Marketing Strategy Gucci – With more sales and larger audiences to reach, it’s vital for businesses to “get seen” by consumers. Product placement, distribution and logistics play an important role in bringing your product to the target market. Due to strong competition and wide variety of products, it is very important for businesses to ensure that products reach the right place at the right time and where they want it. If the business does not choose good conditions and distribution, other efforts will be futile.
When we talk about luxury brands of jewelry and leather goods, only the Italian brand GUCCI comes to our mind. Gucci was founded by Guccio Gucci in 1921 and is an Italian brand owned by the French company Kering. In this modern age where everyone gives importance to lifestyle, fashion and personality. Gucci is considered a famous, honest and successful brand that gives them a sense of personal feelings about their values. It designs, manufactures and distributes highly sought-after products including footwear, apparel, leather goods, timepieces, fine jewelery and sunglasses. (Kering 2016).
Marketing Strategy Gucci
Famous companies like GUCCI and Prada renew 80% of their products every season. Lead time in marketing business and sales lead time are relatively short. Only those retail companies whose supply chain survives are responsive to sudden changes in the market. The concept of an agile supply chain is a competitive advantage in business processes. The GUCCI supply chain is impressive in terms of quick response. It includes more than 600 companies including 70 primary retailers and 500-600 secondary retailers. To maintain quality and collaboration, Gucci also gives its partners money for new equipment and technology. They chose vendors that met their needs (Stone & McCall 2006).
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GUCCI relies on specialized distribution networks to control service levels. In exclusive distribution, only wholesalers carry manufactured goods. The company tries to sell its products online and directly through DOS operated stores which account for 70% of the company’s revenue (Erthruvu 2016).
Gucci used a strategy of direct management of its stores. Before De Sol (CEO) and Tom Ford (Creative Director) took over, Gucci was everywhere. The company had little control over them so they focused on strengthening the network of direct stores. They invested money in renovating their stores to attract younger customers and cope with the modern era (itm 2011). They put their products in company stores because they believe that these stores are important to show the products and brands to the customers. By controlling the entire distribution channel, they are controlling the customer’s perception of the brand.
Expensive high street shops attract and motivate customers. The interior decor is well decorated and the products displayed on the windows reflect the true meaning of the brand in terms of lifestyle and sophistication. All customers are dressed in black, even the security guard is dressed in a style that shows people’s true sense of fashion when you wear GUCCI products.
To encourage sales and connect with consumers, GUCCI uses social media to promote its products. Gucci Fashion was called a genius for its development on the Internet. They promote their products well on social media with the aim of providing their customers with a wide selection of products both in physical stores and online. It is also valued by a few high-end retailers that offer their customers in-store search tests for special items. According to one study, it was ranked number 1 in the digital age (Bulman 2010).
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One of the most impressive forays into digital advertising by the Gucci brand is the creation of “The Agenda,” a website that breaks down its collections, sharing the motivations and thinking behind them. By doing this they increase their presence on social media and now consumers say they must have and want GUCCI products. Gucci uses a pull strategy (sales, discounts and loyalty programs) in its distribution to reflect the purchase in its market.
Due to globalization, advancement in technology and competition, it is important for companies to develop flexibility in their distribution channels. It is very useful if the product is available to the customer at the right place at the right time. Organization is a very important factor in business now.
Bulman, L 2010, Gucci uses social media to promote and increase sales of its products, retrieved 13 May 2016, .
Arthur, A. 2016, Strategic Marketing – A Study of Gucci Group Marketing Strategies, Scribd, retrieved 15 May 2016, .
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FRANk, F o, Huray, AL & Thomas, M 2013, FRANk is a marketing and communications network in Melbourne, Google+, accessed 12 May 2016, .
Itm 2011, Star-designer Strategy: Rebuilding Gucci and Tom Ford, Journal of International Management, retrieved 16 May 2016, . The Gucci marketing mix emphasizes product offerings, product lines, pricing strategies, promotional activities and physical evidence of the Gucci brand. Owning Gucci products and other accessories is a status symbol and hence consumers are willing to buy from the exclusive brand.
An important part of Gucci’s marketing strategy is maintaining the company’s image in the target market. The marketing objectives behind Gucci’s marketing mix framework are to maintain its high quality, connect with Gucci’s customers and achieve business goals.
Italian fashion brand Gucci from Guccio Gucci is one of the most sought-after luxury brands in the world. The brand name is synonymous with high quality, high quality brand with high price. If one describes the company, the words that come to mind are new and powerful as a luxury brand that has cemented its position as one of the most desirable homes ever in the world of commercial real estate. What is strong?
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The product and service offerings provided by the luxury brand are unmatched in terms of quality and attention to minute details. Gucci products are Italian craftsmanship at its best and this is why the company has become popular with its audience.
Gucci by Guccio Gucci is a luxury brand that believes in product innovation and quality products. Raw materials are some of the best in the industry which automatically add value to the product.
If you have additional product then you should have special class as target audience. This is what Gucci did as part of Gucci’s marketing strategy. It has focused on famous people, high status and upper class as its audience who do not care about price while choosing products.
Gucci’s image was in the hands of its director from the start. Alessandro Michele, director from 2015 to November 2022, helped refine the image and vision of the Italian brand through several collections over the years. The Aria collection in 2021 is a perfect example of value addition as it helped establish the brand’s position in the market as one of the most important brands in the world.
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Gucci started its journey as a leather goods company and has since become one of the most famous fashion brands in the world. The Italian brand is a very popular player in the luxury goods market. A third of its market value is due to sales of other accessories such as handbags and luxury watches.
MARKETING MIX The Gucci framework has positioned the brand’s products at the top because of product innovation, unique design and quality. Branding with the help of Gucci’s marketing strategy has ensured that Gucci’s products look very expensive and high-end to consumers as this will help to maintain the brand as a standout brand in the retail world. .
Product mix in Gucci’s marketing strategy focuses on all Gucci products and services provided by the store.
Luxury goods include footwear, ready-to-wear, leather bags, home decor and other accessories. The Gucci name is licensed to Coty Inc for cosmetics and fragrances under Gucci Beauty.
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The famous brand has a wide range of Gucci products for men, women and children in all sizes. Gucci’s product categories and product offerings include-
Gucci is known worldwide for its handbags made of leather and precious materials because of the different designs and signature lines in this collection. Gucci’s marketing strategy includes handbags including shoulder bags, small bags, top bags, clutches, belt bags, day bags and satchels.
Gucci is one of the most famous shoe brands in the world. Gucci products include shoes, boots, sneakers, boots, mules, loafers, pumps, sandals and boots.
Gucci’s marketing strategy focuses on its accessories as it is one of the most profitable luxury brands. Products include wallets, bags, paper bags, belts, hats, jewelry, socks, pants, scarves and sunglasses, etc.
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The decorative segment in Gucci’s marketing plan includes furniture, wallpaper, textiles, home accessories and tables.
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