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 Weaknesses Opportunities Threats
Strengths
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
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
Internal
External

4. Merchandising Strategy
Product Width
Bed
Bath
Kitchen
Accessories
Gold
Black
Grey
White
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