Marketing Mix – Product strategy of GUCCI

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BRAND NAME
Gucci is an Italian luxury brand. It is one of the most influential luxury brands in
the world.
The brand name provides emotional benefits to the consumer, giving them a sense
of social approval and self-respect that is transferred through its exclusivity and
limited distribution. This adds to the brand equity of Gucci. It provides a symbolic
sense of pride to the consumer.
Advantage:  Gucci is a brand that sells items for high prices and they’re not
having any trouble selling the inventories they stock. One of the reasons for this is
exclusivity. Not everyone can afford to buy Gucci, and it’s a brand that for some,
offers a sense of sophistication, status, and prestige. 
Disadvantage: Gucci products are so highly prized in commerce that there are
several counterfeiters who manufacture knock-off versions of many different
Gucci products. 
PRODUCT VARIETY
Gucci has a varied product collection in its marketing mix with great length, width
and depth. Gucci product line ranges from handbags, clothing, shoes, jewelry,
watches and accessories.
● Clothing
● Women’s hand and cross bags
● Women’s shoes

● Jewelry and accessories

● Scarfs
  Perfume

DESIGN & FEATURES

Gucci has many iconic items speaks more to the lasting power of and appreciation
for Gucci products. A symbol is a timeless product that remains pertinent no matter
what the fashion trends. Gucci has throughout the years created many attractive
products that have gone on to achieve iconic status and become symbols of the
brand. Each one of our icons has affluent and storied past. Gucci restore their icons
to remind clients of that affluent and storied past and to give them the opportunity
to be a part of the Gucci heritage.
 1. Gucci Fabric
Gucci Diamante
Originally created in the mid-1930s, the Diamante
pattern was first woven onto hemp and used on
luggage. What started as an innovative solution to pre-
war leather shortages became the Gucci's first iconic
print and precursor to the famous GG logo. Now
created in canvas and textured leather.
Gucci Vintage Web
First created in the 1950's in red and green, this strip of
fabric was another equestrian inspired design derived
from a saddle girth. The saddle girth is a piece of
equipment placed on the saddle in order to keep it in
place, this was also referred to as a "Web". Throughout
Gucci's history they have utilized this signature look in
a variety of materials and colors. 
Gucci GG Canvas
Established in the mid 1960s and an instantly
recognizable as a symbol of luxury and leisure, the
Original GG canvas diamond pattern transcends style
and seasons. Crafted out of durable woven canvas and
commonly joined with leather trim, the GG canvas is a
customer favorite and a great staple for years to come. 

Gucci Guccissima
Guccissima in Italian literally means the "most Gucci."
The Guccissima pattern features the interlocking GG
logo embossed in 2006 by Creative Director Frida
Giannini. 

Gucci Flora
This print was then reimagined by Frida Giannini in 2006 and translated on bags,
shoes, and small leather goods. Though not well received by critics, the Flora
pattern was deemed a success by fashionista's. The pattern is still being used today
in a variety of colors.

2. Hardware and Iconic Features

While lots of luxury fashion brands follow to one or two main forms of locks and
hardware on their bags, Gucci is known for having a good array of hardware styles
– all irrefutable Gucci staples. Customer offers something unique and distinctive
but brings with it a piece of Gucci wherever you go. The flexibility and variety are
some of the most appealing factors that Gucci has to offer. Each hardware type is
symbolic of Gucci’s heritage.

Gucci Interlocking GG - The double G logo came

about in the 1960s from the creator's initials Guccio
Gucci to represent the quality associated with the
brand's creator. The Interlocking GG logo is now used
on all accessories.

Gucci Bamboo Flora Handle Bag - Created by

burnishing bamboo to give it that molasses color
and bend it to shape, the bamboo became an
instant classic. The bamboo handle is unique to
Gucci.

Gucci Piston Lock -

the popular piston lock
hardware pictured on
Jackie Hobo Bags. It is incredibly equestrian as evident by horse stirrups
attaching the strap to the bag. 

Gucci Horsebit/ Icon Bit - The Horsebit, stems from Gucci's reverence for
equestrian lifestyle; initially, the Gucci company was making saddles and other
leather products for horseback riders at the time, and this characteristic has
continued well into today's Gucci collections.

Gucci Crest - After the war, the Gucci crest, which

showed a shield and armored knight surrounded by
a ribbon inscribed with the family name, became
synonymous with the city of Florence.

Gucci Lady Lock

The Lady Lock is part of the collection released
for Fall/Winter 2013. The signature Gucci logo
embossed cappuccio and lock are typically crafted
in shiny metal and accompany a collection of
handbags that have a rounded, minimalist shape.

