Marketing case study: Gucci

With 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.

Tags: Marketing of Gucci, Gucci marketing, Marketing strategy of Gucci, Gucci marketing strategies, Marketing mix of Gucci

[...] Multi-brand products (LVMH, PR, Gucci Group) have appeared since the year 2000. However, this strategy is not without fault. In fact, it is difficult to ensure identical development for brands with different characteristics and histories. Moreover, to develop a brand, costs play an important part because of increased competition and a very versatile market. The expansion of boutique networks, in particular, fashion houses In term of expansion of boutique networks, LVMH group clearly remains the leader since 2000, followed by the Gucci Group a breakaway from the remaining pack namely Hugo Boss, Hermes, Christian Dior. [...]

[...] Case study: the new perfume Gucci by Gucci The theories of marketing-mix are not easily applicable to luxury ready-to- wear clothes and leather goods, because it is downstream marketing and not upstream. It thus does not really have a characteristic of product, because the choice is left to the designer. However, one can apply this principle of marketing-mix to an accessible luxury item, perfumes. We thus will study the marketing-mix of the new perfume of Gucci, “Gucci by Gucci”, in detail. [...]

[...] Communication: In the marketing of luxury, one buys a brand, a sense of belonging, a need for respect (or to be considered in the case of a gift). One spoke of the codes of luxury, of the “distinguishing features” of the tribe, of that which differentiates the universe of luxury from the common people. Luxury is a factor in identification: it is a way of being different, of asserting oneself, of not being like the others or in any case of copying those which one admires. [...]