Brand Identity Of Gucci

Brand Identity Of Gucci
Brand Identity / Awareness
Gucci is a well known, international luxury fashion brand which is easily recognizable with its
famous icons such as the double G logo, horsebit and the red & green stripes (web) especially after
Guccio's sons succeeded in promoting the brand as luxury which attracted many rich customers. (
https://www.pearson.pl/wrap.php?
data=files/sample_pages/INTELLIGENT%20BUSINESS/9780582848092.pdf ) Many of Guccio's
clients were horse–riding aristocrats, and their demand for riding gear led Gucci to develop its
unique Horsebit icon which soon became the symbol of the fashion house. In the mid–60s, Gucci
adopted the legendary interlocking double G logo which was Aldo Gucci's idea representing the
initials of his father's ... Show more content on Helpwriting.net ...
He is currently an employee in a huge investment bank and his salary is very high. He is in a 4 years
relationship. He is very hard working but when he has some free time he enjoys to go to the gym
and to play soccer with his friends. He is very good towards his friend and his relationship as he
always support them and he is the first person in their mind to go for help. He loves spending his
money for presents for his girlfriend as well as himself. he buys always something that he needs so
when he goes shopping he doesn't spend so much time but he is a loyal customer to the brands that
he goes to. Brand Positioning The Positioning Diamond
What ?
Why ?
For Whom ?
Against Whom ? What ? : High luxury brand, with a great quality. Why ? : Its quality stands out
and lasts for way too long after the purchase.
For Whom ? : Fashionable people who can afford such luxury products.
Against Whom ? : Greatest competitors are Louis Vuitton, Prada and Hermes.
Competitor Analysis
Gucci has a lot of competitors in the luxury market where each one provides unique items but the
competency between them is high as there is always the chance of the threat of new entrants.
Pestle
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Essay on Industry Analysis Csd
Mohan Shiv Section #1 Boston College Carroll School of Management MM 720 Management
Practice I STRATEGIC ANALYSIS Professor MCCLEELLAN Case: Cola wars Continue: Coke
and Pepsi in the 21st Century September INDUSTRY ANALYSIS OF THE CARBONATED SOFT
DRINKS INDUSTRY Description of the Industry The industry of Carbonated Soft Drinks (CSD) is
highly concentrated. The three major companies, Coca Cola, PepsiCo, and Cadbury Schweppes
accounted in 1998 for more than 90% of market share by case volume –Exhibit 1–. Generally, there
are 4 participants in the market, involved in the process of production and distribution, namely,
concentrate producers, bottlers, retail channels, and suppliers. Porter's 5 forces analysis reveals ...
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Moreover, Pepsi attempted to differentiate its products from Coke's by targeting a different category
of consumers, as Pepsi focused on the teen's market segment. The competition goes beyond the
domestic market. Coke and Pepsi have fought over international markets in order to increase sales
and profitability as the US market becomes more mature, with a slowing growth rate. Key trends in
the CSD industry The CSD industry has undergone many changes, while Coke and Pepsi continued
to maintain their positioning as the official competitors and dominant market players. The key
trends in the industry include: 1– Favorable demographic trends that boosted the sales of Coke and
Pepsi. The per capita consumption of carbonated soft drinks increased from 22.7 to 53 gallons over
the period 1970–2000 –See Exhibit 4– The sales of Coke went up from 5.5 billion $ in 1980 to 20.5
billion $ in 2000. Likewise, Pepsi has nearly quadrupled its total sales over the same period to 20.4
billion $. 2– The change in the consumers' taste is another key trend in the industry. Many
substitutes to carbonated soft drinks gained more popularity among consumers. Exhibit 5 shows an
increase in the consumption of bottled water from 11.8 in 1998 to 13.2 gallons/capita in 2000, and
that of juices from 10 to 10.4 gallons/capita at the expense of

Comparison Of Gucci And Bape
The clothing brands, Gucci and BAPE, are two very well known brands. With both being heavy
hitters in contemporary fashion industry due to endorsement and references from popular figures in
modern media. They are both some of the most well established clothing brands with each having
their own unique appeal given to them, with each respective brand having a significant impact in
some way, shape, or form. Though the brands are very different in many ways they do have
similarities; each brand has a history behind them, has an impact in the fashion industry, and shows
your social status.
First of all, both Gucci and Bape have a long history behind them. Gucci was a brand that started off
in Florence, Italy that started off due a man named Guccio Gucci. When he was working at a hotel
in Paris he observed the guests walk in with beautiful leather luggage. He returned to his hometown
of Florence with the idea of making high quality leather goods. While BAPE started off much later
and differently. The founder, Nigo, had just finished his Fashion Major for college and decided to
start a fashion company. He borrowed four million yen from an acquaintance along with using his
shop for early printing. Nigo's first shop nowhere was the precursor to BAPE, and when it came to
decide on a name for the brand he decided to use Planet of The Apes for inspiration. The name
Bathing Ape, shortened to BAPE, is supposed to mean "An Ape Bathing In Lukewarm Water".
There are similarities between

Coach Inc
Coach Inc.: Is Its Advantage in Luxury Handbags Sustainable?
Executive Summary
Coach Inc.: Is Its Advantage in Luxury Handbags Sustainable?
Company History ▪ Founded in 1941 by Miles Cahn, a leather artisan, who began producing
women's handbags; simple in style and resilient to wear and tear. ▪ Even after 40 years of business,
coach was able to grow at a steady rate by setting prices about 50% lower than most luxurious
handbags, adding new models and establishing accounts with retailers such as Bloomingdale's and
Saks Fifth Avenue. ▪ After 44 years of family management, Coach was then sold to Sara Lee, a
diversified food and consumer goods producer (acquisition strategy). ▪ Sara Lee left Coach's
strategy and ... Show more content on Helpwriting.net ...
▪ Strategy: o Increase frequency of customer visits by regular product launch and sending out
catalogs to strategically selected households (defensive strategy). The company's market research
found that its best customers visited a coach store once every two months and made a purchase once
every 7 months. o They adapted to the fact that women usually use bags to complement their
wardrobes the same way the used to use shoes. o Coach is a brick and click company, having its
products sold on its web site as well as in the full–price and factory stores (web site strategy).
Coach's web site had 40 million unique visitors and generated $54 million in net sales. The
company also sends promotional e–mail to 55 million selected customers in 2006. ▪ Functional area
strategies: o R&D engineering: making prototypes and test them with the consumers by keeping
them in the factory stores for 6 months before the actual launch. o Production: outsourcing the
procurement and manufacturing processes to 40 different suppliers in 15 countries. o Marketing and
sales: extensive market research to find out consumer preferences about new styles, comfort and
functionality. The retail distribution is both direct (full price and factory stores, internet sales,
catalog sales and stores in Japan) and indirect (wholesale accounts with department stores in US and
in international market outside Japan). ▪ Coach can be

Success And Failure Of Gucci
CONCLUSION AND RECOMMENDATION
The Gucci has sole product of feature of each brand and tactical relation with all its business. The
past history shows the company's command over its luxurious product and the sustainability of the
product. The good reputation of the company enhances its market share at the top in luxury industry.
The reason for the expansion of Gucci I is due to its hard effort in bringing new fashionable product
in the market secondly bringing innovation in the product, thirdly providing high quality product.
The main reason of expansion of Gucci is its hard effort for bringing up its other brands. There is a
competitive clash between Gucci woman brand and YSL woman brand which results in substantial
brand recognition. It ... Show more content on Helpwriting.net ...
In cash of fashion industry teen generation is the vital model which companies should hit. The loyal
customer is ready to spend more money for a product of his liked brand if require so the company
has to take care of its brand image and the customers likings and preferences. The customer loyalty
program creates emotional bonding between the company and consumer which enhances the brand
name and growth of the company. It builds long term customer relationship. This results in selective
shopping and consumer becomes more careful. Gucci should concentrate on increasing its fashion
brand and enhance its fashion market. Through their creative strategies the retailers have learn to
manage these attitude. In fashion business, the customer loyalty program along with creativity
proves to be the main basic factor for generating more revenue and enhance growth. The marketing
strategies of Gucci are to incorporate controversial issues in order to enhance brand imagery. This
creates a mark on overall experience and attracts the consumer. Technology is the main source for
entertainment and connection between producer and consumer. Some of such technologies are
ecommerce, television, internet, word of mouth through internet where companies can make brand
promotions. The promotions of brand can also done through social network sites like Facebook,
twitter

