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Dolce & Gabbana

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.

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Dolce & Gabbana

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  1. Dolce & Gabbana

  2. 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

  3. SWOT Analysis Internal External

  4. Merchandising Strategy Product Width Silk Velvet Product Length Terry Cloth Cotton Product Depth: 4x4 = 16

  5. Customer-Based Brand Equity • Upscale Living • Lifestyle Brands • Premium Materials • Long Lasting Features • Luxurious Quality • Timeless Pieces • High End Style • 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 fashion-conscious individuals

  6. 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.

  7. 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

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