Gucci: Brand of Fashion and Leather Products

Gucci is an Italian luxury brand of fashion and leather products. Gucci began its manufacturing as leather goods, luggage, clothing, and other fashion products in 1921. It has been in the market for a long time now. (Wikipedia 2019) As we know that there are various types of promotion tools for a luxury brand of fashion. It includes advertising, personal selling, direct marketing tools and public relations.

First and foremost, one of the promotion tool for Gucci is advertising. Advertising is most efficient choice among the five major of promotion tools.

Gucci makes itself visible through advertisements such as television, billboard and social media. (MBASKool 2019) Multiple media channels used by Gucci to promote its products. It uses traditional media which is including an advertisement on television. This is advantageous due to its large reach and able to attract more people.

For example, Gucci Showtime for The Spring Summer 2019 Campaign (refer to appendix 1). An homage to the beginnings of celebrity culture and the golden age of Hollywood musicals.

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Gucci Showtime for The Spring Summer 2019 campaign focuses on the cheerful and playful spirit of the era. In gowns with long shimmering beads and sequin suits from The Spring Summer 2019 by Alessandro Michele and characters impersonate famed musical stars from the 30s and 40s. (MSN 2019)/(Gucci 2019)

Besides, Gucci advertises on various social media platform with more focus on Facebook (Refer to appendix 2), Instagram (Refer to appendix 3), YouTube (Refer to appendix 4) and Twitter (Refer to appendix 5). It is due to high monthly usage of social media. It has more than one hundred thousand likes or followers on these social pages which are exposed to frequent content uploaded by Gucci.

Nowadays, it uses social media advertising which is affordable and beneficial due to the increasing usage of the internet. Through advertising, Gucci can build up long-term image for their products. For instance, Lucas Hedges and Taylor Russell captured together at Rome’s Capitoline Museums to attend the Gucci Cruise 20 fashion show(Refer to appendix 6). Taylor Russell wore a GG dress, lace tights, leather loafers and GG Marmont shoulder bag. (Refer to appendix 7)

Besides advertising through the social media, Gucci also promotes their products by using billboard to to create brand realization for gucci's product in the market. Billboard advertising enables the information attain to the public as fast as possible cause it can target a diverse and large market. Gucci needs to think of more creative ideas to raise the frequency of consumer exposure. For example, Gucci promotes their handbag on the billboard at the highway to attract the public because the billboard is huge and easy eye-catching during traffic jam. (Refer to appendix 8) As a result, using the billboard is an effective method for Gucci to advertise their products.

Furthermore, Gucci also designs their own website. (Refer to appendix 9) Inside the Gucci official website, the users or consumers can understand more information about the Gucci’s products, event and stories. (Gucci 2019) For example, Gucci’s product for men or women include bags or handbags, clothing, shoes, accessories and others. Besides Gucci official website, they also designs their own mobile app. (Refer to appendix 10) It can let the user understand more information about the Gucci's product through mobile app. Not just can use official website, it also can use mobile app.

In addition, personal selling also used by Gucci as one of the promotion tool. Personal selling is where the Gucci used the sales force usually are the people to sell the products face-to-face to the consumer in order to build the relationship with customers. In this case, Gucci will hire the promoters such as sales manager, sales associate, sales assistant and sales representative. They are representing the Gucci to the customers and responsible to inform and promote the products to the consumer so that they will purchase the product. (Refer to appendix 11) Gucci undergoes personal selling with a large sales force to raise its presence in stores.

It is a face to face interaction between the consumer and the sales representative whereby the promoter displays the products to the consumer describe its utility and features, demonstrates its function, answers the consumer's questions, tells the price, discount available and convince them to purchase the products. In this kind of method for selling, the consumer can get the full information about the product and can physically verify it and to make a decision.