A Project Studying Advertising Strategy of GUCCI

Introduction:

Company Overview and Brand Analysis:

Influential, innovative and progressive, Gucci is reinventing a wholly modern approach to fashion. Under the new vision of creative director Alessandro Michele, the House has redefined luxury for the 21st century, further reinforcing its position as one of the world’s most desirable fashion houses. Eclectic, contemporary, romantic Gucci products represent the pinnacle of Italian craftsmanship and are unsurpassed for their quality and attention to detail.Gucci is part of the Kering Group, a world leader in apparel and accessories that owns a portfolio of powerful luxury and sport and lifestyle brands.

Gucci is an Italian company founded in Florence and considered to be the most recognizable fashion brands all over the world.

Gucci is known for the high-quality leather products and hand-making shoes.

Gucci accelerated internationalization in 1989 and targeted at young generation and Asian Pacific Region.

At present, Gucci is operating 450 stores worldwide.

Guccio Gucci

Gucci was born in Florence.

Guccio Gucci (26 March 1881 – 2 January 1953) was an Italian business man and fashion designer, is the founder of The House of Gucci and son of an Italian merchant from the country’s northern manufacturing region.

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Product:

  • GUCCI LADIS DRESS
  • GUCCI MENS DRESS
  • GUCCI CHILDREN’s LINE
  • GUCCI FOOTWEAR
  • Accessories

Brand:

The Gucci Group in now a multi-brand conglomerate, with a collection of high fashion brands, like:

Alexander McQueen

Balenciaga

B?datBottega VenetaBoucheronSergio Rossi

Stella McCartney

Yves Saint Laurent

Today, it is one of the world’s leading luxury brands; in fact, the name Gucci conjures a vibe of exclusivity and prestige, an Italian brand of quality.

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Customers:

Europe, Asia Pacific, Australia, Hong Kong, Japan, Singapore, Switzerland and U.S Why Gucci family slogan is “quality is remembered long after the price is forgotten” ?

We think that quality is crucial in giving the customers an idea of the best product available.

Leadership:

Industry: Fashion

Segment: high fashion

A good leader is able to make staff feel involved and part of company success or failure and he must represent people’s feelings.

Gucci has created and defined concepts of fashion using charisma and intuition.

Location:

Statutory headquarters: The Netherlands

Administrative Centre and Human Resources Department: Florence, Italy

Mission:

To become a group leader in the luxury market at worldwide level through putting into effect and maintaining.

Main goals:

to coordinate a standard and global planning process

to reduce global complexity from the different regions

to improve system accuracy and reduce business risk

Competitors:

In Italy:

  • Armani and Versace
  • MoschinoDolce & GabbanaPrada

In the world:

  • Chanel
  • Burberry
  • Ralph Lauren

Gucci, Armani and Versace are the most desired designer labels, but are they also the most desired designer clothing? For the great many fashion consumers, that brands are the most common designer labels, but they select different designer’s labels too, how many would then really choose Gucci, Armani and Versace? If nothing else, this survey probably reveals some disturbing facts about consumer manipulation.

Chanel: Chanel is a dominant couture company comes from France.

The most famous products of the company is the leather metal chain handbag and the perfume?Chanel N?5.

Chanel has owned more than 100 boutiques all over the global.

DOLCE&GABBANA: is an Italian company based in Milan.

The company separates the brand into two leading lines.

DOLCE&GABBANA opened the first international boutique in Japan 1989.

Versace: is an Italian corporation established in 1978.

Versace Furniture and Versace hotel?Palazzo Versace.

The company launched an inferior series for the economic group.

Versace do business in 60 countries and own more than 200 boutiques.

SWOT analysis of Gucci:

Strengths:

Brand equity – A fashion brand which is selling at premium prices requires a very strong brand equity. Gucci’s brand ranks 38th in the whole world in 2015 as per Forbes. The brand is valued at a whopping 12.4 billion dollars.

Highest quality products – Naturally, with the quality and the trademark that it represents, Gucci products are of the highest quality and the most luxurious items in the market. There are very few companies which can match Gucci’s standards in fashion.

Strong presence in international market – Gucci has about 500 stores across many countries. Its major presence is in UK, US and Japan as well as in other emerging countries.

Product line and depth – A major advantage of Gucci is its product portfolio which comprises of premium handbags, apparels for men and women, clothing and whatnot in fashion. It is a complete ultra premium lifestyle brand.

Keeps Diversifying – It is not easy in the fashion business and one of the advantages of Gucci is that it does not wait for events to launch something new but it keeps changing things so that the store layout always looks fresh and hip.

Various CSR activities – Gucci as a brand is involved in various CSR activities. One of them is with Unicef since a long time and the other is “Chime for change”.

Strong tie ups – Being a premium fashion brand, it was inevitable that the brand venture into Automobiles as well. Many cars over the years have been designed by Gucci giving the car a unique blend of efficiency and fashion.

Weaknesses:

Continous updation is required – One of the major weakness for any brand in the fashion industry is that there is continual change required. Therefore, some years are good and some are bad.

Sexuality in Advertising – A major point where Gucci faces flak is in its advertising. It regularly uses sexual innuendos and shows the female in bad form due to which it has repeatedly faced criticism over the years. However, many marketers feel that Gucci proves repeatedly that “Sex sells”.

Trademark infringements and counterfeiting – As the GG brand is iconic in its very nature (stands for Guccio gucci, the founder), it has been counterfeited in many countries over many years. This is one problem, which Gucci faces repeatedly. Besides this, there have been numerous trademark controversies with Gucci as well.

