Gucci Timeline and History: From 1921 to Today
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Gucci was founded in 1921 in Florence, Italy by Guccio Gucci. Over the following decades, Gucci opened more stores across Europe and in the US, expanding its product lines. Key milestones included introducing signature materials like bamboo and webbing in the 1940s-50s, opening flagship stores globally in the 1970s-90s, and appointing Tom Ford as creative director in the 1990s. The document provides a detailed timeline of Gucci's history and growth from 1921 to the 2000s.
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Gucci Timeline and History: From 1921 to Today
- 3. Time Line 1921 Guccio opens his first stores in Florence on Via Vigna Nuova and then Via del Parione. 40’s Production of leather goods resumes after World War II. Aldo Gucci introduces the pigskin, which becomes a signature house material. The first bamboo-handled bag, inspired by the shape of a saddle, produced in this period 50’s Rodolfo opens the first Milan store, Around this time, the green-red- green web becomes a hallmark of the company. Gucci becomes a pioneer of Italian design in the U.S. when Aldo opens the first American store. The Gucci loafer with metal horsebit is created60’s Stores open in London and Palm Beach. The bag that Jacqueline Kennedy is seen with is renamed the Jackie. Around this time, the GG logo is applied to canvas and used for products. The Flora scarf print is designed for Princess 70’s Continues global expansion the aspirations of Aldo, to the Far East. Stores open in Tokyo and Hong Kong. The first fragrance launches. 90’s Ready-to-wear parades for the first time at the Florentine fashion shows. The Anglo- Arabian holding company Investcorp purchases 50 percent of Gucci shares. 90’s Tom Ford is appointed creative director.. It is ultimately saved when white knight François Pinault of strategic investment firm PPR starts amassing a portfolio of luxury brands. 2000’s Frida Giannini is appointed creative director of women’s at 2005.A year later, she adds the role of creative director for men’s wear.
- 4. Slogan The price is forgotten long after the quality remains Aldo Gucci
- 5. Vision We empower an ensemble of powerful complementary brands to reach their full global growth potential. To achieve this vision, we constantly push ourselves against the limits, in the most imaginative and sustainable manner. Mission The ambition is to help people express, fulfil and enjoy themselves through our products. Values The Group has built a balanced collection of complementary consumer brands that enjoy powerful equity. They have global recognition, are deep rooted and true to their distinctive values. Internal Analysis
- 6. GUCCI Bag Women ready to wear Men ready to wear Kids Profum Watches Internal Analysis
- 7. New bamboo Leather bag 1590 € New jackie Leather bag 1800 € Jackie Original GG canvas bag 890 € Gucci 1973 Leather handle bag 1700 € Stirrup Zebra print calf hair handle bag 2590 € Product icons Internal Analysis
- 8. Gucci collection spring summer 2013 Women ready to wear Flare pant 695 € Tunic with flounce sleeves 1250 € Print silk pant 1150 € Dahlia print silk pant 1150 € Dahlia print georgette tunic top 995 € Dahlia print silk coat 1795 € Grey animali er print tank 275 € Legging 650 € Python miniskir t 850 € Jacquard python jacket 2900 euro Knit tank 595 € Black silk crepe shirt 750 € Flora georget te dress 990 € Blue jean jacket 1150 euro Horsebit print 70 s shirt 595 € Gaucho pant 650 € Primula silk gown with necklin e 2900 € Tiger flower print pant 950 € Georgett e top 1100 € Internal Analysis
