Dolce & Gabbana
Product Hierarchy
Core Benefit: Luxurious, Sexy,
Fashionable, High-end,
High-priced Apparel
Basic Product: Women’s
Apparel
Expected Product: Men’s
Apparel, D&G Moderate Priced
Apparel, D&G Junior
Children’s Apparel
Augmented Product:
Fragrances, Jewelry, Eyewear,
Shoes, Handbags, and Gold
Restaurant in Milan
Potential Product: Home
Décor: including Home, Bed,
Bath, and Kitchen
SWOT Analysis
Strengths
Internal
Strong
brand equity
High-end luxury products
High quality products
Fashion forward and trendy
Does not produce fast fashion
Non-traditional ground-breaking ads
Reaches and targets the LGBT community
Weaknesses
Has
yet to make a big move to join the green
movement
Ignoring the vastly growing Asian market
Too sexual ads
Lack of brand extension
Lack of social media advertising
Counterfeit products
External
Opportunities
Creating
a strong brand extension
Creating more buss by social media advertising
Expanding more into the growing Asian
market
 Hong Kong etc.
Making advances to join the green movement
 Ending sandblasting
 Creating eco-friendly products
Threats





Competition
Economy
More innovative designers and products
Brand identity becoming confused
Loyal customers taking their business
elsewhere
Merchandising Strategy
Product Width
Product Length
Bed
Gold
Black
Grey
White
Bath
Kitchen
Silk
Velvet
Terry Cloth
Cotton
Product Depth: 4x4 = 16
Accessories
Customer-Based Brand Equity
•Upscale Living
•Lifestyle Brands
•Premium Materials
•Long Lasting Features
•Luxurious Quality
•Timeless Pieces
•High End Style
Resonance
JudgmentsFeelings
Performance
Salience
Imagery
•Gold & black
•Grey & white
•Silk & velvet
•Terry cloth, cotton
•Clean, embellished & chic
•High awareness
•High brand recognition
•Equal product breadth and width
•Commonly purchased by fashionconscious individuals
Conclusion
D&G Home:




Our home products will continue to carry on the Dolce & Gabbana
brand with glamorous and high fashion products creating a luxurious
lifestyle.
We will continue to promote our products in store and online through
the bold, controversial, yet affective media ads that reflect the true spirit
of the brand; high fashion, glitz and glamour.
Our knowledgeable staff will provide decorating tips to the consumers
on how to incorporate our products into their homes
Dolce and Gabbana Home will be a very non-traditional brand
devoted to the new type of high fashion consumer who values a unique
luxurious lifestyle.
Conclusion

D&G has established a strong brand equity:




Strong brand: Consumers across the globe recognize the Dolce &
Gabbana name and what it stands for. Luxury high-quality fashion
is what is associated with Dolce & Gabbana
Target market: Dolce & Gabbana has stood out from other
designers by targeting the gay community
Brand identity: Dolce & Gabbana has positioned itself in the minds
of consumers as a high fashion trendy designer clothing line
Advertising: Dolce & Gabbana is continuously pushing the
boundaries which is it’s trademark