2

3
 History: 4

 Guccio Gucci Established A Shop In 1921 That Sold Fine Leather

Goods With Classic Styling.

 Gucci's Store Featured Such Finely Crafted Leather Accessories As

Handbags, Shoes, And His Iconic Ornamented Loafer As Well As
Silks And Knitwear In A Signature Pattern.
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1921 1955 1982 1993

1991 Maurizio
• Foundation of • GUCCI name • Gucci 2004
Gucci as a is registered shares Gucci Gucci,
small leather as a become headquarters grandson of Kering
shop in trademark. listed on move from Guccio Gucci formerly
Florence by the stock Florence to sells 50% known as PPR
the Italian market. Milan. share, ending increases it's
Craftsman the Gucci share to
Guccio Gucci. 3 years later family 99.4% of
moves back ownership of Gucci.
to Florence. the Gucci
company.
 LOGO SIGNIFICANCE: 7

 ALDO GUCCI DESIGNED THE GUCCI LOGO. IT IS THE

EMBLEM OF LUXURY, GRANDEUR, FINESSE AND
QUALITY.

 THE MEMORABLE “DOUBLE-G” LOGO OF GUCCI

COMPRISES OF THE TWO INTERLOCKING,
PERFECTLY-EXECUTED “G”, INSPIRED BY FOUNDER
NAME GUCCIO GUCCI.

 THE BLACK COLOR IN THE GUCCI LOGO REPRESENTS

THE DOMINANCE, EXCELLENCE AND ELEGANCE OF
THE BRAND.

GUCCI
KEY PEOPLE OF GUCCI: 8
MARCO BIZZARRI:
CHIEF EXECUTIVE OFFICER
EMPLOYEE OF GUCCI: 9

TOM FORD: FRIDA GIANNINI:

CREATIVE DIRECTOR FASHION DESIGNER OF GUCCI
 10
MISSION STATEMENT & GOALS

“The Price Is Forgotten Long After The Quality Remains"

STP: 11

SEGMENT
• Premium Apparel And Clothing

TARGET GROUP
• Middle Aged, High Income, High Status
Individuals
POSITIONING
• Gucci Is Projected As A Sophisticated Brand And
Innovative
DISTRIBUTION NETWORK: 12
GUCCI RELIES ON EXCLUSIVE DISTRIBUTION NETWORK SO THAT THEY CAN
CONTROL OVER THE SERVICE LEVEL. IN EXCLUSIVE DISTRIBUTION, SELLERS
ONLY CARRY PRODUCER PRODUCTS. COMPANY TRIES TO MARKET THEIR
PRODUCT THROUGH ONLINE AND DIRECTLY OPERATED STORES WHICH
ACCOUNTS FOR 70% REVENUE OF COMPANY.

Producer Directly
Consumer
GUCCI Operated Store

Company Distribution Channel

 Products 13
 GUCCI INITIALLY WAS INTO THE LEATHER
FASHION ACCESSORIES BUT LATER DRIFTED TO
HIGH CLASS DRESSES FOR WOMEN, MEN’S
APPAREL, ACCESSORIES INCLUDING
HANDBAGS AND WALLETS FOR MEN AND
WOMEN AND ALSO SHOES AND THEN LATER
ON WATCHES.
 IT ALSO INCLUDES BABYWEAR IN ITS PRODUCT
WHICH IS COMFORTABLE AND FASHIONABLE.
 GUCCI’S SIGNATURE EYEWEAR IS VERY CATCHY
AND ITS PERFUMES HEAVENLY.
 Products 14

 Italso has a wide range of home products that

includes bedding, furniture and wallpaper.
 All in all it has everything one needs under
one brand. Gucci serves all its exclusive
products with the help of well-trained
professional salespersons and that to in a very
attractive packaging.
FOR MEN:
15
FOR WOMEN:
FOR KIDS: 17
FOOTWEAR: 18
ACCESORIES: 19
20
21
 Gucci Car 22

• In1972 Gucci got associated with American motors association &

now It has launched its own car featuring Jenifer Lopez as its spokes
person.
• Fiat
and the Florence-based label present the "500 by Gucci", an
important partnership between two brands that have always
expressed Italian genius and creativity across the world.
Fiat 500 Gucci Edition
23
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Brand Equity: 25

Gucci and similar businesses made significant efforts to

establish their brand equity because of its vital business
line.

Here, the idea is distinctiveness and uniqueness as these

firms work in a niche market. Additionally, Gucci drives
higher prices and the amount of outlets.
 26
Brand Equity:
• Gucci is relied on their unique, tradition, and
High Quality high-quality design.

