FORTUNE INSTITUE OF INTERNATIONAL BUSINESS

GROUP ASSIGNMENT – II
MARKETING OF LUXURY PRODUCTS
(BATCH -2018-2020)
TERM IV

Submitted To – Dr. Nimit Gupta Submitted By-

Neha Tiwary (53)
Anivesha Rai (126)
Aritra Banerjee (128)
Shekhar Joshi (151)
Vaishnavi (175)
TABLE OF CONTENTS

1. Executive Summary
2. History, culture and values of Gucci
3. Distinctive Features
4. Beat Selling Products/Brands
5. Methodology
6. Customer Handling
7. 4P’s Analysis
8. Story Telling Pitch
9. Findings
10. Recommendations
11. References
EXECUTIVE SUMMARY
Gucci is the hottest luxury brand. Under the new vision of Alessandro Michele, house has
refined as one of the world’s most desirable fashion houses. This report is about how Gucci
has evolved itself in the luxury, its story-line, how it communicates to the audience with high
level fashion revolution. And how they handle and give its client personalized service as their
clients belong to elite class and celebrities.
GUCCIO GUCCI

Gucci is the fashion and leather goods of Italian luxury brands. Gucci was founded in Guccio
Gucci in Florence in 1921. Gucci created about $ 4.2 billion. According to the "Business
Week" report, Europe's revenues in 2008 ranked 41st in the list of the "top 100 global brands"
in the world. Ranked 41st. It is still the Interbrand 2014 index. This ranking. Gucci is also the
best selling Italian brand.

Type: Subsidiary
Industry: Fashion
Founded:1921; 98 years ago
Founder: Guccio Gucci
Headquarters: Florence, Tuscany, Italy
Number of locations:550+ (2014)
Key people: Marco Bizzarri (CEO)
Alessandro Michele (Creative Director)
Revenue:US$7.1 billion (2017)[1]
Parent: Kering
Website:www.gucci.com

As of September 2009, Gucci operates approximately 278 stores operated directly throughout
the world and sells its products wholesale through high-end franchises and department stores.
In 2013, the brand was valued at $ 12.1 billion and sales were $ 4.7 billion. On the list of the
most valuable brands in the world of Forbes, the value of the Gucci brand in May 2015 was $
12.4 billion, ranking 38. As of January 2015, the creative director was Alessandro Michel.

HISTORY

Today will be the 137th anniversary of the birth of the founder of Gucci Guccio Gucci. His
brand began selling luggage to the cavalry in a small shop in Florence in 1921. It has entered
its 95th year and is now the greatest power of fashion. His creative direction is changed by
Alessandro's erratic talent. · Management of Alessandro Michele. In the last century, Gucci
has become a hot spot, from the creation of iconic moccasins in the 1950s to the majestic
dominance of Tom Ford in the mid-1990s, and now to the waves of geek fashion from
Alessandro Michel Himia, here are some reflexes.
1953 - Gucci Loafers
The classic Gucci Loafers were launched in 1953, when the brand was known for its leather
goods. Part of the reason is Guccio Gucci and the brand's heritage, partly due to the
popularity of the shoe, remains the pillar of the Gucci series.

1964 - Aldo and Rodolfo Gucci launch the "Doble G" logo
Now Guccio Gucci's children, Adolfo and Rodolfo, have launched the iconic Gucci logo. He
took over the business after his father died in 1953 and has since become a key theme of the
brand's design (occasionally there are problematic tattoos).

Tom Ford Revolution 1990-2004

After the turmoil of the 1980s, Gucci hired Tom Ford in 1990 as part of the brand reform.
This luxury fashion company wants to focus on the women's clothing collection, which is
available for Marc Jacobs of Perry Ellis. Ford's appointment is controversial: many members
of Italian fashion media believe that the traditional Italian brand hired by American designers
is a sacred god, but it turns out that this is a main line.

