“New York welcomes Dodo, Dodo hugs New York”
Pomellato was established in 1967 by Pino Rabolini, a Milanese businessman who had family roots within the local artisan goldsmith tradition. In 1994, Pomellato challenged its artisans and designers to create a luxurious yet affordable jewelry line from a single gram of gold. The result was Dodo: a range of gold animal charms and accessories for bracelets, earrings and necklaces.
Following its remarkable success and growth in Italy, Dodo sought to expand into international markets – first in Europe and now in the U.S. Dodo recently opened its first flagship store in New York City on the prestigious Madison Avenue in order to reinforce its commitment to the American market. Dodo now faces the challenge of implementing a successful business model in the U.S. while staying true to its Italian brand DNA. The Parson and Columbia Business School (CBS) team was tasked to develop a comprehensive strategy to create “Dodo-mania” in New York and position Dodo for growth in the American market. Several questions the team explored include: To what extent can the Italian Dodo business story become a global one? What are the risks that the story may be lost in translation? What charms would comprise a New York collection that would speak specifically to New Yorkers?
“The Magical World of Dodo in New York”
The Parsons and CBS team created a multi-part strategy for Dodo to capture the New York market: Dodo New York story, New York collection, Madison Avenue window display, renovated packaging and catalogue, Dodo-mania marketing campaign/tactics, and a New York launch event. The playful Dodo New York story titled “The Magical World of Dodo in New York” relates the journey of a young Dodo bird who comes to New York and falls in love – both with the city and a Dodette (female dodo) he meets along the way. Entwined in the story are the seven charms created for the New York collection. These charms relay specific New York meanings and emotions while still conforming to Dodo’s whimsical nature. These charms would be shown prominently in a New York-specific window display. New catalogue and packaging designs were created to complement the New York collection. Bold launch campaign plans were developed to generate consumer curiosity and interest in the Dodo brand. A culminating launch event would reveal the New York collection and the broader Dodo brand in a fantastical yet sophisticated way. This comprehensive strategy is intended to propel Dodo towards replicating the success it has enjoyed in Italy over the last 20 years.
Danielle Cervelli, Columbia Business School
Sascha Hertli, Columbia Business School
Melody Jones, Columbia Business School
Neha Mandal, Columbia Business School
Alexia Sadun, Columbia Business School
Ammar Belal, Parsons the New School for Design
Morgan Butler, Parsons the New School for Design
Hyunhui (Hayley) Kim, Parsons the New School for Design
Ernesto Vargas, Parsons the New School for Design