Advantage: With a huge of new styles and

product variety, Gucci can satisfy demand of customers or provide variety of
choices.
Disadvantage:
 Leads to shorter production cycles and micro collections.
 Gucci may have diversified into other product categories over the years, but
it must stay true to its core strengths, providing luxury leather goods such as
 handbags and footwear. Often brands can dilute their own identity and fall
into the line extension trap by venturing into too many categories.
QUALITY
In 2010, an Artisan Corner came to represent the House’s craftsmanship. Here,
Gucci craftspeople perform live demonstrations of the time-consuming process of
producing Gucci’s most famous pieces. From a marketing perspective, this is proof
positive of the quality and exclusivity of the Gucci brand.

Gucci artisans heading to New York City

In 2018, Gucci formally inaugurated ArtLab, a futuristic center of industrial
craftsmanship and experimental laboratory for the design and creation. Located
near the historical headquarters of the company outside of Florence in Casellina
Outside, Gucci ArtLab’s walls are hand painted
In short, it is accessories which have been representative of high quality and
innovativeness in Italian fashion. This has been particularly true of artisanal leather
goods, a skill which can be traced back to centuries-old traditions.
Compare to other product:
Gucci, the luxury Italian brand of fashion and leather goods, embarked on its
watchmaking journey from 1997.

Gucci watches cater to a crowd that prefers the fashion tag over authentically
crafted watches. In essence, these timepieces are more of a style statement. Many
forums debate on the functionality and durability of these watches and customers
have reported their deterioration over time. Watch lovers point out that anyone
who invests in Gucci watches buys it just for the brand name and not for any actual
functional value.
PACKAGING
Gucci was the luxury brand that pioneered to start using sustainable packaging in
the industry. In June 2010 they launched new packaging that was 100% recyclable,
plastic-free, and use water-based inks.
Gucci is using exclusively FSC (Forest Stewardship Council) certified materials in
their packaging. The brand even became a member of FSC Italy.
In terms of packaging, they didn’t stop
at 100% recyclable options. In fact, they
made a particular division in its
Research and Development department
dedicated to the optimization of their
packaging.
As a result of their efforts, they
performed another major packaging
transformation.
Their new packaging design is the one
you see today: simple, efficient, and eco-
friendly with white and black boxes and
the brand within the signature font.
Classic rectangular boxes can be folded
into 3 different sizes. Therefore, the new design of boxes can be adapted to the
most appropriate size for a product. 
Advantages:
 With environmental concerns increasing year by year, Gucci’s decision has
made them opinion leaders, winning the hearts of younger generations.
Gucci has identified the ideal touchpoints of their target market, creating
loyal customer bonds and increasing word of mouth.
  If you decide to resell the bag, the more original packaging you have, the
higher the price you will be able to get.
Disadvantage: Packaging can do a lot to attract customers attention but having a
good packaging as mentioned can also increase the value of the product.
WARRANTY
The best thing is Gucci handbags all come with a lifetime warranty, which means
that if anything goes wrong with your new bag you can get it replaced with the
newest model in that price range accessible. Another best part is you don’t even
have to pay a single dime for this. Gucci offers a two-year international warranty
valid from the date of purchase.
The warranty is only valid if the warranty certificate has been duly completed by
the merchant upon purchase. The warranty covers any fault emerging from
defective parts or a manufacturing defect.
RETURN
For online forms, they have expanded the return window from 30 to 45 days if you
return it by mail. In case you want to return your product to their revived store,
they are permitting a 30 days’ return window.
Product Return window Exceptions if any

Corporate gifts 10 days can only be returned to

Gucci.com
Beauty products 10 days Should be unopened and
in the original cellophane
wrapping
Rest 30 days Unused and in original
condition

Gucci accepts requests for refunds only. They do not offer replacements. In case
you are not satisfied with the product, you must return it within the first 30 days of
your purchase.

Disadvantages:
To perform the warranty and return of Gucci products must go through many
procedures and terms in the policy. It is easier to return products directly to the
store than making a website return
SOURCES:
 https://www.yoogiscloset.com/gucci/guide?
fbclid=IwAR1uHZKV5Iybau_sHU_o_bPR4-
OoxLXGSouiG8TuPeScCiJPAOqYG8HB31E
 https://retaildesignblog.net/2011/06/17/100-recyclable-gucci-packaging/
 https://www.returnpolicyguide.com/gucci-return-policy/?
fbclid=IwAR09oXlaGgSpSf6hR4EZDBfNAnRFpkvK-
JzFxBjNU46AfRp4w6mKV0m8_Iw