GUCCI Brand Analysis


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  • In terms of differentiation, we believe that Fresco Armani can build a brand concept of sophistication, high-class, high-quality, and innovativeIt should position itself based on product leadership, which includes quality, leadership, and performance, as well as symbolic-expressive value, which would attract those that are concerned with status and image.
  • GUCCI Brand Analysis

    1. 1.
    3. 3. <ul><li> Gucci is an Italian company founded in Florence and
    4. 4. considered to be the most recognizable fashion
    5. 5. brands all over the world.
    6. 6. Gucci is known for the high-quality leather products and
    7. 7. hand-making shoes.
    8. 8. Gucci accelerated internationalization in 1989 and targeted
    9. 9. at young generation and Asian Pacific Region.
    10. 10. At present, Gucci is operating 450 stores worldwide. </li></li></ul><li>Guccio Gucci<br />Gucci was born in Florence.<br />Guccio Gucci (26 March 1881 – 2 January 1953) was an Italian business man and fashion designer, is the founder of The House of Gucci and son of an Italian merchant from the country’s northern manufacturing region.<br />
    11. 11. PRODUCT<br />
    12. 12. GUCCI LADIS DRESS<br />
    13. 13. GUCCI MENS DRESS<br />
    14. 14. GUCCI CHILDREN’s LINE<br />
    15. 15. GUCCI FOOTWEAR <br />
    16. 16. Accessories<br />
    17. 17. brand<br />The Gucci Group in now a multi-brand conglomerate, with a collection of high fashion brands, like:<br />Gucci<br /> Alexander McQueen<br /> Balenciaga<br /> Bédat & Co<br /> Bottega Veneta<br /> Boucheron<br /> Sergio Rossi<br /> Stella McCartney<br /> Yves Saint Laurent<br />Today, it is one of the world’s leading luxury brands, in fact the name Gucci conjures a vibe of exclusivity and prestige, an Italian brand of quality.<br />
    18. 18. customers<br />Europe, Asia Pacific, Australia, Hong Kong, Japan, Singapore, Switzerland and U.S.<br />Why Gucci family slogan is<br />“quality is remembered long after the price is forgotten” ?<br />We think that quality is crucial in giving the customers an idea of the best product available.<br />
    19. 19. leadership<br />Industry: fashion<br />Segment: high fashion<br />A good leader is able to make staff feel involved and part of company success or failure and he must represent people’s feelings.<br />Gucci has created and defined concepts of fashion using charisma and intuition.<br />
    20. 20. location<br />Statutory headquarters: The Netherlands <br />Administrative Centre and Human Resources Department: Florence, Italy<br />
    21. 21. mission<br />To become a group leader in the luxury market at world-wide level through: putting into effect and maintaining.<br />Main goals:<br />- to coordinate a standard and global planning process<br />- to reduce global complexity from the different regions<br />- to improve system accuracy and reduce business risk<br />
    22. 22. competitors<br />In Italy: - Armani <br /> - Versace<br /> - Dolce & Gabbana<br /> - Prada<br /> - Moschino<br />In the world: -Chanel<br /> - Dior<br /> - Burberry<br /> - Ralph Lauren <br /> - …<br />Gucci, Armani and Versace are the most desired designer labels, but are they also the most desired designer clothing? For the great many fashion consumers, that brands are the most common designer labels, but they select different designers labels too, how many would then really choose Gucci, Armani and Versace? If nothing else, this survey probably reveals some disturbing facts about consumer manipulation.<br />
    23. 23. Chanel<br /><ul><li>Chanel is a dominant couture company comes from France.
    24. 24. The most famous products of the company is the leather metal
    25. 25. chain handbag and the perfume―Chanel N˚5.
    26. 26. Chanel has owned more than 100 boutiques all
    27. 27. over the global.</li></li></ul><li><ul><li> DOLCE&GABBANA is an Italian company
    28. 28. based in Milan.
    29. 29. The company separates the brand into two
    30. 30. leading lines.
    31. 31. DOLCE&GABBANA opened the first
    32. 32. international boutique in Japan 1989.</li></li></ul><li><ul><li> Versace is an Italian corporation established in 1978.
    33. 33. Versace Furniture and Versace hotel―Palazzo Versace.
    34. 34. The company launched an inferior series for the
    35. 35. economic group.
