Gucci was founded in Florence in 1921 by Guccio. This man
was once a liftboy at a luxury hotel, where the upper class guests that daily
walked by him inspired him at a young age.
At an older age, Gu luxury and sport & lifestyle.
The big message that the brand wants to communicate to their
audience is that their items are high-class, fashionable, enduring and
imperial. Since its existence, Gucci has connected with the other famous brand
designers, such as Alexander McQueen, Tom Ford, Jackie Kennedy and Audrey
Hepburn. With this said, the image of the brand has extended and maintained its
successful image of luxury in the fashion world.
Gucci has generated a solution to extend the supply chain,
which helps to distribute the products worldwide. A company called LeanSwift
has done this. This company makes sure that the excellence and correctness of
customer deliveries is managed to an excellent extend.
The fabrication of Gucci’s leather goods is located in
Florence. The headquarter of the leather production is located in Casellina. On
the other hand, the fragrances and eyewear is manufactured and distributed by
Safilo Group. Safilo group is based in Padua and has been partners with Gucci
for over 75 years. Proctor and Gamble developed the fragrances by Gucci. Gucci
delivers their products in over 180 countries worldwide.
Gucci’s target audience is mainly celebrities, fashionistas
and upper class wealthy people. In the
last years, the target audience has expended, by making the product more
accessible for middle and upper class women. The current customers are men and
women between the ages of 20-60. The most recent extension to the market is the
child clothing line.
Gucci has some aspect that need improving. Their main
improvement would be their low quality reputation as it has recently gone
downhill. Comparable brands such as Louis Vuitton, Prada, Chanel, Valentino and
YSL have a similar production process, where the quality has been going uphill
by the years, unlike Gucci. The price of Gucci items keeps increasing throughout
the years, which make customers furious as they expect improved quality
products. Analyzing their products and adjusting the materials used can improve
this reputation.
Gucci uses celebrities to market their products. This is
mainly seen when event such as the Oscars take place. This gives the brand a
great opportunity to show their most recent collection by using the ideal
models. Celebrities tag their worn brand when posting a picture on social
media, which enlarges the brand recognition. Moreover, Gucci uses magazines and
television commercials to market their brand. In various fashion magazines,
commercials from Gucci can be found. Television commercials are mainly acted
out by well-known celebrities.
Gucci has over 425 ships worldwide and sells its products to
other shops by department stores and franchisees. Yearly, over 10 shops are
opened across the world. According to analysis, this just keeps increasing,
which increases brand recognition.
Gucci is active on various platforms of social media. This
includes Instagram, Facebook, Snapchat (during fashion shows) and Twitter. This
gives the brand the opportunity to inform consumers when new collections are
launched.
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