Brand Project #1
By: Caitlyn Mae Cairme, Tricia Bobwich, & Dymond Wright
February 4, 2019
WHY:
- Mission Statement:
- “Eclectic, contemporary, romantic—Gucci products represent the pinnacle of Italian craftsmanship and are unsurpassed for their quality and attention to detail.”
- Luxury Brand:
- Gucci is a luxury brand that caters to the fashion leaders of our generation. Gucci stays true to its brand identity while also remaining unique in their market. The brand keeps its classic and timeless approach within every area of their collection, while also giving a new modern and edgy tone to the brand to fit the changing needs of the customer.
- Approachable High-end Retailer:
- Though Gucci is a luxury brand, they are best known to be one of the most approachable of all other high-end retailers.
- For example, luxury brands generally attract only consumers of the upper class, Gucci on the other hand is appealing to upper class and middle class customers due to their approachable presence and “must-have”, classic merchandise.
- High Quality Shoes, Accessories, and Apparel
- Consumers choose to shop Gucci because of their high quality products that are sourced, made, and crafted in Italy.
HOW:
- Target Market:
- Millennials, ages 22-37
- Educated men and women
- Working professionals with an elite lifestyle
- Disposable income enables them to spend on fashion
- Brand conscious/always on-trend
- Usually live in urban areas or heavily populated cities
- Incorporates luxury brands into their on-the-go lifestyle
- Repping brands like Gucci, gives them a sense of accomplishment and style
- Price Zone:
- Price zone indicates that Gucci’s image is luxury and high status
- Their merchandise can be obtained by working professionals and/or stylish young individuals who take pride in working towards buying the Gucci brand
- Their main target customer can purchase their merchandise at their price point so they are in the correct zone
- Sales & Promotions
- Three sales per year: Gucci offers two sales each year, both called Gucci Private Sales. One is during the spring/summer sale, usually taking place in May or June. The fall/winter sale, almost always happens in November or early December. The fashion brand also has a 10% off Customer Appreciation Sale each November
- Media:
- Today, Gucci is worn by celebrities and influencers all over the world which makes millennials want to wear the brand even more
WHAT:
- Brand History:
- The Gucci brand was founded in 1921 when Guccio Gucci opened his first store in Florence, Italy.
- Guccio got his inspiration while working as an elevator operator in London’s luxurious Savoy Hotel. He was impressed with the luxurious luggage that he saw the guests bringing with them so he decided to open his very own leather goods brick and mortar store.
- Many of his designs were inspired by horseracing, and his company was known for its incredible level of craftsmanship. Until Guccio Gucci died in 1953, he managed all aspects of his company. Aldo Gucci, Vasco Gucci, and Rodolfo Gucci took over the Gucci brand after the death of their father, Guccio.
- They promoted the products amongst Hollywood celebrities and expanded the brand overseas. In 1960, the Gucci brothers created a new brand logo, featuring two interlocking G's to symbolise Guccio's initials. All three sons eventually sold their shares of the company in the early nineties.
- Tom Ford was appointed as creative director in 1994 and Frida Giannini in 2005. As of January 2015, Alessandro Michele is now the creative director of Gucci.
- Brand Overview:
- Originated in Florence, Italy
- Currently, 550+ Gucci store locations
- Alessandro Michele has been the creative director since January 2015 CEO: Marco Bizzarri has been the
- CEO of Gucci since January 2015. Previously, he was the President and CEO of Stella McCartney (2005-2009) and Bottega Veneta (2009-2014).
- Falls under the Kering parent company
No comments:
Post a Comment