dolce & gabbana. product hierarchy core benefit: luxurious, sexy, fashionable, high-end,...
TRANSCRIPT
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