With the assistance of Tom Ford and Domenico de Sole, GUCCI became one of the great successes of the sector. In 1921, Guccio Gucci founded a company in Florence, for the manufacture of luggage and saddles of high-quality. In 1938, he opened a shop in Rome, then in New York in 1951 and following that in Paris, Palm Beach, Tokyo and Hong Kong. In 1987, the brand had to face disputes between the GUCCI heirs and a buyback by Investcorp which resold it in 1997. In 1990, Tom Ford became the creative director for the women's ready-to-wear clothes section, then in 1994, he became the artistic director. In 1999, Gucci formed a strategic alliance with PPR and became a multi-brand group. The Gucci Group consists of GUCCI, YSL, Alexander Mc Queen, Stella Mc Cartney and Balenciaga. Luxury fashion houses have shown a significant growth since the Eighties. However, in order to maintain a share of the dream associated with the purchase of a luxury item, the latter cannot be mass produced. Moreover, the house must respect the integrity of its quality, its distribution network, and innovation in its products. It must therefore combine growth and development to maintain the luxury character of the brand.
Tags: Marketing of Gucci, Gucci marketing, Marketing strategy of Gucci, Gucci marketing strategies, Marketing mix of Gucci
[...] Multi-brand products (LVMH, PR, Gucci Group) have appeared since the year 2000. However, this strategy is not without fault. In fact, it is difficult to ensure identical development for brands with different characteristics and histories. Moreover, to develop a brand, costs play an important part because of increased competition and a very versatile market. The expansion of boutique networks, in particular, fashion houses In term of expansion of boutique networks, LVMH group clearly remains the leader since 2000, followed by the Gucci Group a breakaway from the remaining pack namely Hugo Boss, Hermes, Christian Dior. [...]
[...] Case study: the new perfume Gucci by Gucci The theories of marketing-mix are not easily applicable to luxury ready-to- wear clothes and leather goods, because it is downstream marketing and not upstream. It thus does not really have a characteristic of product, because the choice is left to the designer. However, one can apply this principle of marketing-mix to an accessible luxury item, perfumes. We thus will study the marketing-mix of the new perfume of Gucci, “Gucci by Gucci”, in detail. [...]
[...] Thus, Gucci has a brand image holding quality products, top-of-the-range positioning and a communication reinforced with selected supports. GUCCI has an effective leather goods division, with + growth in 2006 which constitutes the current core activity. GUCCI also benefits from the unique talent and the passionate nature of Frida Giannini, the creative director. Frida Giannini succeeded in imposing her strong vision on accessories, successfully reinterpreting Gucci classics, like the Flora scarf and equestrian motifs, and adding a new energy and a modern sex appeal to the rich heritage of Gucci. [...]
[...] The Frida Gianini years Frida Giannini succeeds Tom Ford as the creative head of the Gucci house in 2007. She seeks to slice through the Tom Ford years by giving the brand once again a light femininity, happy but not aggressive. The woman is modern and free. Frida Giannini seeks to return to the basics and thus marry the historical elements of Gucci to its own modern vision of the future. She then reintroduces the Gucci coat of arms on accessories. [...]
[...] But the general idea is respected, elegance is omnipresent The GUCCI Marketing MixI It is first of all a question of differentiating traditional marketing from marketing of luxury. In traditional marketing and more especially in demand marketing, a product meets the definite needs of customers. Taking into account creativity, demand marketing does not have a place in the universe of the luxury. On the contrary, customers buy the designer's genius and only ask to be seduced and dazzled. Luxury marketing is marketing by suggestion, where the initiative of the designer is absolutely paramount. [...]
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