Marketing case study: Gucci
Table of Contents
- Market analysis.
- The luxury market.
- The Macro environment.
- Micro-environment.
- Gucci: The brand and its worth.
- SWOT analysis.
- The Gucci values.
- Positioning the brand.
- The marketing strategy of the brand.
- The Gucci clientele.
- The Gucci marketing mix.
- Conclusion.
- Bibliography.
SummaryWith the assistance of Tom Ford and Domenico de Sole, GUCCI became one of the great successes of the sector. In 1921, Guccio Gucci founded a company in Florence, for the manufacture of luggage and saddles of high-quality. In 1938, he opened a shop in Rome, then in New York in 1951 and following that in Paris, Palm Beach, Tokyo and Hong Kong. In 1987, the brand had to face disputes between the GUCCI heirs and a buyback by Investcorp which resold it in 1997. In 1990, Tom Ford became the creative director for the women's ready-to-wear clothes section, then in 1994, he became the artistic director. In 1999, Gucci formed a strategic alliance with PPR and became a multi-brand group. The Gucci Group consists of GUCCI, YSL, Alexander Mc Queen, Stella Mc Cartney and Balenciaga. Luxury fashion houses have shown a significant growth since the Eighties. However, in order to maintain a share of the dream associated with the purchase of a luxury item, the latter cannot be mass produced. Moreover, the house must respect the integrity of its quality, its distribution network, and innovation in its products. It must therefore combine growth and development to maintain the luxury character of the brand.
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