Executive summary Prestigious and Luxury brands such as Gucci, Louis Vuitton and Vertu represent the uppermost level and form of craftsmanship. They demand and hindercustomer loyalty that is not affected by trends. These brands set seasonal trends and are capable of generating consumers, wherever they are established. In luxury marketing, there is a delicate relationship between 4 factors that most strongly influence the purchase of the luxury consumer. They are the exclusiveness of the brand
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Brief History Guccio Gucci opened a small shop selling leather goods on the via del Parione in Florence in 1923. He sold luggage imported from Germany and offered customers with repair services. As the luggage business prospered, he opened his own workshop to produce his own design. The business in the 1920’s created huge profit and success however in the 1930’s Gucci began to face some challenges when the sanctions imposed on Mussolini. He faced shortage of imported leather yet this challenge
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The House of Gucci or simply known as Gucci is the biggest selling Italian fashion leather and luxury brand, it has been in existence since 1921, and regularly charts on Interbrand “Top Global 100 brands”. The Gucci Brand operates in the following areas – Africa and the Middle East (11 countries), Asia (14 countries), Australia (2 countries), Central America and the Caribbean (3 countries), Europe (22 countries), North America (3 countries) and South America (1 country). This represents a total of
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Gucci Business-Level and Corporate Strategy During the late 1990’s, Gucci portrayed the characteristics of a firm with a differentiated business-level strategy. Gucci provides value to their customers with high quality luxury goods which consist of unique product features in relation to their rival competitors. One example of Gucci’s distinct quality is the prestigious image of their brand name using the famous “GG” logo on their items. Gucci is a successful firm in the
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Gucci, Louis Vuitton, & Vertu – Marketing Lessons from some of the World’s Most Exclusive Brands. By Conor Carroll, Kate Hurley & Ann Treacy, University of Limerick. Creating luxury brands is a difficult marketing exercise. It requires heavy investment in marketing communications, excellent product/service quality, but above all these brands have to try to remain fashionable, which is notoriously difficult. Gucci, Louis Vuitton and Vertu are three successful so-called luxury brands, that
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a quantitative approach in which Gucci Envy Me and Christian Dior J’adore were examined as the subject perfume brand to a sample group of 400 women at the age of 18 years and older in representation of the brands’ target consumers. In conducting the study, the sample group was given a survey to examine pictures of package in isolation and in their presentation through prints advertisements. Through comparative investigation, the findings suggest that Gucci Envy Me’s packaging failed to effectively
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Gucci is positioned bellowed Hermes and Chanel and they are on par with Prada and Louis Vuitonn. LVMH appears to be the best positioned brand based on their having the highest operating margin and also the fact that they own their distribution networks. This, coupled with their negotiations with other suppliers allowed for them to enjoy discounting advertising benefits by as much as 20 percent. LVMH was also able to move 70 percent of their previously out-sourced distribution back in-house.
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Brand: GUCCI Company brand positioning via consistency/interaction Gucci’s brand position is catered to higher end clientele, conveying a sense of exclusivity and high quality. Magazine photos often show slim, good looking models wearing Gucci products in various exotic poses and locations (eg, by a greek sculpture). The caption is always visible, simple, and displays the word GUCCI in large, bold letters. GUCCI maintains the same brand position, but a different marketing strategy on the
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Case, Gucci Group N.V. (A) 1. Map competitive positioning of different players in the luxury goods arena and state who is best positioned and why? The luxury goods arena is a highly competitive industry in which companies must position themselves with both objective and subjective differentiating factors. Although humans are usually rational buyers when it comes to commodities and the necessities of life, much of this logic is thrown out when purchasing high-end luxury goods. While high quality
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SWOT Analysis of Gucci Strengths The strength of Gucci is in its established, very strong brand image and international presence. Gucci has also the ability to control its distribution channels. This is part of Gucci’s defensive strategy in the chain value to capture the value added instead of giving it to the middlemen such as suppliers and retailers. The company has also increased the number of their Directly Operated Stores (DOS) as part of the defensive strategy of taking more control of the
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