Gucci Recommendations - Tricia Bobwich

Martha Bobwich

Introduction to Strategic Advertising

Professor Ritter

2/28/19

From the dawn of the ever-changing fashion industry, our clothes have been an indicator of who we are as consumers and the brands we invest in. Although trendy outfits are often purchased out of personal interest, little is known about the companies themselves and how they operate behind closed doors. Luxury clothing brands in particular are known for their exquisite designs and exorbitant price tags. Take Gucci, for example. The brand promotes luxurious apparel that isn’t manufactured in factories that exploit child workers. They do nothing to back up these claims, however, and fail to make their places of production safe and environmentally friendly. They need to provide safe working conditions for their factory employees and refuse to hire children in foreign countries to prevent exploitation. With regards to their actual apparel and pricing, Gucci does not compensate for anyone who cannot afford a $900 T-shirt. Although their luxury brand appeals to the upper class and celebrities who can easily pay for these expenses, overvaluing their merchandise is what Gucci’s executives are experts at. However, several other luxury brands are ahead of the game when it comes to providing affordable, high-end clothing. Gucci should follow examples by other brands such as Ann Taylor, Express, and J.Crew. Their sales would rapidly increase if they lowered their prices. Finally, Gucci should market towards the younger generation if they truly want to boost their sales. They do have a children’s line, but it’s not as well known.