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GUCCI
BRAND 

BACKGROUND
3
Guccio GucciFirenze1921 Timeless Exclusive Innovative Modern
Part of Kering since 1999
Marco Bizzarri is CEO since 2014
Alessandro Michele designer since 2015

his style is «romantic and exuberant»
Leather goods represent more than 50% of
turnover.
Gucci Today
Key Figures
Lyst Index
Personnality
Sophisticated, cool,
creative, audacious,
authentic, innovative,
distinctive
Reflect

Youth, Openness, Free
Singular, vintage but
modern
Relationship
confident, influential,
proximity, interactivity,
personalization
Physical

floral, green and red, leather
Culture
Italy,Art, Renaissance, Know-how
Mentalisation
"I am different and I
assume it".
Brand Identity
8
DNA
Italia
Sophistication Romantisme know howInnovative charisma Floral Modern Gold «  Toile diamant »
9
Brand Moodbard
10
Consumer Moodbard
Stores
2 Flagships, 20 selling points in Paris , 520 stores worldwide
Customer Relationship Management
Newsletter
Complimentary gift wrapping
Find-in-store option
customer service via phone and e-mail shipping
SITE ET E-COMMERCE
AUDIT
DIGITAL
DIGITAL MARKETING
MOBILE ET TABLET
SOCIAL MEDIA
WEBSITE
Website
E-commerce & Omnichannel
Launched in 2002, relaunched in October
Lot of interactivity and content, mostly gifs and videos. Different views while looking at a product. 

Load time is not perfect



Easy to shop: Search tab, Different categories, Filter by size or color, Quick View, Sizing guide, Estimated shipping
dates, possibility to nearest store where the product is available 



Customer Service: Contact us, FAQ, No live chat, Store locator with geo localisation and map, Free returns, gift
wrapping
Website
Other Website founded by Gucci
Website
DIGITAL
MARKETING
Digital Marketing - Web Trafic
Digital Marketing - Traffic & Search
Web Advertising
No banner
Not much Web advertising without on the web site because the main strategy of the brand is on Social Media.
but on the Web site they create short movies to promote the collection and they created  « the Agenda »
24
Earned Media
The Newsletter is regular
And the purpose is to be apart of the Universe
Emailing Marketing
MOBILE
&
TABLET
Smartphone - « Mobile-Friendly Test »
Compatibility
Geolocalisation
Smartphone - Website
Drive to Store
Smartphone - Mobile Features Set
Gucci Appgucci.com
Digital Gucci Museo
Tablet - Compatibility
CompatibilityUI/UX
Tablet - Optimization for touch input
Automatic personal datas No appropriate Keyboard
Tablet - Persistence Cart
Add Disconnection Still Added
Mobile Search - « Above-the-fold »
Ergonomic Strategy
Smart Scrolling
Mobile Apps
28K Users Big Datas
SOCIAL
MEDIA
Social Media
Worldwide sentiment perception for Gucci on social media
Mentions Mentions over time
Facebook
Reach Engagement Responsiveness

Support of native video format, Call-to-action buttons
Native video format

Call-to-action buttons
In October
Facebook
Instagram
Products, Gifs, Videos, Illustrations
41M #Gucci mentions

Innovative communication

Social commerce initiatives ???
Instagram
YouTube
Brand search visibility, Viewership, Channel Experience, 

Performance & optimization of most viewed content
Good search visibility (channel number 1)

Fashion shows, accessories, Beauty, Fragrances, Eyewear,

Jewelry & Timepieces, Special projects, 4 rooms. 

Experience: 360° Video

Content is optimized (480p)

YouTube
Twitter
Post frequency: Average 1-5 per week
#GucciGift 967 Tweets last 7 days (21/11) - 613 People participated

#GucciCruise18 - 995 Tweets - 702 People

Video perfectly integrated
Twitter
Emerging Platforms
115K Followers 4M Followers
Audit Digital
GENIUS 140+
Digital competence is a point of competitive differenciation.

Creatively engineered messaging reaches on a variety of devices.
Objectives
Create a short-term, unexpected,
instagrammable and memorable experience.
Engagement
Keep up from our core target consumers, the
millenials.
ACTIONS
Click & Collect
Phygital experience
Click & Collect
Introduce the Snap Click & Collect for selected items

Check the availability in store and pick it up within 2 hours
Pop Up
The consumer must flash the code on a print ad via the
Gucci App in the street.
This will redirect him to a simple game on the App and
allow him to have access to the instagrammable pop up
This practice will allow us to have access to his data and
personalize his shopping experience
Hong Kong
Los Angeles London Paris Firenze
New York
Exclusivity
Create a T-shirt customization corner in shop

Design it on a tablet and get it 5 minutes later 

Patch made by artists
Accessories in limited edition

Collaboration with artists from the city
COMMUNICATION
Use word of mouth and digital buzz
Communication only via Social Media and
particularly Instagram where the brand is one
of the best players in the luxury industry.
Pictures, Videos and gifs of the print ad to
flash will be realized by artists and spread on
the Internet and social media by influencers
and followers.
#WhereisGucci
T H A N K
Y O U
Bibliography
The digital strategy driving Gucci growth https://digiday.com/marketing/digital-strategy-driving-guccis-growth/

Chanel and Gucci Rank Highest Luxury Brands on Social Media https://www.luxurysociety.com/en/articles/2017/09/chanel-gucci-rank-
highest-luxury-brands-social-netbase/

Old World Luxury meets digital marketing https://medium.com/rta902/gucci-old-world-luxury-meets-digital-marketing-e427df076bc7

The top 10 brands using digital best https://www.launchmetrics.com/resources/blog/top-ten-brands-using-digital-best

Gucci Gone Meme: The Luxury House Throws us a Curveball https://blog.dashhudson.com/gucci-meme-luxury-brand-instagram-
marketing-content-strategy/
TalkWalker.com
Similarweb.com
Keyhole.com
Unmetric.com

TweetBinder.com
http://www.leluxeestvivant.com/leblog/gucci-premier-de-la-classe-digitale
https://www.seeo.fr/blog/referencement/385-4-outils-pour-tester-la-compatibilite-mobile-de-son-site/
http://uk.fashionnetwork.com/news/Gucci-launches-mobile-travel-app,852064.html#.WhUx0rjfvmo
https://search.google.com/test/mobile-friendly?id=jdnPxSDrru5yDmwnWb6i0w

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