GUCCI

1
GUCCI
Introduction:
Gucci is a luxury fashion house based in Florence, Italy. Its product lines include
handbags, ready-to-wear, shoes and accessories, makeup, fragrances, and home decoration.
Gucci was founded in 1921 by Guccio Gucci in Florence, Tuscany. Under the direction
of Aldo Gucci (son of Guccio), Gucci became a worldwide-known brand, an icon of the Italian
Dolce Vita.
In 2019, Gucci operated 487 stores for 17,157 employees, and generated €9.628 billion in
sales (€8.2 billion in 2018). Marco Bizzarri is CEO of Gucci since December 2014, and
Alessandro Michele creative director since January 2015. Gucci is a subsidiary of the French
luxury group Kering.
Historical Background:
1921: Foundation of Gucci as a small leather saddlery shop in Florence by the
Italian Craftsman Guccio Gucci
1955: Gucci name is registered as a trademark.
1982: Gucci shares become listed on the stock market.
1991: Gucci headquarters move from Florence to Milan • 3 years later moves back to
Florence.
1993: Maurizio Gucci, grandson of Guccio Gucci sells 50% share, ending the Gucci
family ownership of the Gucci company.

3
2004: Kering formerly known as PPR (Pinault- Printemps Redoute) increases it's share
to 99.4% of Gucci.
Logo significance:
Aldo Gucci designed the Gucci logo. it is the emblem of luxury, grandeur, finesse and
quality. The memorable “double-g” logo of Gucci comprises of the two interlocking,
perfectly- executed “G”, inspired by founder name Guccio Gucci. The black color in the
Gucci logo represents the dominance, excellence and elegance of the brand.
“Quality is remembered long after the price is forgotten”
Products:
 Gucci initially was into the leather fashion accessories but later drifted to high
class dresses for women, men’s apparel, accessories including handbags and
wallets for men and women and also shoes and then later on watches.
 it also includes babywear in its product which is comfortable and fashionable.
 Gucci’s signature eyewear is very catchy and its perfumes heavenly.
 It also has a wide range of home products that includes bedding, furniture and
wallpaper.
 All in all, it has everything one needs under one brand. Gucci serves all its
exclusive products with the help of well-trained professional salespersons and that
to in a very attractive packaging.
Gucci’s customer:
 Gucci’s target market has primarily included celebrities, the wealthy, fashionistas
and the upper class.
 The target audience has now been expanded to include middle and upper-middle
class of men, women and children. Men Women Rich
Gucci Car: (Fiat 500 Gucci Edition)

 In 1972 Gucci got associated with American motors association & now It has
launched its own car featuring Jenifer Lopez as its spokesperson.
 Fiat and the Florence-based label present the "500 by Gucci", an important
partnership between two brands that have always expressed Italian genius and
creativity across the world.
Brand Equity:
Gucci and similar businesses made significant efforts to establish their brand equity
because of its vital business line.
4
Here, the idea is distinctiveness and uniqueness as these firms work in a niche market.
Additionally, Gucci drives higher prices and the number of outlets.
High Quality: Gucci is relied on their unique, tradition, and high-quality design.High
Quality.
Uniqueness: Gucci is a renowned brand across the world for its unique blend of fashion
authority and luxury heritage and impeccable craftsmanship of Italy.
Marketing Strategy:
 Their basic marketing strategy is the placement of their stores, which are in the
most expensive areas of London, Paris, New York, Rome and Tokyo.
 Their outlets are visually very appealing with high class and most expensive
interior and exterior.
 They offer discount and sales for the promotion of their brand and products.
 They initiate awareness about their products.
 They invest heavily in advertisements of their products to attract more customers.
Prices:
 A rough estimate for a “cheap” handbag from Gucci would start at around $595.
 A rough estimate for a very high-quality handbag was start at around $15,500.
 Evening wear shoes would start at around $930.  Sneakers would start around
$375.
 Woman’s wear clothing would start at around, for shorts and shirts: $790.
 Men’s wear clothing would start at around, for shorts: $595 and shirts: $625
Brand Value:
 Brand value of Gucci is $12 billion with revenue of $4.3 billion.
 Gucci is ranked 44 in world’s most valuable brands in 2016.
 It is the top most valuable brand in Italy & second most in world in luxury
category.
Distribution Channel:
 Gucci has control over its distribution channels cutting out middle men like
suppliers and retailers. Gucci has Directly Operated stores.
 They have online shopping facilities for their customers to reach their products
quite easily.
5
Online Marketing:
 Gucci has online marketing strategy so that they can reach their valuable customer
easily.
 Gucci has their own distinctive website enabling people to see their products.
SWOT Analysis:
Strength:
 Strong brand image.
 Control its distribution channel effectively.
 Directly operated stores.
 Has a huge product portfolio.
 Association with automobile company added brand value
Weakness:
 Has to invest huge money in order to protect & maintain its brand image.
 Diversified product range, hence has a risk of brand dilution.
 Instability of its management.
 Decreasing brand value slowly.
Opportunities:
 Emerging luxury markets in emerging economies
 Creating competitive advantage in different business segments
 To target youth segments with stylish designs
 Creating online shopping facilities for all over the world
Threat:
 Extremely competitive market
 Product substitution is easily available
 Diversified product range.
Competitors:
 Dior
6
 Versace
 Chanel
 Prada
 Louis Vuitton
 Burberry
 Hugo boss
Gucci Stores:
 Gucci has 532 stores around the world all of which are directly controlled by
Gucci.
 Each Gucci store signifies its elegancy, style and fashion.
Gucci museum:
 In 28 September, 2011 Gucci opened a 1,715 square meter museum charting its
history in Florence.
 This museum is named as GUCCI MEUSO.
Achievement & Recognition:

House of Gucci is an Italian iconic fashion and leather good items. It is one of the most
famous and prestigious brands known globally. The organization has also won many
awards. Some of the prestigious awards won by the organization are:
 Vogue Best New Designer (1995)
 Designer of the Year (1996)
 CFDA International Designer of the Year (1996)
 Elle Style Awards' Style Icon Award (2000)
 British GQ International Man of the Year Award (2000)
 Time's Best Fashion Designer (2001)
 GQ Designer of the Year (2001)
 First Annual Fashion Design Achievement Award at the Cooper Hewitt Design
Museum's National Design Awards (2003)
 The brand also occupied 46th position in the Business Week magazine which
featured Top 100 Brands chart (2007)
 International Designer Award at British Fashion Awards (2015)
 International Business Leader & International Accessories Designer by British
Fashion Council (2016)
 CFDA International Award (2016)
World Record:
7
GENIUS JEANS GUINNESS BOOK OF WORLD RECORD CITES THE GUCCI

“GENIUS JEANS” AS THE MOST EXPENSIVE JEANS OF THE WORLD. A PAIR
OF NORMAL GUCCI JEANS THAT HAS BEEN RIPPED & COVERED WITH
AFRICAN BEADS. WHEN IT WAS PRESENTED IN MILAN BACK IN OCTOBER
1998, IT GOT AN ASTONISHING PRICE OF $3,134.

GUCCI

Uploaded by

Copyright:

Available Formats

GUCCI

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

GUCCI

Uploaded by

Copyright:

Available Formats

1

luxury group Kering.

Italian Craftsman Guccio Gucci

1955: Gucci name is registered as a trademark.

1982: Gucci shares become listed on the stock market.

family ownership of the Gucci company.

Gucci Car: (Fiat 500 Gucci Edition)

Achievement & Recognition:

GENIUS JEANS GUINNESS BOOK OF WORLD RECORD CITES THE GUCCI

You might also like