almost 66.400 pounds following data from Nielsen Media Research.