What Is Gucci Mane Essay
Guwop
A famous rapper, Radric Delantic Davis, mostly know as his stage name Gucci Mane is one of the
most known rappers of today from Atlanta. Gucci Mane has gone through rough times but he has
had managed to become successful through the last years to now. Gucci Mane's life was a rough
road but without his wife Keyshia Ka'oir Davis there would be no career in Gucci Mane's life.
Gucci Mane was born on the twelfth of February of nineteen–eighty in Bessemer, Alabama. Gucci
Mane's dad is Ralph Everett Dudley and his mom is Vicky Jean Davis. His daddy was also known
as "Gucci Mane" he was the "OG." Gucci got his last name from his momma because his daddy was
not around when he was born to give him his last name which is "Dudley" so he took his ... Show
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They got happily married on October 17, 2017. When Gucci Mane was in jail May 2016, Ka'oir
explained how her and Gucci got together, the way they completely avoided the paparazzi after his
release from jail, and her hopes for their shared future together. Keyshia Ka'oir mentions that Gucci
saw her for the first time on "Timberblake's music video." He called [his manager] Amina at that
moment, and asked her who "Keyshia Ka'oir" was he wanted to meet her. He told his manager "I
need to meet her, I am getting out soon, and I need her for my next video, You need to find her."
Ka'oir received a call immediately, she was asked to meet with Gucci and at first denies his invite
but Gucci "kept asking," so eventually she said yes to meet him. (Watch) Keyshia Ka'oir stuck by
his side throughout the years he was still into the bad stuff because she knew he deep down he was a
great person. Gucci Mane was not the best person for her but she was there either way. He
eventually learned from his mistakes and changed not only for himself but for Keyshia Ka'oir
because he knew she was the one. Gucci Mane and Keyshia Ka'oir had a successful wedding. Many
artists, family and friends attended their 1.7 million dollar worth

Target Market And Retail Policies Of Completely Different...
Before I start to talk about target market and retail policies of completely different fashion retailers,
I would like you to answer these following questions:
1. How old are you?
2. What part of the country are you from?
3. What is your monthly income, and your monthly outgoings?
4. What jobs do you parents hold?
5. What type of school did you go to?
6. How often do you buy a new outfit?
7. How much do you spend on new clothes?
8. Would you say ethical and environmental concerns are a priority to you?
These constitute only a very few of the questions that marketing executives are trying to discern
about you, in order to create the type of fashion retail brand that gets you hot under the collar and
itching to go shopping. Of course, you instinctively know that fashion retailers like Primark and
Gucci are a world apart (not counting the ironic title of 'Primani' that has now been applied to our
most ubiquitous of high street retailers...). But do you know precisely who these companies are
targeting in an attempt to increase footfall through their doors? Are YOU a marketing goldmine for
fashion retailers?
Perhaps your answer to that last question is – of course I am! More people means more money,
right? Not always. You might be surprised to find that many companies simply don't want you. Take
Gucci for example. Very early on in the game, Gucci decided that more people didn 't mean more
money – and engaged in a strong exercise in market segmentation. If all

Gucci is in collaboration with “KOSAF” to conduct a...
Gucci is in collaboration with "KOSAF" to conduct a scholarship program called "The Gucci
Scholarship" (Gucci 2012 l). Gucci is a strong worldwide known brand which is putting importance
for education related issues mostly to communicate with a specific country's public. Gucci wants
South Korean people to remember Gucci as an ambassador not only for luxury brands but also a
strong collaborator who is willing to support students. Moreover, the intended message has been
accepted by the South Korean public.
Non–Verbal Support
When it comes to non–verbal support for luxury brands, it is one face of their public relations.
Luxury brand's one of the main goals is to provide a non–verbal support for the brand, in order to
reach the consumers ... Show more content on Helpwriting.net ...
This collaboration shows that Gucci is a creative player in the luxury industry whereas with a new
age it prefers to conduct a publicity with a new design of a car brand (Gucci 2013c).Fashion shows
are also playing a role to be in communication with target public. Japan is hosted an "Charity
Fashion Show–Japan 2011" in Japan (Fashion Tv 2011). Japan is sensitive for the earthquake and
therefore is willing to help their suffered public from this disaster. Gucci fashion event has been
chosen with the collaboration of the Japanese model to show their support to the people.According
to PPR (2012) report, "there was a special exhibit in Seoul from Gucci and it was called: "Timeless
Touch of Craftsmanship: Korean Heritage Meets 91 Years of Gucci Archive at the Korea Furniture
Museum (KOFUM) in Hanok" (PPR 2012:19). This exhibit mainly highlighted the agreement
between Gucci and "National Trust Korea" (NTK) which showed that it's a sensitive brand which
cares historical and cultural issues (Gucci 2012a). This collaboration with the South Korean
museum underlines the fact

Gucci 's Impact On The Fashion Industry
Gucci happens to be one of the most sought after brands in the industry. The latter emanates from
the fact that Gucci is classified as one of the most successful brands in the fashion industry, owing
to the fact that its products are of top–notch quality (Bhasin). Being a household name for quite
some time now, Gucci prides itself in having a huge customer base on the global scene especially
after changing designers, a fact that contributes greatly to its increase in sales which translate to
subsequent profits (Cartner–Morley; Bowles). While it can be arguably said that Gucci is a force to
reckon with in the fashion scene, a lot of factors affect the operations of this company, both
internally (micro) and externally (macro ... Show more content on Helpwriting.net ...
In the same magazine, Gucci was listed as a very valuable fashion brand with estimate revenue of
12.7 Billion Dollars (Forbes). The two companies show a very spirited competition which is only
demarcated by an estimated revenue difference of 5 billion dollars. This, then, means that with such
high competition in the industry, Gucci can never, at any one time, sit pretty thinking that it runs the
fashion scene – far from it – other worthy brands are selling out there – they have the ability to
supersede Gucci in the short and long run.
Potential of new entrants into the industry It indeed goes without saying that there already exist
plenty of fashion companies and houses in the prevailing fashion industry (Pratap). What this says is
that the industry allows for free and unrestrained entry into the market. Conversely, the potential of
the likelihood of these new entrants to be worthy adversaries and competitors in the industry
(Pratap). New entrants, as Pratap postulates, have mountains to move before they can be afforded a
front row seat in the industry. Pratap however appreciates that the creativity of new entrants in the
market could see these new entrants offer worthy competition to the already existing fashion
companies. In addition, Pratap advances that resources are major constraints to these new entrants as
they often have to make plenty of investments. This is at the wake of plenty of bills to pay which
include the

