Dolce & Gabbana

Product HierarchyCore 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 AnalysisStrengths

Strong brand equityHigh-end luxury productsHigh quality productsFashion forward and trendy Does not produce fast fashionNon-traditional ground-breaking adsReaches and targets the LGBT community

WeaknessesHas yet to make a big move to join the green movementIgnoring the vastly growing Asian marketToo sexual adsLack of brand extensionLack of social media advertising Counterfeit products

OpportunitiesCreating a strong brand extensionCreating more buss by social media advertisingExpanding 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

Inte

rnal

Ext

ern

al

Merchandising Strategy

Bed Bath Kitchen Accessories

Gold

Black

Grey

White

Product Width

Pro

du

ct L

eng

th

Velvet

Silk

Terry Cloth

Cotton

Product Depth: 4x4 = 16

Customer-Based Brand Equity

Resonance

Judgments Feelings

Performance Imagery

Salience

•Upscale Living•Lifestyle Brands•Premium Materials•Long Lasting Features•Luxurious Quality•Timeless Pieces•High End Style

•High awareness•High brand recognition•Equal product breadth and width•Commonly purchased by fashion-conscious individuals

•Gold & black•Grey & white•Silk & velvet•Terry cloth, cotton•Clean, embellished & chic

ConclusionD&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