Gucci

MARKETING- GUCCI
Gucci is an Italian high-end luxury fashion house based in Florence, Italy.[1][2][3] Its

product lines include handbags, ready-to-wear, footwear, accessories, and home
decoration
Gucci was founded in 1921 by Guccio Gucci (1881–1953) in Florence, Tuscany.

Under the direction of Aldo Gucci (son of Guccio), Gucci became a worldwide-known
brand
Gucci is an Italian Luxury fashion brand owned by the French company “Kering”.
Gucci is a powerful brand that is synonymous with luxury and exclusivity. It has had
a consistent brand identity over the years which is the reason for its success in the
Luxury Market.
Gucci, is an Italian fashion house (fashion design company).

It was started by Guccio Gucci (1881 – 1953) in Florence in 1909.[1] Gucci is seen as one of the
most famous, successful, and easily recognizable fashion brands in the world.[2] Gucci is now
owned by the French conglomerate company, Kering.
BusinessWeek magazine says that Gucci made more than US$7 billion in 2006, and was 46th in
the magazine's yearly "Top 100 Brands".[3] For this reason Gucci is the second biggest selling
fashion brand after LVMH. Most importantly Gucci is the biggest selling Italian brand in the world.
[4]
Gucci has about 425 shops in the world and it sells its products to other shops
by franchisees and department stores.
Here are some Gucci statistics in 2023
 Industry: Luxury
 Founded: 1921
 Headquarters: Florence
 Country: Italy
 CEO: Marco Bizzari
 Rank: 31 as per Forbes
 Website: Gucci
 Revenue: €10,487 million as of 15 February 2023.
 Employees: 20,711 Employees
 Stores: 528 Directly Operated stores (181 in Asia-Pacific, 107 in North
America, 103 in Western Europe, 73 in Japan, and 64 in the rest of the world)
 Products that drive revenue: Leather goods (52%), Shoes (21%), Ready-to-
wear (15%), Watches and jewelry (5%), and Others (7%)
 Areas of Distribution: North America (29%), Asia-Pacific (36%), Western
Europe (22%), Japan (6%), Rest of the world (7%)
 Sales by Channel: 91% directly operated stores and 9% Wholesale and
royalties
Gucci Marketing Mix gives high importance to product placement, product portfolio,
pricing strategy, promotional activities and physical evidence of the Gucci brand.
Owning Gucci products and other accessories is a status symbol and this is why
buyers are ready to purchase from the premium brand.
An important aspect of the Gucci marketing strategy is maintaining the visually

appealing look of the company in the target market. The marketing objectives behind
the Gucci marketing mix framework are to maintain its high status, connect with
Gucci’s customers and achieve business goals.
Who is Gucci’s Target Audience?
Gucci from Guccio Gucci is a luxury brand that believes in product innovation and
superior quality products. The raw materials are some of the finest in the industry
which automatically increases product prices.
When you have premium products then you have to keep the elite class as a target
audience. This is what Gucci has done as part of Gucci’s marketing strategy. It has
focused its sight on celebrities, high-profile personalities and the upper class as its
target audience who do not worry about the price tag while selecting products.
The brand image of Gucci has been in the hands of its creative director from the beginning.
Alessandro Michelle the creative director from 2015 -November 2022 helped to boost the
image and visibility of the Italian brand through several collections over the years. The Aria
Collection in 2021 is a prime example of adding value as it helped to maintain the brand
position in the market as one of the most valuable luxury brands in the world.
Gucci Product Strategy: Marketing Mix of Gucci
Gucci started its journey as a manufacturer of leather goods and since then has become one of
the prestigious luxury fashion brands worldwide. The Italian fashion brand is a major player
in the personal luxury goods market. One-third of its market value is because of sales of other
accessories like handbags and luxury watches.
Marketing mix Gucci framework has positioned the brand products at the top because of
product innovation, premium design and quality materials. The brand with help of Gucci’s
marketing strategy has made sure that Gucci products appear extremely expensive and
superior to the customers as this will help in maintaining the tag of a visually appealing
premium brand in the fashion world.
Gucci Marketing Plan