Gucci Executive Summary
Executive Summary Gucci Group is a luxury goods retailer focusing on improving their market
share while producing high quality fashionable items. Initially, Gucci's poor business strategy and
internal family conflict directly resulted in decreased sales and net income. When Investcorp took
control of the company, Gucci regained their success through quality management and acquisitions.
Gucci's product line now includes a large range of products. We would like to continue Gucci's
success and believe that the next major business decision for Gucci is how to manage the new
acquisitions. We recommend that Gucci cease further acquisitions of companies to its portfolio and
should not challenge the status quo by making big management changes ... Show more content on
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We can also leverage the strength and popularity of the Gucci brand to gain distribution for the
smaller names, much like how LVMH leveraged Louis Vuitton's popularity. By holding off of new
acquisitions, Gucci can learn to handle the four brands they currently have before adding extra
brands.
Cons: Four brands with their own management structure may prove to be difficult for De Sole to
wrangle, as the managers could bring their own management styles that may not mesh well with De
Sole's style. With the current hold on acquisitions, Gucci may miss out on opportunities to acquire
strong brands.
Alternative 2: Increase acquisitions in a number of diverse companies.
Most luxury brands have been family–owned or –controlled and, consequently, were single–brand
firms for the most part. However, mergers and acquisitions have been growing in the industry, with
LVMH leading the way. Our strategic recommendation is to follow LVMH's lead and acquire a
multitude of diverse companies to build the Gucci portfolio.
Pros: Family ownership of the Gucci Group had dissolved with the drama and tragedy that plagued
the Gucci family, so moving away from the 'family–owned, single–brand' system seems

Luxury Brand
LUXURY BRANDS AND STANDARD
POPULATION
Introduction.
First Part: The industry of the luxury.
1 – History of the luxury
2 – General characteristics of the luxury.
3 – Principal actors of the luxury.
Second Part : luxury brands and general public.
1 – Identity of brand
2 – Communication of the luxury brands.
• Targets
• Positioning
• Strategy of the means
3 – Luxury and general public
Conclusion
Bibliography
Webography
Appendices
Introduction
One can describe as luxury all that exceeds the bare essential. It covers all that one considers
superfluous and useless. But in the usual direction, luxury means ostentation and refinement in the
manners of living (art of the table, elegant toilet, sumptuous decoration ). The ... Show more
content on Helpwriting.net ...
France will take again its place of leader of the industry of the luxury only per hour of the Release,
thanks to: fashion in particular of Christian Dior and the "new look", per hour of the revolution
zazou and the existentialism.
In the post–war period it will really be necessary to wait, the years 1950 and them assistances of the
Marshall plan so that manufactures take again their activities. The textile comes then at the head
from exports with nearly 20% to the value to the exported products, thanks to Parisian creations
very appreciated on the other side of the Atlantic.
The period from May 68 reminds all, concerning the luxury, that it should not make forget the great
technological stakes of the XXe century. Industrial development is from now on priority and proof
is made by it by Pompidou itself: "Dear old France! Good kitchen! Madness–Shepherdesses!

Merry–Paris! The High–Seam ( .)! It is finished. France started and largely started an industrial
revolution".
The Seventies were wiser years, years of centering. Fashion is enough conformist, nothing of
shocking and nothing eccentric. These years of oil crisis were the period when the Arab emirs
invade the jewelers and the large dressmakers.
The striking fact of the Eighties is at the level of the consumer of the luxury. The young people
discover the luxury thanks to the accessories. We will see further in our study how much this
phenomenon is still of topicality today. End of the year

Gucci Case Study
SUMMARY:
Gucci was founded in 1921 by Guccio Gucci. In 1938, Gucci expanded and a boutique was opened
in Rome. Guccio was responsible for designing many of the company's products. In 1947, Gucci
introduced the Bamboo handle handbag, which is still a company mainstay. During the 1950s,
Gucci also developed the trademark striped webbing, which was derived from the saddle girth, and
the suede moccasin with a metal horsebit. The Gucci group really said it all, Tom Ford, creative
director and Domenico de sole, president and CEO, stood side by side facing the camera with eyes
of steel. These two men had, in the first six months of 1999, been the centerpiece of one of most
higly contested hostile takeover battles ever seen on the Europian ... Show more content on
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ALTERNATIVE COURSES OF ACTION
1. Put a settlement agreement into place between Gucci Group, LVMH, and PPR wherein there will
they will have equal rights.
ADVANTAGES:
i. More ideas will come out ii. One step ahead against rivals iii. May increase profit iv. Improvement
of product and service quality
DISADVANTAGES
i. May worsen the conflict between the opposing parties
2. Let LVMH take over Gucci.
ADVANTAGES:
i. No more conflict ii. Improvement of product and service quality
DISADVANTAGES
i. Original founders will not be as powerful as they are before.
3. Continue the plan of exit agreement.
ADVANTAGES:
i. No more conflict ii. Gucci will regain their power
DISADVANTAGES
i. Loss of ideas coming form LVMH ii. Loss of capital coming from LVMH

V. STRATEGY FORMULATION Based on the given advantages and disadvantages in each of the
alternative courses of action, I can therefore say that the best course of action to be taken is
Alternative course of action no. 1 because compared to the two alternatives ACA no. 1 has more
advantages and less disadvantages.
VI. PLAN OF ACTION In order to materialize the said recommendation and just like the real
process, they should:
1. Focus first with the in fighting between the controlling

Fashion: Branding and Luxury Brands
luxury brands and industries in step with lifestyles, values and attitudes of modern society and
culture?
"Luxury is a necessity that begins where necessity ends" Coco Chanel
The display of luxury signifies individual power and achievements. The manner which people dress
reflects economic, political, social standing and self worth. Christian Dior quoted "it seems to me
that women and men instinctively yearn to exhibit themselves". Luxury in the fashion industry is
usually defined in elements as: silk, gold, silver, and precious stones. Luxury products are usually
identifiable through exceptional quality and high aesthetic appeal and value, and often belong to the
range of products which can be clearly identified either through ... Show more content on
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These companies are expanding into India, Dubai, Russia, and China which is expected to be the
world's most important luxury market.
Globalisation has been a significant factor towards to increase in consumer demand towards luxury
brands. Increased travel and greater technology such as the internet, and the media are all driving
forces which has lead to increased consumer demand, and contributed towards homogonised
customer needs. Expansion of luxury brands globally has significantly been driven by increase of
wealth in emering markets, such as Asia and India. (Nueno and Quelch (1998). Furthermore due to
recession of population growth in Europe, which holds a large percentage of sales of luxury brands,
many of these brands are rapidly expanding their operations to cater to affluent Asian consumers
who regard Western luxury brands as a statement of good taste (Nueno and Quelch, 1998).
Luxury brands are no longer targeted at the traditional middle aged consumer but are now
recocnised that its most significant consumers are in their twenties. (Moore, C & Birtwistle, G 2005)
Hence, marketing efforts particularly in Asia have been emphasied on attracting young consumers
with a middle income. Such efforts include providing a "clear and effective brand message
worldwide, in all areas of communication including: fashion shows and special
events/advertising/public relations, visual display and internet web sites" (Moore, C &

How Branding Influences Consumers Luxury Fashion Choices
When given a choice between a pair of Prada shoes or a pair of Puma shoes, consumers are aware
that both products will provide sufficient comfort and protection to their feet. Yet, when asked in a
recent visual survey, which shoe they would choose to buy, 76% of people chose the Prada brand
shoe (Appendix p. 1). Given that both shoes can achieve the same purpose, one asks why have so
many people chosen that particular brand of shoe over the other? When contemplating the
alternative brands of each shoe, it could be suggested that effective branding has enticed consumers
to prefer the Prada shoe? The following essay will discuss how branding influences consumers
luxury fashion choices.
Bain and Company (D'Arpizio et al, 2014) state that the' market for personal luxury goods has
nearly tripled in the past 20 years' (p. 7), with the industry reflecting healthy growth by exceeding
€850 billion in 2014 (p. 3). It is evident that luxury consumption is a thriving industry. Despite the
fact that prices of luxury goods has risen over 60 percent in a decade, consumers are still choosing
to purchase such items (Sherman, 2014).
Prada, Chanel and Louis Vuitton are recognized as luxury brand goods (Okonkwo, 2007, pp. 45–
47), yet there is much deliberation about the definition of luxury. Bearden and Etzel (1982, p. 184)
define luxury as 'something that is more than necessary', Webster states that it is 'something adding
to pleasure or comfort but not absolutely necessary' (2004, p.

