Marketing case study: Gucci
Summary :
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.
Abstract
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.
See similar documents : Marketing
1
Analysis and comparison of the advertisements of Gucci and Donna Karan (DKNY)
Case study | 05/17/2009 | en | .doc | 4 pages
3
Strategies of expansion at the time of deceleration: The case of LVMH
Case study | 01/15/2009 | en | .doc | 10 pages
4
Feasibility study of a new cosmetic product launch on the American market
Market study | 01/19/2009 | en | .doc | 25 pages
Latest in the category : Marketing
1
Marketing a product and determining the market strategy
Term papers | 11/12/2009 | en | .doc | 2 pages
Most downloaded in the last 30 days : Marketing
4
The relevance of Below: The Line activities to current marketing communication practices
Term papers | 04/02/2009 | en | .doc | 11 pages
Change Currency
Our guarantee :
How it works?
Quality guaranteed
Refunds
Secure payment
Who are we ?