Gucci strategy employs the STP or the Segmentation, Targeting, and Positioning
strategies. Under the segmentation category, Gucci uses demographic as well as
psychographic criteria. Under the targeting category, restricted consumers have
been targeted by Gucci. Furthermore, as far as positioning is concerned, Gucci
places its product on the highest pedestal, and rightly so. The premium quality
design of the products makes it choose the value-based positioning criteria under the
Gucci marketing strategy.
MARKETING MIX
The marketing strategy helps the brand attain and maintain its stature. Moreover, the
Gucci marketing strategy also helps the brand achieve its business goals and
objectives. The 4Ps of the marketing mix are:
PRODUCT | GUCCI MARKETING STRATEGY
The product portfolio of Gucci is huge. It is also breathtaking at the same time.
Furthermore, Gucci sells all kinds of luxury fashion products such as handbags,
jewellery, watches, and other accessories along with high-quality clothing. Gucci has
its expertise in designing handbags. Moreover, the brand designs products for both
men and women. With the creation of all these products, the Marketing strategy has
firmly associated luxury with all their products. Furthermore, Gucci presents its
products in a manner that appears extremely expensive and of superior quality.
PLACE
According to the Gucci Marketing strategy, the company has to set up its stores in a
place that provides a very soothing and sumptuous environment. The employees at
Gucci stores are extremely welcoming and pleasant. The place of stores and the
channel of distribution appeals to high-end and elite customers. Furthermore, under
the Gucci Marketing strategy, the company has taken a very active role
in market penetration. They have thus, opened their stores at several strategic
localities around the world. The company collaborates with popular celebrities to
further reach out and its website handles all the online sales.
PRICE
Gucci is a well-established fashion brand that has adopted a premium pricing
strategy. According to the Gucci Marketing strategy, premium pricing strategy is
adopted because Gucci products are the best in terms of quality. Furthermore, its
prestigious brand name has a standard precedent that allows the company to
command over the prices. Moreover, the customers of Gucci are mostly upper-class
people and feel that buying a Gucci product is a status symbol. According to Gucci
Marketing strategy, the products are unique and timeless, thus, high prices for Gucci
are acceptable.
The “Genius Jeans” entered the Guinness World Records as the most expensive
pair of jeans in the entire world. They were valued at a whopping $3,134 back in
1998.
PROMOTION
Gucci Promotion
The company has been in existence for 100 years. Under the Marketing strategy,
they have nicely maintained the traditional promotional strategies to retain their older
clients and maintain the affinity. However, with changing times the company has also
adopted new promotional strategies by engaging people on social media and also by
investing in advertising. Television ads and other activities are also generating a
buzz for the new collection of the brand are used for Gucci marketing strategy.
Furthermore, several celebrities wear Gucci products. Right from the ethereal

Audrey Hepburn to the glamorous princess of Monaco; Grace Kelly. One of the most
significant moments of promotion was when, Gucci launched a line of handbags
called “Jackie O”, in honor of Jacqueline Kennedy.
In recent years, celebrities like Blake Lively, Charlotte Casiraghi, Victoria, and David
Beckham have promoted the interests of the brand by simply adorning the Gucci
fashion.
https://blog.mentyor.com/gucci-marketing-strategy/
https://www.marketing91.com/marketing-strategy-gucci/

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MARKETING- GUCCI

Gucci is an Italian high-end luxury fashion house based in Florence, Italy.[1][2][3] Its

Gucci was founded in 1921 by Guccio Gucci (1881–1953) in Florence, Tuscany.

Gucci, is an Italian fashion house (fashion design company).

Here are some Gucci statistics in 2023

An important aspect of the Gucci marketing strategy is maintaining the visually

Gucci Product Strategy: Marketing Mix of Gucci

Gucci Marketing Plan

Furthermore, several celebrities wear Gucci products. Right from the ethereal

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