Swot Analysis Of Chanel
E. Market, industry and competitive analysis by company Target Audience Majority of Chanel users
are female that represents modern, simplicity, elegance and class, especially from generation X and
Y, but they still retain "classic" market, which is their forte. Since 2002, with the launching of
Chance perfume, Chanel is targeting women between the ages 18–39. Market and Industry analysis
by company In year 1999, Chanel changes its historical attitude which represented elegance and
luxury. Chanel cosmetics aims to reach younger customer group through youth strategy that was
introduced that year. Firstly, they introduce youth to Chanel family and targets getting potential
customer lifetime value by gaining more customer value by treating perfume & cosmetics product
line. Second, ... Show more content on Helpwriting.net ...
In details, Chanel No.5 has a strong brand image as "fashion passes but the style remains" quoted
from Coco Chanel, conveys a message of Chanel's timeless elegance style. Secondly, Chanel
produce high–quality product. With the quality of the product, it gained the consumers' loyalty. In
the other hand, this company also has a great management structure. There are many training for
Chanel's associates. Consultants are sent to Paris to understand the heritage of the house and
gathered for a conference for updates, acknowledgement and training for new products. The
weakness for this Chanel No.5 is the company official website is not outstanding enough compare
with others promotional website, because the website of Chanel does not provide prices for their
products. So, customers need to make a call or personal trip to find out the prices of the product they
want. And, they might also face the issue like some of the place markets are not familiar for the
country. Next，the brands like Dior and Burberry are strong competitors to

Case Study
Executive summary Prestigious and Luxury brands such as Gucci, Louis Vuitton and Vertu
represent the uppermost level and form of craftsmanship. They demand and hindercustomer loyalty
that is not affected by trends. These brands set seasonal trends and are capable of generating
consumers, wherever they are established. In luxury marketing, there is a delicate relationship
between 4 factors that most strongly influence the purchase of the luxury consumer. They are the
exclusiveness of the brand, the reputation of the brand, forms of distribution and price/value
affiliation. Exclusivity cannot always be ensured due to immense competition. But by consequence,
it is not the key requirement of a luxury consumer. The consumer bases their ... Show more content
on Helpwriting.net ...
One of the main issues is counterfeiting. The report discusses many other impending risks and
threats and how the three brands can counter attack them. Furthermore, it suggests theories and
practices on how the three brands can sustain their aura of exclusiveness and fashion status. Finally,
the report is concluded with a conclusion and recommendations on how to solve problems; one of
which is counterfeiting. Introduction Luxury brands are an innovative concept both from the
perspective of a marketer and the consumer. This case study specifically discusses and analyses the
three brands i.e. Gucci, Louis Vuitton and Vertu. It contains information about their histories,
products, business strategies, expansion strategies and more. This report will aim to criticise and
discuss the key factors that help in maintaining their exclusivity, the global Marketing strategies
they have put to practice and its pros and cons, how the three brands can maintain their aura and
fashion status and finally a conclusion with recommendations on areas of improvements. Creating a
luxury brand or product is a complex marketing task. The key success factors that impact on the
exclusivity of a product or service are ; The brand image Quality of service Retail environment The
management structure of the company Product range, Aesthetics and prestigious pricing. (Carrol_

country report on burberry Essay
Country Report on
BRAND MANAGEMENT OF BURBERRY
By
Abhinav Goyal
A0102211183
MBA–M&S Class of 2013
Under the Supervision of
Dr. Ashish S. Noel Department of Finance,
Amity Business School
In Partial Fulfillment of the Requirements for the Degree of
Master of Business Administration ( SAP ) At
AMITY GLOBAL BUSINESS SCHOOL LONDON
DECLARATION
I declare ,
(a)That the work presented for assessment in this Country Report, Amity SAP London is my own,
that it has not previously been presented for another assessment and that my debts (for words, data,
arguments and ideas) have been appropriately acknowledged
(b)That the work conforms to the guidelines for presentation and style set out in the relevant ...
Total revenue growth (Year to 31 March)
Product excellence
In Burberry everything begins and ends with product excellence
Outerwear core
Leveraging the brand's heritage, with innovation and excellence, outerwear continued as the
dominant apparel category and growth driver.
Menswear focus
Burberry made a lot of progress in reclaiming the brand's menswear by leveraging its main
strategies across the potential men's apparel and non–apparel segments. Leather goods
Innovation in design drove strength in leather goods, mainly in the brand's iconic check, leather and

handbags.
Intensify non–apparel
Intensifying on under–penetrated categories to leverage products design ,expertise in merchandizing
and iconic branding further through investing in product improvemnt, marketing and supply chain.
Men's accessories
Men's accessories is the biggest growth driver in non–apparel, (over a third of growth), revenues
increasing by over 50%.
Soft accessories
Growth in cashmere and innovation in fabrications drove strong growth in both males and females
scarves.
Global licences
Burberry has 3 global licensing arrangements: fragrance and Interparfums, Fossil and Luxottica.
The company worked closely with them on marketing and distribution , and conducted regular

SWOT Analysis: Marketing Analysis Of Gucci
GUCCI
INDEX
GUCCI
INTRODUCTION: Gucci is an Italian fashion luxury brand, owned by French group– Kering.
Gucci is one of the leading luxury fashion brands and has a total of 525 directly opened stores
worldwide(as of 2015).
Goal of the project– Study of the brand– Gucci, its products, marketing strategies, the marketing
mix and a critical evaluation of the study.
BRAND ANALYSIS:
 History–
Where it all began: Gucci was founded by Guccio Gucci in the year 1921 in Florence, Italy.
Originally, Gucci was a small company selling leather goods and luggage. Soon, the brand was
successful and had sophisticated clientele from around the world who came to Florence for a
vacation.
Diversification in different materials: ... Show more content on Helpwriting.net ...
Price–
Premium range of price because it offers its products in superior quality.
To increase sales and diversify in the market, they also have a reasonable pricing policy along with
the premium price ranges.
4. Promotion–
They started the concept of experimental marketing, Gucci has also done a few controversial
marketing experiments which turned out successful for them.
Advertises in leading magazines.
Internet has been playing an important role recently in promotional activities.
STRATERGIC MARKETING:
 Brand awareness– Gucci is very well widely recognized by its interlocked G logo and its green
and red web (the stripes) and the horsebit, which is an important element of Gucci's timeless piece.
 Market segmentation– Gucci's product line offers to various segments of the society. the different
qualities of materials offer different price ranges of the product, which are suitable for the middle,
upper middle and high class.
 Target Market– Middle class to upper class.
 Brand positioning– Gucci can be positioned as a moderate priced, highly desired, very classy,

trendy and a high quality brand.
OPERATIONAL

Giorgio Armani Research Paper
Have you heard of Gucci, Versace, or Armani? Do you know what they have in common. Italy is
one of the fashion capitals of the world. Italy is one of the fashion capitals of the world. They have
famous designers such as Giorgio Armani, Guccio Gucci, and Gianni Versace. Guccio Gucci is a
world wide famous fashion designer he is know for his shoes. Giorgio Armani is known for his
suits. Gianni Versace is famous for his dress. All of these fashion designers have worked with
famous celebrities. All of the fashion designers were all born is famous cities in Italy. All of these
fashion designers have been running their companies for ages. Italy is one of the fashion capitals of
the world. Italy has played a huge part in the world fashion industry ... Show more content on
Helpwriting.net ...
Very interesting background and history. Fashion designer Gianni Versace was born on December 2,
1946, in Reggio di Calabria, Italy (Biography.com). He was raiders in the world of design, learning
his trade at the hands of a mother who ran her own dressmaking business. Versace went to work for
his mother after completing college (Biography.com). A designer to celebrities and royalty such as
Princess Diana, Versace is remembered for bringing vitality and art to an industry considered out of
touch with street culture (biography.com). A remembership for Versace a lot of companies tired to
put his clothes in the Metropolitan Museum of Arts (biography.com). Versace's work was honored
by a posthumous retrospective held from December 1997 to March 1998 at the costume Institute of
the Metropolitan Museum of Art in New York City. After his death, his sister took over as head
designer for the Versace label (Britannica.com). When Gianni went for his final fateful walk in
South Beach to buy Italian newspapers in New Cafe, despite the fact he was already a fashion
legend, there was no bodyguard (Telegraph.co.uk). Versace was murdered in his house in Miami on
July 15, 1997 from a gunman named Andrew Cunanan (biography.com). Gianni Versace has many
struggles and accomplishments in his