Despite maintaining a difficult working relationship with company director Maurizio Gucci
(and finally his wife was killed by a murderer in 1995), Ford quickly exerted his influence on
Gucci and became a creative director in 1994. Controversial advertising campaigns (usually
designed by Mario Testino), such as Carine Roitfeld, the most advanced collections and
glamorous and glamorous aesthetics, the epitome of the successful display of the Ford
AW95, are now synonymous with the brand and a symbol of the Ford brand era.
AW96 - iconic side cut out dress
During the tenure of Tom Ford Gucci, one of the outstanding pieces was the side skirt of the
AW96 firm. This dress is not only famous in the Ford campaign, but also found its name in
the video "Unbreak My Heart," starring Tyson Bakerford in Tony Braxford. This dress is
used to wrap the Ford Gucci: sexy, refined, technical and very ideal. At that time, everything
the fashion industry was looking for.

AW14 - one of Frida Giannini's final series

On AW14, Frida Giannini's knee-length snake skin boots and soft blue and pink teddy bear
coats dominate the fashion editorial. Although historians have sung songs in the work of Ford
and Michel, his government as the creative director of Gucci may be overlooked, the most
powerful and acclaimed work in Gucci's history.

2015 - Alessandro Michel and "Gucci Effect"

Under Gucci, Alessandro Michel is popular in the fashion world, using his bold kaleidoscopic
imagination to transform the brand into a Gucci inhabited by unusual aristocrats and forest
creatures. (Gucci) Wonderland. Michelle's Renaissance electronic brand has led a new era of
fashion extremism, which includes romantic flowers, embroidery and other Michelle
reference products.

Ss16 - Glen Luchford Campaign

Glen Luchford provides film style for the Gucci SS16 event, helping to create a new aesthetic
for the house in the eccentric and bohemian vision of Alessandro Michele. The event featured
a group of Gucci girls and boys marching on the rooftops of Berlin and the unused stores in
Michele's romantic design.

FAUX SURE
Joining Versace, FURLA and DKNY / Donna Karen More and more important fashion
brands are working to end the fur trade and adopt synthetic alternatives. Gucci announced a
skinless project in October 2017. President and CEO of Gercci, Marco Bizzarri At the Keling
Conference, the London Fashion Institute decided in 2017 that “social responsibility is one of
Gucci's core values. We will continue to work hard to improve the environment and animals.
With the help of the American Road Association, Gucci is very happy. You can take the next
step. I hope it stimulates innovation, build awareness and make the luxury fashion industry
develop better. "

Mordern Muse 2018: the Gucci Insta-art gang

Working with mature social media stars and millions of fans seems to be a clear way to build
and replace fashion brands, but Gucci's success in recent years is due the collaboration with
Insta underground artists.
GUCCI'S VALUES AND CULTURE
(based on employees working in Gucci)

The work culture is under pressure but it is positive.

The environment is highly competitive, but it also has great potential for personal success.
It is an environment of teamwork and filled with collaboration.
In any case, the culture is high-end, friendly, and customer satisfaction is the ultimate goal.

DISTINCTIVE FEATURES
Gucci is known for its high-end Italian leather and, more specifically, for its horse-shaped
loafers.

It was founded in 1953 by Aldo, son of Guccio Gucci. On the occasion of its 60th
anniversary in 2013, it remains the only shoe in the permanent collection of the Metropolitan
Museum of Art in New York, an honor that has been celebrated since 1985.

Gucci is a high-end fashion brand that is popular for its crafts and leather goods. Designs and
manufactures clothing for men and women, handbags, small leather goods, accessories,
footwear, jewelry, watches, glasses, perfumes, beauty products; Children's clothing and other
eternal needs.

BEST SELLING PRODUCTS OF GUCCI

1. Embroidered leather jacket – $7980
This embroidered leather jacket features striking prints and stud detailing that is intimately
connected to the brand's exterior. Blue leather carries hand-painted details and quilted
tapestry print lining, giving the jacket a refined and elegant look.
2. Dionysus Shoulder Bag – $2490
This floral-print Gucci leather shoulder bag has a strong appeal and is the most fashionable in
your collection. Elegant and perfect color balance, this bag is definitely a fascinating piece
that will make you successful in this season.

3. Leather Platform Pump- $990

This multi-color T-belt pump combines leather in subtle colours of brown, beige, blue and
white, giving the platform an elegant and comfortable choice for high heels.
4. Embroidered Wool Cashmere Top- $4800
A cashmere wool top with layered crystals, pearls and velvet details around the neck, making
the accents a top focus. Very refined and high-quality attraction, it is the top level we
recommend you invest.