- 9. Jacket 1520 € Cotton skinny formal pant 330 € Polo 550 € Yellow 1953 pant 520 € Print silk Blouson 1190 € White riding sport pant 420 € Cardigan 735 € Poli in seta blu 635 € White pant 1953 395 € Denim jacket 890 € Cotton knit 450 € Mini infinity flora print shorts 450 € Bomber blu 890 € Jeans bianco 295 € Wool crew neck sweater 420 € Seersucker sport short 380 € Gucci collection spring summer 2013 Men ready to wear Internal Analysis
- 10. KIDS Gucci collection spring summer 2013 Beige cotton canvas jacket 490 € T-shirt grey light 80 € Stretch denim regular fit pant 165 € Baseball hat 85 € Blue extra fine cotton cardigan 195 € Shirt light blue 135 € White stretch denim regular fit pant 165 € Papillon 65 € Red washed gabardine jacket 260 € Polo short sleeve130 € Blue Striped stretch cotton short 165 € Suede driver with 145 € Blue striped stretch Cotton jacket 275 € Crest shirt 170 € Pant 170 € Papillon 65 € White silk dress 545 € Gold leather sandal 160 € White cotton muslin with flora print 250 € Gold leather sandal with flora infinity insole 195 € Long sleeve cardigan 165 € T-shirt 95 € Vintage rose print short 195 € Black leather biker jacket 1450 € Imperial blue silk sleeveless dress 290 € Internal Analysis
- 11. Women shoes Men shoes High heel sandal 750 € Elizabeth pink tan leather high Heel pump 450 € Collection 1953 horsebit loafer for women 410 € Betty high heel bootie 695 € Tall flat boot 895 € New hollywood Horsebit middle Heel 395 € 1953 horsebit loafer 1953 collection for men 450 € Black leather lace up 490 € Soft leather driver 315 € Hi top lace up Sneaker 345 € Lace up web detail 295 € Horsebit mocassin 395 € Internal Analysis
- 12. Internal Analysis Fragrance for women and men Gucci guilty Fiori orientali 50 ml Eau de toilette spray 71 € Gucci premiere 50 ml eau de parfum spray 83 € Flora by gucci 50 ml eau de toilette spray 68 € Flora by gucci Fraganza floreale 50 ml eau de toilette spray 68 € Gucci guilty pour homme 90 ml eau de toilette spray 81 € Gucci guilty balck 50 ml eau de toilette spray 71 € Gucci by gucci sport pour home 90ml eau de toilette spray 77 € Gucci by gucci pour homme 90ml eau de toilette spray 77 € Women Men
- 13. Internal Analysis Watches and jewellery Bamboo collection watch with black dial 750 € Twirl collection small version 780 € Gucci coupe collection large version 1980 € Diamantissi ma hoops Earrings 750 € Horsebit Necklace 5570 € Bamboo thin bracelet 2850 € Women Men
- 14. MILAN LONDON TOYKO NEWYORK SHANGHAI Gucci flagship stores Gucci now has 425 shops all over the world. It has also using franchise method for new shops and opening department stores. It’s today possible to find Gucci from East Asia to West America Internal Analysis
- 15. Gucci advertising “sassaiola fiorentina”, 8 April 1922 Vogue USA 15 November 1946 Gucci advertising (Harper’s Bazzar ) USA oct.1967 Gucci Foto shooting 70 ° s Gucci advertising s/s 1989 Gucci advertising A / w 1990 – 1991 Vogue Paris, dic .2004 Vogue Japan Mar.2006 Gucci advertising Diamante 2010 Vogue UK May. 2000 ADVERDISING HISTORY Internal Analysis
- 16. ADVERDISING CAMPAIGN Gucci ready to wear 2010 2011 Internal Analysis
- 17. ADVERDISING CAMPAIGN Gucci Profum Flora by Gucci Gucci Guilty Gucci by Gucci Internal Analysis
- 18. ADVERDISING CAMPAIGN Gucci forever now FOREVER NOW Le Icone : il Morsetto Dalla tradizione equestre il simbolo del mocassino Gucci FOREVER NOW CELEBRATING 90 YEARS OF TRADITION AND INNOVATION FOREVER NOW Le Icone: flora raccontano una tradizione di eterna femminilità FOREVER NOW Le Icone: il nastro verde e rosso Internal Analysis
- 19. Online Communicazione Gucci digital flagship Internal Analysis
- 20. Followers 681,187 Online Communicazione Gucci Twitter and Pinterest 11,419 Followers Internal Analysis
- 21. Online Communicazione Gucci official Youtube Gucci Fashion shows Gucci Campaigns Gucci Events Gucci Craft Gucci Forever Now Gucci Special Projects Gucci Kids Gucci Outreach Gucci Eyewear Gucci Fragrances Gucci Timepieces & Jewelry 500 by Gucci Internal Analysis