Case Study Of Burberry
1. Introduction
With over 159 years of history and tradition, Burberry can be considered as an old brand. However,
in the 21st century the company has become a pioneer luxury brand in the digital world.
Communicating with a younger audience and developing new and improved advertising campaigns,
Burberry's perception changed in the last nine years. It went from a boring beige trench coat to one
of the leading voices of fashion and trends.
The study below shows the transition of Burberry as a brand, that was known for the wrong reasons,
and which is recognize today as one of the most important brands in the luxury business. The report
talks about the beginning of the brand's repositioning in 2006, with the arrival of the new CEO
Angela Ahrendts, ... Show more content on Helpwriting.net ...
In the case of Burberry how those aspects apply.
Physique: is the most tangible aspect of the brand, in Burberry's case it would be the brand's check
pattern that is known around the world, the sophisticated and classic logo of the knight riding the
horse and the quality of their product. These elements can be seen in all their channels of
communication, in the stores, in their website, in their campaigns, it is the raw core of the brand.
Personality: that can be suggested as the characteristics of the brand. It's how the brand
communicates with their consumers and how they see the brand. Burberry is perceived by their
customers as a sophisticated, a brand which doesn't adventure itself in fashion like some others (like
Moschino, Gucci or Dolce and Gabbana), however, it's a simple but classical fashion that it can be
used for many years.
Culture: this pillar consist on the values and basic principles that the brand must base its behavior,
when it comes to Burberry we are talking about the British values that are carved into the consumers
minds. When we look Burberry's history on the brand's website we can see that they were a big part
of England's history, having their trench coat's been used by officials during World War I in

Luxury Good and Gucci
Company Profile
Gucci group is one of the world's leading multi–brand luxury goods companies. Thanks to a clear
strategy and a set of unique competitive advantages, the group has developed and strengthened a
prestigious brand portfolio, broad product range and extensive geographical presence worldwide.
The group well balanced brand portfolio includes prestigious and clearly identified luxury brands
with a distinctive, specific role. Gucci, Bottega Veneta and Yves Saint Laurent are the engines of
organic growth. Boucheron offers complementary expertise in segments like jewellery and watches.
Balenciaga, Stella McCartney, Alexander McQueen and Sergio Rossi are cutting–edge brands with
high potential for long–term growth.
Gucci group ... Show more content on Helpwriting.net ...
This strategic partnership represents the materialization of a shared vision regarding long–term
growth prospects in the Haute Horlogerie Segment.
2009 Feb:
BE dat &co. the niche young mono–product brand is sold to Malaysia based luxury Concepts
Wathes & Jewellery in partnership with brand's current acting–CEO Viviane Fankhauser and will
continue to design, market and sell luxury swiss watches under the Bedat&co brand.
The House of Gucci, better known simply as Gucci (Italian pronunciation: [ɡuttʃʃi]), is an Italian
fashion and leather goods label, part of the Gucci Group, which is owned by French company
Pinault–Printemps–Redoute (PPR). Gucci was founded by Guccio Gucci in Florence in 1921.
Gucci generated circa €2.2 billion worldwide of revenue in 2008 according to BusinessWeek
magazine and climbed to 41st position in the magazine's annual 2009 "Top Global 100 Brands"
chart created by Interbrand. Gucci is also the biggest–selling Italian brand in the world.[2] Gucci
operates about 278 directly operated stores worldwide (at September 2009) and it wholesales its

Case Study : The Competitive Strategy Of Gucci
Gucci is a luxury brand made in Florence, Italy in 1921 by Guccio Gucci. These luxury brands
consist of fashion and leather goods. The company first started out as a family business. It was
Gucci and his two sons who expanded the business and opened it as a company. The first store was
opened in Rome and opened in 1938. The second store was opened in Milan and opened in 1951. In
the beginning, most of the company's customers were horseback riders, which is how the company
came up with its signature logo. Gucci has become more innovational over the years with their
products. Gucci is known for their handbags, women's and men's shoes, dress shirts, wallets, belts,
fragrances, briefcases and accessories. Today, Gucci operates in about 550 stores and in over more
than 30 countries.
In 1985 Michael Porter surmised that a market can be subjected into different strategies, thus, three
variations of competitive advantage were born. The differentiation strategy is the focus for the
purpose of this paper. Furthermore, the differentiation strategy in its most exposed form is a strategy
that places prominence toward the brand name and advantage is the prestige that follows. This type
of angle draws in a specific high–end consumers which in turn sets its corner of the market apart
from its competition. Additionally, in this advantage there is a uniqueness perceived by the
consumer, industry wide. The differentiation strategy is distinct in attributes indescribable by price
but all the same customers are more than willing to pay a premium for the product or service. Firms
that are successful in this advantage are fully equipped with a product development team high in
creativity and innovation. Additionally, this strategy is only able to be an advantage if a firm is able
to access an unlimited amount of research. Gucci utilizes the differentiation business strategy, as the
brand itself promotes premium quality. They are known for their high end leather products and the
red and green striped webbing with the GG logo. The company is in no way price–sensitive and
caters to the affluent through customization, genuine leather, premium quality, and exceptional
customer service. Gucci's customer base is more than willing

Criticism And Formalist Art : Two Forms Of Art
Every object in this world can be perceived to have aesthetic value. There are two forms of art:
formalism and functionalism. Formalist art pieces contain formal qualities such as having a solid art
form that can be displayed like a sculpture or a painting with its numerous amount of textures or
even a song that has a specific beat. On the other hand, functional art is utilized to express the truths
of nature or human condition. The item that I will be utilizing as my subject will be my pair of
glasses. The frame is made with very precise detail in its Gucci logo and its cheetah print on its
sides. The lenses also must be made in very accurate detail for it to have proper vision display. It has
to be a certain shape to fit the frame and the thickness of the glass has to be thin enough to not cause
strain on the eyes and face. Usually I would not consider it art or aesthetically valuable; however,
there are reasons why it should be considered art. It can be described as formalism, but the deeper
meaning of the glasses is made by its functionalism. The brand along with its design tell a story of
its owner and its influence in popular culture. The aesthetic value of this pair of glasses can be
defended through the principles of aesthetic reasoning. To begin, this item is not something that is
usually considered to have aesthetic value. Most people do not care for glasses as that it is just an
item most people associate with deficient eyesight. Glasses are known for its

China 's Second Hand Trade Essay
2.1 General Introduction Second–hand trades have been growing rapidly in the past __ years. The
second–hand industry grew at about 7% a year in 2014 and 2015, according to the National
Association of Resale Professionals (Narts). Second–hand luxury goods, in particularly, has become
a unique segment standing out among the rest of second–hand products. While companies like The
Real Real and What Goes Around Comes Around (WGACA) have been successfully enticed U.S.
customers to sell and buy second–hand luxury, they might have left another huge group of potential
customers behind – international college students from China, who carry a stack of cash to the US
each year and share a strong enthusiasm towards luxury brands at a young age like most middle–
class Chinese. This study intends to focus on Chinese students studying in the US, their culturally
specific motivations and concerns for shopping second–hand luxury so as to provide insights for
local second–hand stores to better attract them as potential customers. 2.2 Development of Second–
hand Stores The second–hand trade started during the 14th century in Europe when new garments
were too expensive to afford for the majority (Frick, 2005). Ever since then, second–hand business
has been growing with ups and downs ( ). From a global perspective, Today, there are over 25,000
second–hand stores in the US, according to the Association of Resale Professionals. The whole
resale industry is worth of approximately $17 billion