5. Python Trench Coat-$17000

This elegant and shiny python leather jacket features a self-contained and fitted silhouette
with oversized sleeves, a trend that has repeatedly appeared in the fall and winter fashion
show. The jacket has a single back and a pearl button with fish embroidery inside.

6. Cord Necklace with Metal Flowers- $ 1,700

This necklace features a braided nylon cord around the neck and a long tassel. The details of
the flowers are embellished with pearl beads, precious stones and enamel metal ornaments.
This bead is crafted in turquoise and deep yellow with metallic and aged gold finishes
7. Trompe L’oeil Wool Cape- $ 3,600
A Trompe L'oeil printed wool shawl accents the front, giving the cloak a three-dimensional
effect in subtle shades of black and white, with a bright green color on the rest of the cloak.

8. Postcard Print Silk Skirt-$ 1,890

This knee-length postcard-print pleated skirt depicts the vintage feel of different cities. This
skirt is a complementary color combination that is designed and radiant.
9. Cropped Wool Pant- $ 1,300
This autumn and winter wool trousers with contrasting trim is the favorite of the 2016
autumn and winter show.

10. Metallic Jacquard Jacket- $ 4,200

If you are looking for a jacquard jacket with this Renaissance metal jacquard jacket, mink fur
detailing and extended puff sleeves are definitely one of the most fashionable options. The
jacket is short and square, which is perfect for instantly fascinating deformation of your
outfit.
RESEARCH METHODOLOGY
Research Design- Descriptive Research
Sampling unit- Fashion Consultant of Luxury brands
Sampling method- Convenience Sampling
Contact method- Personal Interview (Tanya-Brand Consultant)
Collection of Data-
Primary data: Interview Method

CUSTOMER HANDLING
“The way Gucci deals with their customers is unique, it provides best service to the
customers that they know are going to spend money without looking at price tags. For
example, some celebrities are able to close stores to be able to shop. They tend to show
celebrities what's new on the next collection. They provide them with gifts and a VIP service.
On their website, they let their customers know what in stores is and what they are
planning for future campaigns. Gucci is most likely to store data from frequent
customers and celebrities.”

1. Offer empathetic customer service

According to Gucci, the most important thing is that the customer service team must have
empathy. Gucci representatives may be well versed in products and business processes, but if
customers are not respected and understood, they will not feel well taken care of them. One
of the Gucci Sales Executive told us-
"When working with a customer, our team has the mentality of, 'What if this person was my
grandma?'" he said. "'How would I treat her?”

2. Collect regular feedback from customers

Gucci believes that your perception of customer service is not important, what matters is
what your customers think you are doing. According to Gucci sales executives
"Ask better questions, and don't let [complaints] fall flat with no visible improvements
afterward. The extra mile is not crowded for a reason."
3. Track customer service metrics
Gucci customer service team has very specific metrics reported to them on a daily basis, such
as the percentage of repeat customers and the amount of time spent on the phone.
4. Be available for your customers
According to Gucci Customer team, Customers want to know that their voice is being heard
and their concerns are your concern. Social media, especially Twitter, is a great way to listen
and respond to customers who may have problems. However, quick response to tweets and
comments is not the only way you should provide your customers. Gucci emphasized the
importance of calling customers who want to talk directly to a service representative.
"It is difficult to build a strong rapport with a customer when the only form of
communication is [digital]," he said. "Speaking with customers on the phone does take a bit
more time than just emailing them, but it shows them they are worth the customer service
representative's time."

5. Get the entire company on board with customer service

No matter how good your customer service team is, if your company doesn't handle the
integration process that customers care about, your customers will end up with a piecemeal
experience. Gucci head of customer service meets weekly with its head of operations so that
the company's processes can constantly be tweaked to better serve the needs of the customer.
Gucci has known for empowering employees to create luxury. "They are known for putting
their guests first and creating personalized experiences for them."