• Gucci is a renowned brand across the

world for its unique blend of fashion
UNIQUENESS authority and luxury heritage and
impeccable craftsmanship of Italy.
27
Marketing Strategy: 28

 THEIR BASIC MARKETING STRATEGY IS THE PLACEMENT OF THEIR

STORES, WHICH ARE IN THE MOST EXPENSIVE AREAS OF
LONDON, PARIS, NEW YORK, ROME AND TOKYO.

 THEIR OUTLETS ARE VISUALLY VERY APPEALING WITH HIGH CLASS

AND MOST EXPENSIVE INTERIOR AND EXTERIOR.
Marketing Strategy: 29

 THEYOFFER DISCOUNT AND SALES FOR THE PROMOTION OF THEIR

BRAND AND PRODUCTS.

 THEY INITIATE AWARENESS ABOUT THEIR PRODUCTS.

 THEY INVEST HEAVILY IN ADVERTISEMENTS OF THEIR PRODUCTS TO

ATTRACT MORE CUSTOMERS.
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PRIZES: 32
 A ROUGH ESTIMATE FOR A “CHEAP” HANDBAG FROM GUCCI WOULD
START AT AROUND $595.
 A ROUGH ESTIMATE FOR A VERY HIGH QUALITY HANDBAG WAS START
AT AROUND $15,500.
PRIZES: 33

Evening wear shoes would start at around $930.

Sneakers would start around $375.
 PRIZES: 34

Women’s wear clothing would start at around, for shorts and shirts:
$790.
Men’s wear clothing would start at around, for shorts: $595 and shirts:
$625.
 PRIZES: 35

Gucci watches price would start at around $800.

Children’s Gucci signature belt price start at around $200.
Baby sleep suit price would start from $465.
36
Online Marketing:
Online marketing strategy.

Website.

Address:
http://www.gucci.com
GUCCI STORES:

Gucci Has 520 Stores Around The World All

Of Which Are Directly Controlled By Gucci.

Each Gucci Store Signifies Its Elegancy, Style

And Fashion.
NO OF DIRECTLY OPERATED GUCCI STORE WORLD WIDE:
40
GUCCI MUSEUM:
In 28 September, 2011 Gucci opened a 1,715
square metre museum charting its history in
Florence.

This museum is named as GUCCI MEUSO.

42
SWOT ANALYSIS: 43

STRENGTH:
1) Brand equity
2) Highest quality products
3) Strong presence in international market
4) Product line and depth
5) Keeps Diversifying
6) Various CSR activities
7) Strong tie ups
SWOT ANALYSIS: 44

Weaknesses:
1) Continuous updating is required
2) Sexuality in Advertising
3) Trademark infringements and counterfeiting
 45
SWOT ANALYSIS:

Opportunities:
1) Youth is more brand conscious than ever
2) Emerging markets
3) Fashion never ends
SWOT ANALYSIS: 46

THREATS:

A MAJOR THREAT OF GUCCI IS THAT TODAY, LIKE ANY OTHER

SECTOR, IT IS NOT THE ONLY LION IN THE JUNGLE. THERE ARE
OTHERS WHICH HAVE REPEATEDLY BEEN A THORN IN GUCCI’S
SIDE.
Competitors:

1.Chanel
2.Christian Dior
3.Burberry
4.Ralph Lauren
5.Prada
6.Zara
7.Louis Vuitton
8.Hugo Boss
9.Hermes International
10.Versace
11.Valentino S.P.A
Achievement & Recognition:

House of Gucci is an Italian iconic fashion and leather

good items. It is one of the most famous and prestigious
brands known globally. The organization has also won
many awards. Some of the prestigious awards won by
the organization are:
Achievement & Recognition: 49

Vogue Best New Designer (1995)

Designer of the Year (1996)
CFDA International Designer of the Year (1996)
Elle Style Awards' Style Icon Award (2000)
British GQ International Man of the Year Award (2000)
Time's Best Fashion Designer (2001)
GQ Designer of the Year (2001)
Achievement & Recognition: 50

First Annual Fashion Design Achievement Award at the Cooper

Hewitt Design Museum's National Design Awards (2003)
The brand also occupied 46th position in the Business Week
magazine which featured Top 100 Brands chart (2007).
International Designer Award at British Fashion Awards (2015).
International Business Leader & International Accessories Designer
by British Fashion Council (2016)
CFDA International Award (2016)
WORLD RECORD:

GENIUS JEANS
GUINNESS BOOK OF WORLD RECORD CITES
THE GUCCI “GENIUS JEANS” AS THE
MOST EXPENSIVE JEANS OF THE WORLD. A
PAIR OF NORMAL GUCCI JEANS THAT HAS
BEEN RIPPED & COVERED WITH AFRICAN
BEADS. WHEN IT WAS PRESENTED IN MILAN
BACK IN OCTOBER 1998, IT GOT AN
ASTONISHING PRICE OF $3,134.
Find Gucci on:

Facebook Google+

Instagram Pinterest

YouTube Snapchat

Twitter
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