2 Product HierarchyCore Benefit: Luxurious, Sexy, Fashionable, High-end,High-priced ApparelBasic Product: Women’s ApparelExpected Product: Men’s Apparel, D&G Moderate Priced Apparel, D&G Junior Children’s ApparelAugmented Product: Fragrances, Jewelry, Eyewear, Shoes, Handbags, and Gold Restaurant in MilanPotential Product: Home Décor: including Home, Bed, Bath, and Kitchen
3 SWOT Analysis Internal External Weaknesses Opportunities Threats StrengthsStrong brand equityHigh-end luxury productsHigh quality productsFashion forward and trendyDoes not produce fast fashionNon-traditional ground-breaking adsReaches and targets the LGBT communityWeaknessesHas yet to make a big move to join the green movementIgnoring the vastly growing Asian marketToo sexual adsLack of brand extensionLack of social media advertisingCounterfeit productsOpportunitiesCreating a strong brand extensionCreating more buss by social media advertisingExpanding more into the growing Asian marketHong Kong etc.Making advances to join the green movementEnding sandblastingCreating eco-friendly productsThreatsCompetitionEconomyMore innovative designers and productsBrand identity becoming confusedLoyal customers taking their business elsewhereInternalExternal
6 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 homesDolce 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 & GabbanaTarget market: Dolce & Gabbana has stood out from other designers by targeting the gay communityBrand identity: Dolce & Gabbana has positioned itself in the minds of consumers as a high fashion trendy designer clothing lineAdvertising: Dolce & Gabbana is continuously pushing the boundaries which is it’s trademark