Dolce

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Dolce Gabbana
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Product Hierarchy
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SWOT Analysis
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
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Merchandising Strategy
Product Width
Bed Bath Kitchen Accessories
Gold
Black
Grey
White
Silk
Velvet
Product Length
Terry Cloth
Cotton
Product Depth 4x4 16
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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

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Conclusion

• DG 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

• DG 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 its trademark