    36. 36. Versace do business in 60 countries and own more than
    37. 37. 200 boutiques .</li></li></ul><li>Positioning: Brand Personality<br />The GUCCI Target Customers<br />Middle-aged<br />High income<br />High status<br />Businessman<br />
    38. 38. success and expansion<br />In 1990s, Gucci decided to extend beyond its “mature” style in creating a trendy brand. The vision of the company is that Gucci has become a beautiful symbol of maturity with aristocratic lines, and no longer a boring icon.<br />In few years, the company spent a lot to built new stores and so it came through the global economic bump of 1998. The international expansion permitted brand development.<br />
    39. 39. organization<br />The Company directly operates stores in major markets throughout the world and wholesales products through franchise stores, duty free boutiques and leading department and speciality stores.<br />
    40. 40. WORKERS IN THE COMPANY:<br />Robert Polet -President, Chief Executive Officer <br />CEO Domenico de Sole- President and Chief Executive Officer of the Gucci Group and Chairman of the Group’s Management Board<br />Tom Ford- Creative Director<br />FridaGiannini – Creative Director of Gucci<br />Gucci Group believe that every employee is an ambassador for the Group and its brands. <br />
    41. 41. strategy<br />The strategy of Robert Polet, the new chief executive of the Gucci Group is: - to focus on meeting with employees - to build one business plan- to understand the taste of the people - to consider what their looking for, their ambition and the target.<br />
    42. 42. advertising<br />The company advertises through media, magazines, television, posters, etc.<br />
    43. 43. breakdown of revenue by brand of Gucci Group of PPR in year 2009<br />
    44. 44. SWOT Analysis<br />Strengths<br /><ul><li>Very Strong Brand Image
    45. 45. Control Its Distribution Channels
    46. 46. Strong Chain Value With Suppliers & Retailers
    47. 47. Directly Operated Stores
    48. 48. More Control Its Distribution Process</li></ul>The 2003 figure showed that DOS accounted for 61.3% of revenues compared to a much lower 32.5% in 1999.<br />
    49. 49. SWOT Analysis<br />Weakness<br /><ul><li>The instability of its management
    50. 50. The financial base is weak and alarming</li></ul>from $17 million in 1998 to $143 million in 1999 and to $1.3 billion in 2003.<br />
    51. 51. SWOT Analysis<br />Opportunities<br /><ul><li>the emerging luxury markets in growing economies from Asia such as India and China.
    52. 52. creating competitive advantage in different business segments
    53. 53. the need to expand and create more luxurious products arise</li></li></ul><li>SWOT Analysis<br />Threats<br /><ul><li>Companies can carry several brands and business segments .
    54. 54. Invest huge money in brand promotions in order to maintain their image.
    55. 55. Diversified product Range.</li></li></ul><li>BRAND POSITIONING<br />Perceptual map<br />Luxury<br />Innovative<br />Traditional<br />Affordability<br />
    56. 56. Positioning: Differentiation & Strategic orientation<br />Differentiation:<br /><ul><li>Brand concept
    57. 57. Sophisticated, high-class, high-quality, innovative</li></ul>Strategic orientation:<br /><ul><li>Product leadership
    58. 58. Quality, leadership, performance
    59. 59. Symbolic-expressive value
    60. 60. Appeal to consumers’ self-concepts and self-worth, prestige, status, image </li></li></ul><li>Tendency of Fashion Industry<br />The luxury brands are seeking more market shares The luxury brands are seeking more market shares in the emerging markets like Russia, China and Middle East.<br />in the emerging markets like Russia, China and Middle East.<br /> (The forecasting growth of the fashion industry in U.S.)<br />The affordable luxury market all over the global is facing a trouble of losing sales on its leading customer group---middle class.<br />
    61. 61. ethics<br />Gucci Group has adopted the Code of Business conduct and Ethics (values and principles) for directors, officers employees of the Company<br />OPERATING PRINCIPLES:<br />Build common understandings<br />Apply our values<br />Be accountable<br />Work as a team<br />Individuals must know the details of all applicable laws, rules and regulations.<br />Individual private interest may not interfere with the interests of the group.<br />Individuals can’t take for themselves personally opportunities in which they could anticipate the Group<br />No one should operate with unethical or illegal business practices.<br />Gucci Group employees must respective their areas of responsibility.<br />Where Code violations are determinated to exist, appropriate corrective and disciplinary actions will be taken.<br />VALUES:<br /><ul><li> Integrity
    62. 62. Excellence
    63. 63. Fairness
    64. 64. Sense of purpose
    65. 65. Inclusiveness</li></li></ul><li>WORLD RECORDS<br />“Genius Jeans”<br />Guinness World Records cites the Gucci “Genius Jeans” as the most expensive jeans in the world. A normal pair of Gucci jeans that had been distressed, ripped and covered with African beads, when they debuted in October 1998 in Milan, were priced at an astonishing $3,134.<br />
    66. 66. THANK YOU<br />