Essay On Kate Spade
The fashion world is driven by some of the most inspiring and creative designers whose designs
have been appreciated by all and sundry. Check out the top 10 fashion designers in the world, who
have given a new dimension to the world of fashion.
Marc Jacobs
A top–notch American fashion designer, Marc is the head designer of famous brands Marc Jacobs
and Marc by Marc Jacobs. Previously, he was the creative director of French design house Louis
Vuitton and his designs turned Louis Vuitton into a fashion powerhouse from a luggage firm.
Kate Spade
If you love handbags, then Kate Spade is definitely your best friend. Born in Kansas, Kate started
her journey in the fashion world by designing handbags and co–founded Kate Spade Handbags
along ... Show more content on Helpwriting.net ...
He is credited for inventing the first polo style logo for women's suit that was designed around the
men's classic style. This became a rage and he is one of the first fashion designers to formulate the
short sleeve shirt with the polo emblem.
Giorgio Armani
Giorgio has been in the fashion world for over four decades and he is known for his clean, tailored
lines. He began his career as a window dresser and later shifted his focus to menswear. Giorgio is
also known for his marketing skills in the fashion world.
Betsey Johnson
A famous American designer, Betsey is known for her feminine and whimsical designs. She
designed her first line of clothes way back in 1970 and they became hugely popular among rock and
roll musicians. She has also forayed into designing bags, accessories and scarves.
Karl Lagerfeld
Karl is a renowned German fashion designer, whose trademark high starched collars, black glasses
and white hair make him easily recognizable in the world of fashion. Karl is also a well–known

artist and photographer.
Jean Paul Gaultier
A famous French fashion designer, Jean served as the creative director of Hermès from 2003 to
2010. Apart from owning several labels, Jean has also licensed a line of perfumes in association
with Puig.
Article Source:

Comparison Between Gucci And Gap
Modern marketing management works hard to resolve the common problems of consumption of
products. The study of consumer behavior is therefore very significant in marketing in ensuring
survivability of the firm. There is a lot of rivalry in every industry, and the company needs to be
very innovative and recognize the latest tastes and the need for the consumers. The information
gained in studying consumer behavior can be extremely crucial in helping to exploit the available
market opportunities. This report analyzes the consumer behavior using two fashion apparel brands,
Gucci and Gap. Gucci and Gap are international companies with their bases in different countries
and continents. They have both been ranked in Forbes Global 2000 list of largest companies
worldwide. The market segment of the two companies is different with Gucci targeting the wealthy
folks (including children, youth and old people) and Gap targeting twenty–five to thirty–five
middle–class consumer. Due to the difference in the nature of the products sold by the two brands,
their consumers portray different kind of behavior. These different behaviors provide the fantastic
scenario to analyze and understand consumer behavior.
Gucci consumer have been found to have power and affiliation need while Gap consumer are more
directed by achievement need. In terms of personality, Gucci consumers have openness trait that
make them curious and adventurous. Gap's consumers will mainly show conscientiousness trait by

Case Study : Coach Inc.
The following case analysis will assess Coach Inc. and its strategy in the accessible luxury brand
goods market. The coach strategy focuses on its luxury rivals in matching key quality styles while
offering it at a cheaper price. The company offers most products at a 50% off discount price less
than other brands which gives them a competitive advantage pertaining to its customer base. Coach
marketed its products to middle –income consumers desiring taste of luxury, but also affluent and
wealthy consumers with means to spend considerably more on a handbag (Gamble, 2012. P.C–73)
.The Company also has several other strategies such as to increase global distribution, improve same
store sales productivity and continue its multi–channel business model which includes indirect
whole sales to third party retailers but also focuses on direct consumer sales. Coach has done well in
the luxury goods industry but the companies profit margin is still below the levels achieved prior to
the onset of a slowing economy in 2007 ( Gamble, 2012. P.C–73.The Company had experienced a
decline in sales as they are unsure if the company recent growth could remain constant and maintain
their competitive advantage with other successful luxury lines Michael Kors, Salvatore Ferragamo,
Prada and Dolce & Gabbana. Coach was created by a New York artesian name Miles Cahn in 1941,
the company is family owned and crafted it beginning work in a SoHo loft. The company started out
with just 12 leather bags

Case Study : Coach Inc.
B. External Analysis
Coach Inc. operates in the luxury goods industry where it sells high quality leather handbags,
accessories, and other leather products. The scopes of the products within this market are rated high
in their "quality, style, and value" (Gamble, 2015, C–71). These qualities of the luxury goods are
rare, desirable, hard to replicate, and have strong brand reputation. Firms within this market choose
to compete geographically in countries North America, Europe, and more recently Asia. Within the
luxury goods market there are three sub–categories: haute couture, traditional luxury, and accessible
luxury. When Krakoff joined Coach in 1996 he implemented a successful strategy to focus in the
"accessible luxury" segment. By 2000, Coach was dominating the sub–category market over its
competitors DKNY, Dolce & Gabanna, Giorgio Armani, and etc. The luxury goods industry had a
direct bearing on Coach's profit potential. This effect can be explained by looking at the
environmental layers in detail, moving from Coach's general environment to its task environment.
Starting with the global environment, the PEST model categorizes the external factors that created
both opportunities and threats for the firm. Piracy and counterfeiting issues are important
political/legal factors that Coach, Inc. and the rest of the luxury goods industry had to take into
consideration. All luxury brands found themselves caught in a legal fight against counterfeiters as it
was

Gucci Executive Summary
1. Introduction
a. Company Background of LVMH
LVMH Moët Hennessy or famously knows as LVMH is a leading luxury goods provider based out
of France. Formed after merger of Louis Vuitton and Moët Hennessy in 1987, LVMH has plethora
of small and renowned brands under its portfolio with products ranging from clothing, to cosmetics
to jewelry to perfumes to watches to wines. Bernard Arnoult is the CEO of the company and the
company was able to generate revenues of over $28 billion USD in 2012. Their products are sold
through LVMH boutique's, which is controlled by them and is almost 2400 in numbers across the
world (LVMH Financial Report, 2013).
b. Company background of Gucci
One of the most successful Italian fashion and leather brand, Gucci belongs to French Company
Kering and is named after its founder Guccio Gucci. Founded in Florence in 1921, Gucci has since
then shot up to fame owing to its high–end luxury fashion and leather products. It operates through
directly operated stores across the world and also the products are wholesaled through franchise or
upscale departmental stores. The number of directly operated stores is more than 450 and the
company was able to generate revenue of over $4.5 billion in sales in 2013. The brand itself is
valued at over $12 billion USD (Alice Chan, 2011).
2. Brand Overview
Brand marketing is no longer a hub–and–spoke model; it is a kaleidoscope of channels, customer
intelligence, and interactive and social elements. The Web channel is an