6. Offer personalized experiences

Gucci offer personalized experience to their customers.
4P’S ANALYSIS

Product: Gucci target and craft its product for those who want to buy high quality product.
Gucci serves exclusive products with the help of professional customer client holders. Gucci
core product is its logo which add value to the product. Products are crafted by Italian
craftsmanship factor. Gucci allows its client to design its product by their own and also
provide personalized service.
Price: Gucci have premium pricing as it’s provide exclusive product. Clients feel happy after
associating themselves with Gucci. As the image of Gucci is to provide high quality product
which provide status to its client. Cost cutting is not possible as Gucci does not provide high
quality and exclusive product.
Place: Gucci has its store in 520 stores in which 30 stores are department stores across the
world. Gucci is also available online. Gucci provide Omni-Channel shopping as their product
is available everywhere.
Promotion: Campaigns are ran by Gucci. Some of the campaign is 2018 spring campaign in
which world class photographers are appointed like; Petra Colins and Glen Luchford with the
help of digital created image with the mixture of Italian artistry with a modern twist. The
images were are so fascinating that they seem to be painting.
STORYTELLING
“Gucci has infused its heritage & story into the digital landscape and they are deeply
resonating with today’s consumers, namely the Gen Next cohort (Millennials and Gen Z).”

“Gucci’s Creative Director, Alessandro Michele understands that if his consumers are
presented a good story, they will remember not just the details of it but also feel emotionally
connected to the brand’s vision. Indeed, there is a fascinating allegory behind those slithering
snake patterns, golden bumblebees, and the royal Bengal tiger. The powerful animal and
nature symbols are all part of the blooming Gucci Garden. While the snakes exemplify
knowledge in Greek & Roman Art, the distinguished bees are a symbol of nobility in Rome.
And if you ask any curious millennial, what they think of these totems? Don’t be surprised
when they say, “Tiger is my spirit animal — I’m always seeking new challenges,” or “I was
born in the year of the Tiger, so I must own one of those ace embroidered sneakers.” Gucci
has offered millennials an enchanted world of fashion, where each item is a talisman for the
new generation.”
When we visited the Gucci store in DLF Emporio, Vasant Kunj, is the flagship store in India.
We were greeted well, further Tanya (Brand Consultant) approached us to assist with
choosing a clutch. She started off with explaining the history of Gucci, “Guccio Gucci
believes in breaking the monotony and does not follow any trend.” She further asked our
budget and occasion we wanted to have the clutch for and recommended us clutches of recent
trend of colour palettes, style and fabric. She was very polite and sufficiently good in treating
us as a customer. She gave every minute detailing of the product.
FINDINGS
We interacted to Tanya in Gucci –
 The working environment in the retail store of Gucci was more structured and
comfortable. As their fashion consultant was very polite and assisted every customer
diligently.
 The fashion consultant of Gucci was having absolute knowledge of their product, its
uniqueness and craftsmanship.
 The Retail branded environment in Gucci stores is all about heightening the
consumer’s brand experience and amplifying the brand aura.
 Luxury consumers have become more discriminating and demanding due to the
increasing democratization of luxury brands and the rapid emergence of “prestigious”
brands.
 As luxury consumers evolve, not only these act as points of differentiation, but also as
substance to justify a premium value and pricing.
RECOMMENDATIONS
Gucci believes in breaking the monotony and not changing the trend frequently. In India,
people believe in creative fashion designing and if Gucci is fashion oriented then it has to be
very creative and need to attract creative designers around the world because the customers
look for new items and fashion in every new occasion or event.
Gucci should dip their toe into the cosmetic market with a luxe range of lipsticks, eyeconic
kohl and other makeover range. This would perfectly match the glamourous aesthetic of the
brand while also reaching out in the new section of the luxury cosmetic industry.
REFERENCES
 https://en.wikipedia.org/wiki/Gucci

 https://dailydolphin.hbcsd.org/6656/arts-and-culture/the-history-of-gucci/

 https://www.indeed.com/cmp/Gucci/reviews?ftopic=culture

 https://www.vogue.co.uk/tags/gucci

 https://www.designtrends.com/fashion/product-by-gucci.html

 https://issuu.com/isabellaburzynski/docs/gucci_brand_report_4

 https://medium.com/@anahatrawal/guccis-art-of-storytelling-e5451cc9d976