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Dolce & Gabbana
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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
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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
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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
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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
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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.
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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