Louis Vuitton : The External And Global Environments Essay
Case 14: Louis Vuitton in Japan
Company Name: Louis Vuitton in Japan
Topic of the Week: The External and Global Environments
Synopsis of the Situation Louis Vuitton "was established in France in 1854 by Louis Vuitton and
became known as one of the oldest French luxury fashion houses" in the industry (Pearce &
Robinson, 2013, p. 14–2). The firm's products range from high quality "leather goods, handbags,
trunks, shoes, watches, jewelry, and accessories"; manufactured by highly skilled and expensive
laborers in France (Forbes.com, 2016). In addition, Louis Vuitton market their products "in 50
countries with more than 460 shops and generates more than €7–billion ($9.5–billion U.S.) in
annual sales" (Wendlandt, 2013).
For years, Louis Vuitton enjoyed high profit margins from the luxury market in Japan until other
competitors such as Prada and Gucci entered the market. Counterfeiting also became a threat to the
firm's brand by satisfying consumer demand at lower prices. Other external global environmental
problems included highly priced products, limited availability in stores only, and a heavy
dependency on the Japanese market (Pearce & Robinson, 2013, p. 14–18). Moreover, "the after–
shocks of the global recession were a threat to Louis Vuitton's luxury business in Japan", and
Japanese women became less interested in the brand's products (Pearce & Robinson, 2013, p. 14–
18). Alternatively, Louis Vuitton could "reinvent itself and regain what used to be its well–attested

Yves Saint Laurent's Life Of Becoming A Fashion Designer
Yves Saint Laurent
Background:
Yves Henri Donat Mathieu– Saint–Laurent, who is also known as Yves Saint Laurent, was born in
Oran, Algeria on August 1, 1936. He was the only boy out of three children that were birthed to
Charles and Lucienne Andree Mathieu–Saint–Laurent. As young child, Yves would create dresses
for his sisters and mother to wear. He also enjoyed making little doll figures. The fashion world was
a place of piece in Yves world of torture. In school he was often bullied due to be homosexual.
When Saint Laurent was at the age of 17 years old his mother took him to Paris to officially pursue
his dreams of becoming a fashion designer. He enrolled in to a stint fashion school, but that was
short live when he won a design contest. Due to winning that fashion design contest he was given
the opportunity to meet Vogue editor Michel da Brunhoff. Vogue was so impress with his designs
that they not only took published his them, but Yves and showed the designs to a designer and
fashion icon, Christian Dior. Dior loved the designs that were places upon him and hire the young
Yves Saint Laurent had his design assistant for House of Dior. In 1960, Yves Saint Laurent would
leave his positon as creative director for House of Dior to fight for the French military on the South
of France. He later returned home and continued on with his fashion career. On June 1, 2008 Yves
Saint Laurent passed away in his Paris home from brain cancer. He was 71 years of age.
Work/Style:
After

Gucci Lawsuit Against Gucci
Gucci America makes high end luxury footwear, handbags, sunglasses, wallets, and belts. This
apparel company hires a private investigator to purchase from Wang's website that sell counterfeit
Gucci goods. After the product is delivered and is confirmed counterfeit, Gucci America filed a suit
against Huoqing in a federal district court. Thesis: A U.S company can take action legally towards
an individual from another country whose only contact to the United States is by a website.
Why Gucci Filed a Lawsuit against Wang Gucci has trademarked more than 21 registered trademark
which consist of the word "Gucci" and other symbols. Defendant Wang Huoqing who resides in
China has register, establish, and at that time maintain more than 24 counterfeit goods website such
as, bag2do.com, bagdo.com, ibagto.com, my4shop.com, and ebagdo.com. This websites offer
counterfeit goods with Gucci marks and name on a significantly lower quality compared to the
genuine counterparts.
Gucci as plaintiff accuse that Wang's website sells goods with the knowledge that his product will be
mistaken as a genuine goods designed, made, and approved by plaintiff. Also, this may bring
confusion and deception among general public. There are some reason why Gucci is able to file a
lawsuit towards Wang in the U.S Federal Court. First, Wang's website is an interactive website with
an intention and mission to sell counterfeit products. The second reason was that website sells and
ships their product to the United

Gucci 's Brand And Corporate Social Responsibility Essay
Gucci is a multinational fashion brand based in Italy. The brand specialises in leather goods, clothes,
and fashion accessories for both and women aged between 24 and 30 years. Gucci was founded in
1921 in Florence, Italy by Guccio Gucci (Gucci Official Site United States, 2016). The main
purpose of this paper is to provide an in depth brand analysis of Gucci. The paper will investigate
and evaluate Gucci's vales and identity, and will discuss how successfully these are reflected by
Gucci's business model, supply chain management, and Corporate Social Responsibility (CSR)
activities. In addition to that, the paper will critically evaluate Gucci's brand identity (identity) in
relation to its brand image (external).
1. Gucci's Brand Values, Identity, and CSR
1.1. Brand Values and Identity
According to Gucci Official Site United States (2016), Gucci is a progressive, innovative, and
influential brand aimed at reinventing fashion in the 21st century. Their products are romantic,
contemporary, and eccentric that portray the finest Italian dexterity. Gucci's products are known for
their premium looks along with their best quality. Hoang (2016) mentioned that, Gucci reflects its
premium brand value by maintaining a 'perfect balance' between the brand's status as a leading
fashion company and its Italian heritage. Gucci's values and brand identity can be described in three
phrases: Italian craftsmanship, creativity, and quality. According to Wendlandt (2016), the brand has
been

Essay Make It Mine
| LXFM 730, Marketing of Luxury Goods | Fall 2010 | Prof. Taylor Hastie | Rebecca Elena Glaser |
Make it Mine – Customization as the Future of Luxury
1 "The things at Prada today are not well made, the fabrics are not as good, everything was much
better in my time" Miuccia Prada
I.Purpose of Research
The changing landscape of the luxury industry challenges brands to find a new approach to reach
out to their core costumers. Brands like Louis Vuitton, Gucci or Burberry are about to jeopardize
their true customers and their image by overexposing themselves to a mass luxury clientele. Thus, a
new approach must be found to bring back the feeling of true luxury, personal attention and to create
a bond to their core ... Show more content on Helpwriting.net ...
In the case of outlet stores, brands are trying to sell their overstock, which has highly increased due
to mass production. Not only is merchandise that was once available at a high–end boutique sold for
a discount price, moreover some brands are producing some items solely for outlets (Edouard, 2006,
11). Assessing the six main facets of a luxury brand, which have been identified in a broad empirical
study by Dubois/Laurent/Czellar and are considered to be global and most accurate, one can review
the situation of the luxury market today. The six main facets are (Dubois/Laurent/Czellar, 2001, 8
ff.):
Very High Price (according to the absolute price (inter–categorical) as well as the price relative to
other brands of the same category (intracategorical)). Excellent Quality (according to the processed
materials as well as the assumed diligence of the manufacturing–process). Scarcity & Uniqueness
(expressed by a difficult accessibility and rarity). Aesthetics & Polysensuality (creating through
design, colors etc. a value experience that touches all senses). Ancestral Heritage & Personal
History (continuous branding in design, communications etc.). Superfluousness (dominant
perception of symbolic attributes
compared to technical–functional ones). It is evident that at least two of the six facets, namely

Excellent Quality and Scarcity and Uniqueness, are not fulfilled in many cases anymore. Industry
experts suggest

Why Chinese Prefer Purchasing Luxury Goods, Especially...
Research Proposal
Student Name
Student Number
Table of Contents 1. Working title 3 2. Introduction 3 3. Research Questions 4 4. Literature Review
5 5. Research Methodology 6 6. Sources of data/Information 8 7. Data analysis Techniques 8 8.
Timetable 8 9. Ethical Considerations 9 10. Reference list 10
1. Working title
Why Chinese prefer purchasing luxury goods, especially dresses, as compared to British people and
what is the role of Chinese's love for luxury in promoting the development of luxury goods
industry?
2. Introduction
The term "Luxury" is not easy to describe as it is the continuously growing, changing and
prejudiced contemplation. The term luxury is usually used to express the most attractive ... Show
more content on Helpwriting.net ...
3. What is the impact of Chinese luxury market on the overall sales of luxury goods?
4. Literature Review
The following readings are important for the literature review to meet the objectives of the current
study. Chevalier and Lu (2011) provided a comprehensive overview of the china luxury market and
its customer base. This reading also provides considerable knowledge about the opportunities and
challenges present in the Chinese luxury market for international and Chinese luxury brands. The
luxury brands are facing problems and complexities in China due to implication of tax and other
regulations of the state. Despite very high growth rate, the luxury brands are facing difficulties of
evaluation and inappropriate organization in the supermarkets and department stores of China. Lu
(2011) explored the consumption of luxury goosd by China's elite and their behavior towards these
goods. The luxury products are purchased for the personal pleasure and comforts. The luxury
products that are used in China are largely imported to the countries of United Kingdom and Spain.
These countries trade in the various luxury brands such as accessories, perfumes, cosmetics,
products, fashion clothes, footwear etc.
Okonkwo (2007) defiend luxury as the necessity that commence when necessity ends. This reading
emphasizes the fashions brands such as clothing and provides some factor that may stimulat the
consumers to purchse luxury fashion brands like Gucci, Dior or Louis

