Contractual models and forms adopted by Dolce&Gabbana to enter the Chinese market

Abstract

Thanks to the exceptional possibility of studying the original contracts stipulated by Dolce&Gabbana and other relevant documents related to the entrance of the brand in the Chinese market, the purpose of this composition is to analyze modalities and contractual forms adopted by this important fashion player to enter the Chinese market. Firstly, this composition starts with a brief introduction chapter, with the purpose of providing a ‘global’ understanding of the contractual models used by some other relevant fashion brands to enter the Chinese market. The aim is to spot which has been the most convenient strategies in different situations and which are the most used contractual ways to enter the market and why so. The second chapter, that consists in the main body of this composition, will focus on the entrance of the fashion brand D&G in the Chinese market, focusing on the contractual forms used by D&G. Thanks to the opportunity of studying the original contracts stipulated by D&G and other relevant documents related to the entrance of the brand in the Chinese market, pros and cons of the strategy and the modality adopted will be outlined. The choice of analyzing this topic is both due to a strong personal interest and to the belief that studying the concrete case of D&G entering the Chinese market, outlining the strategies and the contractual models adopted by the brand, is generally interesting, considering the relevance of China in the global economic framework.