Opportunities:

Youth is more brand conscious then ever – The youth of today literally demand premium brands as the earning power is on the rise and more and more people are having a successful career.

Emerging markets – Emerging markets like China and India are hotspots for brands like Gucci as the consumption can increase in these markets for ultra premium brands.

Fashion never ends – One major advantage for Gucci is that fashion never ends. Fashion keeps changing and someone who is at the start of the line, will not find attaining sustainability that difficult.

Threats:

Competition – A major threat of Gucci is that today, like any other sector, it is not the only lion in the jungle. There are others which are equally big though not bigger then Gucci. Christian Dior, Ralph Lauren, Burberry are some of the brands which have repeatedly been a thorn in Gucci’s side.

Fashion Piracy.

Fashion Piracy:

Bad for the company, market share, ruins the image, Creates illegal income for the black market.

“Silk Alley” in Beijing was probably the most infamous market for fake consumer goods.

Many products (a.s. Gucci handbags) are meticulously duplicated by Chinese manufactures that no one could tell the difference.

The value of pirated products seized by U.S. customs officials is increasing and most fakes are from China, that today exports worldwide.

Positioning: Brand Personality

  • The GUCCI Target Customers:
  • Middle-aged
  • High income
  • High status
  • Businessman

Brand Positioning:

Success and Expansion:

In 1990s, Gucci decided to extend beyond its “mature” style in creating a trendy brand. The vision of the company is that Gucci has become a beautiful symbol of maturity with aristocratic lines, and no longer a boring icon.

In few years, the company spent a lot to build new stores and so it came through the global economic bump of 1998. The international expansion permitted brand development.

Organization:

The Company directly operates stores in major markets throughout the world and wholesales products through franchise stores, duty free boutiques, leading department, and specialty stores.

WHAT ARE THE EMPLOYMENT OPPORTUNITIES AT THE GUCCI GROUP?

Gucci Group believe that every employee is an ambassador for the Group and its brands.

The Group is committed to equal employment opportunity and does not discriminate in the terms of conditions of employment because of age, race, colour, creed, sex, national origin, physical disability, citizenship status.

Company Ethics:

Gucci Group has adopted the Code of Business conduct and Ethics (values and principles) for directors, officers’ employees of the Company

OPERATING PRINCIPLES:

  • Build common understandings
  • Apply our values
  • Be accountable
  • Work as a team
  • Individuals must know the details of all applicable laws, rules and regulations.
  • Individual private interest may not interfere with the interests of the group.
  • Individuals can’t take for themselves personally opportunities in which they could anticipate the Group
  • No one should operate with unethical or illegal business practices.
  • Gucci Group employees must respective their areas of responsibility.
  • Where Code violations are determinates to exist, appropriate corrective and disciplinary actions will be taken.

VALUES:

  • Integrity
  • Excellence
  • Fairness
  • Sense of purpose
  • Inclusiveness

Strategy:

The strategy of Robert Polet, the new chief executive of the Gucci Group is:

  • To focus on meeting with employees
  • To build one business plan
  • To understand the taste of the people
  • To consider what their looking for, their ambition and the target.

Mr. Polet thinks that there is no reason why high-fashion houses should not borrow some of the standard business practices used in other industries.

For him the company should learn from Zara. The luxury-goods business is in a difficult spot; low-priced fashion companies with fast production are biting into the business of famous companies. Many women will now proudly match $1,000 Gucci pants with an $89 Zara jacket.

Advertising and analysis of media strategy:

Advertising informs consumers about the existence and benefits of products and services and attempts to persuade them to buy them and so to build up a reputation. We can say that is an attempt to get the right message to the right people at the right times.

The strategy concerning the message to communicated to the target customers.

The company advertises through media, magazines, television, posters, etc.

Media Tactics:

Reach: the number of different people exposed to a single medium during the media schedule

Frequency: the number of times that each person in the audience is exposed to the media schedule

Continuity: the length of time a campaign will run

Budget: the monetary constraints placed on reach and frequency

A few examples of advantages and disadvantages discussed below:

Mobile phone:

Mobile phones provide continuous access to people on the go although reception may vary in different markets. Radios, magazines, and newspapers are also portable. People tend to own more than one radio, but there are so many radio stations in each market that it may be difficult to reach all target customers. People typically are doing another activity (e.g., driving or studying) while listening to the radio, and without visuals, radio relies solely on audio. Both television and radio must get a message to consumers quickly. Although many people change channels or leave the room during commercials, television does allow for demonstrations.

Business service:

Gucci’s products are distributed though stores in Italy and abroad, but also through a network of high-end specialty.

Many consumers cannot spend a lot of money to buy Gucci’s products, that are very expensive, and so they search opportunities online. For example, E-bay is an on-line marketplace where people can buy or sell almost anything as they please on an auction or buying immediately.

Reference:

  1. Bacci L., a cura di, (2004), Distretti e imprese leader neisistemi moda della Toscana, F. Angeli, Milan.
  2. Fondazione Edison & Symbola (2009), Italia. Geografie delnuovo Made in Italy, may.
  3. Istat (2012), Le esportazioni dei prodotti dei sistemi locali dellavoro, April, Rome.
  4. Onida F., (2004), Se il piccolo non cresce. Piccole e medieimprese italiane in affanno, il Mulino, Bologna.
  5. Porter M. (1990) The Competitive Advantage of Nation, New York, Free Press.
  6. Porter M. (1998), On Competition, Boston, Harvard Business School Press.

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A Project Studying Advertising Strategy of GUCCI. (2019, Dec 20). Retrieved from https://studymoose.com/a-project-studying-advertising-strategy-of-gucci-essay

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