Burberry Brand Designer
Ten leading designers/designer brands in the world
Burberry.
Burberry was founded in 1856 by Thomas Burberry. He opened his store in Basingstoke,
Hampshire, England. The British luxury fashion house, distributes clothing , fashion accessories and
fragrances. Its distinctive tartan pattern has become one of its most widely copied trademarks.
Burberry is most famous for its trench coat, which was designed by Thomas Burberry himself. The
company is also best known for its accessories, bags, shoes, watches and fragrance among other
products.
Burberry operates under three sub brands– Burberry Prorsum, Burberry London and Burberry Brit.
The different patterns of checks the brand has been famous for, are Horseferry, Haymarket, Nova,
Supernova, Exploded, Smoked and The Beat.
It is a brand with a distinctive British sensibility and strong international recognition. Strong
commitment to brand values and consistency in all areas gives it its strong place in the market.
Dior
The French luxury goods company, ... Show more content on Helpwriting.net ...
This 90 year old brand is one of the most sophisticated luxury brands of the modern day.
Exclusivity, Italian craftsmanship and their status as a fashion authority form the basis of the
company's philosophy. Gucci has a strong brand image and is known for its innovative luxury
products. This fact keeps it ruling the market.
Dolce & Gabbana
Dolce & Gabbana fashion house was founded in 1985 in Legnano by Italian designers Domenico
Dolce and Stefano Gabbana. They presented their first women's collection in 1985 in Milan. An
year later they opened their store in the same city. Today the brand has its presence all around the
world.
Clothing , lingerie, footwear, handbags, sunglasses, watches, jewellery, perfumery and cosmetics are

some of the key products of Dolce and Gabbana.
Product's quality, design and exclusivity are the key behind the brand's success.

Gucci Case Summary
Gucci's overall strategy was to vertically integrate to strengthen its overall brand image. After
vertically integrating they acquired other luxury retailers to continue to grow horizontally and to
increase economies of scope.
The economics of the luxury goods industry changed forcing Gucci to modify its strategy.
Consumers demand shifted from classic style buyers to style conscious buyers. Gucci not only had
to change due to the economics of the industry but they also had several problems with their
existing structure. Hence Gucci made the following moves to reposition it to compete in the new
economics of the luxury goods industry.
Gucci
The partnership between DeSole and Ford addresses the company's inability to have streamlined ...
Hence Gucci introduced items from scarves to fur coats. To remain focused and maintain its "luxury
status", Gucci did not introduce diffusion product lines.
Gucci had initially set its prices too high hence reducing their retail prices by 30% was necessary to
attract and maintain customer loyalty.
In order to generate demand for the product Gucci doubled their advertising and turned Tom Ford
into a celebrity hoping to attract media and attention from around the world. To restore Gucci's
image as a high end luxury goods retailer they renovated all of their stores to support this new
image. In addition all internal and external communications had the same look and feel to convey a
consistent brand identity. Furthermore, they reduced distribution through retail stores that didn't
support the new brand image regardless of sales.
Gucci launched an official web site to create awareness and exhibit new product lines and to
position themselves against their competitors.
Suppliers
Suppliers are a key driver of profitability–a key competitive force. Suppliers are responsible for
delivering a premium product that satisfies the company's standards in quality and that reflects Tom
Ford's creative vision. Without fast turnover to meet fashion forward trend demands and a quality
product, the repositioning of the Gucci brand could not have taken place.
To fulfill this vision Gucci created an incentive program to keep suppliers loyal to ensure a quality
product

Deluxe: How Luxury Lost Its Luster Essay
Nicole Dixon 08/25/09 Consumer Behavior Mon 1–5pm Book Report Deluxe: How Luxury Lost its
Luster Deluxe: How luxury lost its luster, by Dana Thomas, brings a hard hitting, raw look at the
world of luxury and the mass demand of luxury that has occurred. The book was published by the
Penguin Group in 2007. Luxury is defined by Thomas as truly special, and was only available to the
aristocratic world of wealth and old money in western culture. Luxury signified an experience and
lifestyle that denotes royalty, fame, and fortune. However, with large companies owning the former
family–owned luxury producing businesses, profits are the main goal not the production of luxury.
Thomas reveals the unfortunate demise and rise of ... Show more content on Helpwriting.net ...
This expansion demonstrates how the luxury industry is now run by massive corporations whose
focus is only on growth, visibility, brand awareness, advertising, and most importantly, PROFITS!
With growth and expansion, has come a decrease in quality and rarity. The luxury garments
produced are mostly not handmade but are even outsourced to large factories in places such as
China and Turkey. Also, to meet quarterly turnover projections, "designers churn(ed) out
increasingly trendy collections of clothes, handbags, and shoes." (Thomas, Pg. 246) With hundreds
of new stores around the globe the surplus of designer labeled merchandise is immense hence, the
proliferation of outlet malls. "Outlet shopping is perhaps luxury's greatest ploy to get its goods into
the hands of anyone and everyone," (Thomas, Pg. 246). "But outlet shopping is the antithesis of the
flagship, the antithesis in fact, of luxury itself." (Thomas, 2007. Pg. 247) Columnist Karen Heller
explained to Thomas after visiting Woodbury Common Premium Outlets in New York, "The clothes
were marked down, picked over and repeatedly pawed, the opposite of how they were originally
displayed. Their power to enchant seemed minimized, even at a third the price, smashed together
like produce in a storage hold." Thomas explains how luxury merchandise is purely just that,
leftover "luxury" products: overproduction. No longer does luxury embody the experience of
pampering nor does it signify class and wealth. Some

How Branding Influences Consumers Luxury Fashion Choices
When given a choice between a pair of Prada shoes or a pair of Puma shoes, consumers are aware
that both products will provide sufficient comfort and protection to their feet. Yet, when asked in a
recent visual survey, which shoe they would choose to buy, 76% of people chose the Prada brand
shoe (Appendix p. 7). Given that both shoes can achieve the same purpose, one asks why have so
many people chosen that particular brand of shoe over the other? When contemplating the
alternative brands of each shoe, it could be suggested that effective branding has enticed consumers
to prefer the Prada shoe? The following essay will discuss how branding influences consumers
luxury fashion choices.
Bain and Company (D'Arpizio et al, 2014) state that 'the market for personal luxury goods has
nearly tripled in the past 20 years' (p. 7), with the industry reflecting healthy growth by exceeding
€850 billion in 2014 (p. 3). It is evident that luxury consumption is a thriving industry. Despite the
fact that prices of luxury goods has risen over 60 percent in a decade, consumers are still choosing
to purchase such items (Sherman, 2014).
Prada, Chanel and Louis Vuitton are recognized as luxury brand goods (Okonkwo, 2007, pp. 45–
47), yet there is much deliberation about the definition of luxury. Bearden and Etzel (1982, p. 184)
define luxury as 'something that is more than necessary', Webster states that it is 'something adding
to pleasure or comfort but not absolutely necessary' (2004, p.

Brand Identity Of Gucci

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