- 22. Online Communicazione Gucci Facebook and Tumblr 10,370,468 likes Internal Analysis
- 23. Digital Communicazione Gucci style Internal Analysis
- 25. Collaboration Gucci with Fiat 500 Internal Analysis
- 27. 272012 annual results 2012 2011 + 20.8%9,736.3 -(7.9) + 56.7%1,155.6 + 33.7%472.8 + 38.5%945.1 + 15.8%3,638.8 + 11.9%3,531.9 + 26.3%6,212.3 + 8.7%3,270.7 261.2 27 8,062.3 (10.4) 737.5 353.7 682.6 3,143.2 3,155.7 4,917.0 3,009.0 1 674.0 2.5 418.1 119.1 262.5 495.6 376.2 1 295.3 261.7 114.5146.7 + 78.1% Change m % 2012 Revenue In m PPR Corporate & others Other brands Yves Saint Laurent Bottega Veneta Gucci Luxury Puma Other brands Sport & Lifestyle Income 3,638.8 million Internal Analysis
- 28. Target 292012 annual results 82 91 62 141 97 100 66 166 Western Europe North America Japan Rapid-growth countries Year end 2011: 376 Year end 2012: 429 29 Q4 2012 revenue: EUR 996 M +8.2% comparable; +12.4% reported Q4 2011 Western Europe North America Japan Asia Pacific Other Countries Q4 2012 +11% +14% +0% +5% +13% 25% 22% 12% 35% 6% 887m 996m Number of directly operated stores X%: Comparable growth % of Q4 12 sales Women ready to wear :Russia Men ready to wear :Asia Bag : Russia , China, American, Brazil Wallet and small leather : Japan Special target Internal Analysis
- 29. SWOT Analysis STRENGTHS WEAKNESS OPPORTUNITIES THREATS 1. Strong Brand Image 2. Control its distribution Channels effectively 3. Strong chain value with suppliers and retailers 4. Directly operated stores 5. Has a huge product portfolio like apparel, clothing, wallets, watches etc 6. Gucci has partnered with UNICEF as a part of CSR initiative 7. Associations with automobile companies like Ford, General Motors, Fiat added brand value 1. Emerging luxury markets in emerging economies like lussia ,brazil ,India and China 2.Creating competitive advantage in different business segments (ex: sponsor talent young designer ) 3.To target the youth segment which stylish designs 1.Has to invest huge money in order to protect and maintain its brand image 2.Diversified product range, hence has a risk of brand dilution 1.Extremely competitive segment 2.Product substitution is easily available
- 31. The Prada brand was created in 1913 by Mr. Mario Prada and has since become one of the most prestigious and widely-recognized brands in the fashion and luxury goods industries. the Prada brand represents the best of Italian culture and tradition. External Analysis
- 32. In 1925, Edoardo and Adele Fendi opened a small bag shop with a fur workshop in Rome on Via del Plebiscito. And so the Fendi story began, made of entrepreneurship and creativity, craftsmanship and technology. External Analysis
- 33. Louis Vuitton Malletier, commonly referred to as Louis Vuitton or shortened to LV, is a French fashion house founded in 1854 by Louis Vuitton. The label's LV monogram appears on most of its products, ranging from luxury trunks and leather goods to ready-to- wear, shoes, watches, jewelry, accessories, sunglasses, and books. Louis Vuitton is one of the world's leading international fashion houses; it sells its products through standalone boutiques, lease departments in high-end department stores, and through the e-commerce section of its website. For six consecutive years (2006–2012) Louis Vuitton has been named the world's most valuable luxury brand. Its 2012 valuation is 25.9 billion USD. External Analysis
- 34. Christian Dior was a French fashion designer, best known as the founder of one of the world's top fashion houses, also called Christian Dior. External Analysis
- 35. Conclusions of the analysis Next step : 1.Continue to keep strong brand image 2.Crea quality strategy for keep high income 3.Reduce product range , so as not to excess inventory commodities
- 36. Student Jingcan Hu Tutor Annamaria Tartaglia Brand management Giuseppe Di Somma Visual media Fashion Communication a.a. 2012 . 2013 Project