LUXURY BRAND

MARKETING
Gucci
TABLE OF CONTENTS

• Introduction
• Luxury brand entering emerging market
• Challenges in luxury market
• Market gaps in the country
• Recommendations
• Conclusion
• References
INTRODUCTION

Aim of the presentation

Analysing the brand “Gucci” entering in the emerging market “China”.

Presentation includes:
• Reason behind entry of Gucci in Chinese market.
• Challenges faced by the company, relative competitive and market
gaps
• Recommendations regarding the ways brand remain sustainable
LUXURY BRAND ENTERING EMERGING
MARKET

Gucci - A luxury brand Leading

luxury brand
all across the
globe

Prominent
Brand reflects houses of
the zenith Jewellery,
Italian fashion, watches
craftsmanship and leather
goods
Gucci

Supreme in Founded by
quality and Guccio Gucci
minute in the year
details 1921
CONTINUED…

China – Introduction of the emerging market of entry

• The nation has high rate of GDP growth

• Room for growth in textile industry of China
• Earning power of the people growing
• Rise in the career growth
CONTINUED…

Why China is a country of choice?

• Customers in china are increasingly gaining exposure to luxury

brands
• The country is also a home to 960000 millionaires
• Emergence of novel as well as wealthier middle class which are very
eager to reflect their status and wealth
CHALLENGES IN LUXURY MARKET

• SWOT analysis of Gucci

CONTINUED…

SWOT analysis of China

CONTINUED…

Identified challenges
MARKET GAPS IN THE COUNTRY

• China is one of the biggest competitive market across the globe

• Competition becomes stiffer as the market is ruled by different luxury

giants

• The gap amid inexpensive luxury as well as ambitious luxury is getting

tougher and multifaceted to fill
CONTINUED…

Position of the brand “Gucci”

 Offering products
with unusual high
CONTINUED… quality, different
merchandise, and
global awareness
of the brand
Use of internet and
Best knowledge
artificial
and understanding
intelligence for
about the affluent
developing more
customers of
personalised
China
services

Ways to compete with Building brand

competitors Brand recognition,

Opening stores in strong distribution
popular cities of channels and
the country establishment of
local networks

Investment in
advertising
campaigns for
educating Chinese
people
RECOMMENDATIONS

• “Gucci” need to have three important conditions i.e. aesthetical

appealing, global acceptance and workmanship

• The key to achieve success is campaign localisation

• Comprehending the culture as well as aesthetics of China is

crucial for avoiding faux advertising
CONTINUED…

Ways of becoming sustainable

• Adopting sustainable approach in the fashion market by including
traditional intrinsic value of fashion along with quality of life

• Use of low impact alternative as well as sustainable materials in their

collections

• Focus on reducing waste and must support conservation and restoration

of significant ecosystem
CONTINUED…

Three important recommendation for success in emerging market

• Selecting a suitable marketing and branding strategy

• Utilizing both standardization strategy and adaptation strategy

• Progressing into negotiating as well as bendable entities like development of

digital content, harnessing the power of geographic segregation and
consumer collaboration
CONCLUSION

• Gucci is a powerful brand and thus, have growth prospects in

emerging markets like China

• Chinese market is evolving constantly, brand needs to alter the

manner in which they conduct business

• Aggressive distribution strategies should be adopted for

capturing larger market share from their competition
 REFERENCES

• Cui, A.P., Wajda, T.A., & Walsh, M.F. (2015). Luxury Brands in Emerging
Markets: A Case Study on China. Entrepreneurship in International
Marketing, pp.287–305.
• Gao, L., Norton, M., Zhang, Z., & To, C. (2009). Potential niche markets for
luxury fashion goods in China. Journal of Fashion Marketing and
Management, 13(4), pp.514-526.
• Debnam, N., & Svinos, G. (2007). Luxury brands in China. [Online]. Available
from: <http://www.kpmg.com.cn.>. [Accessed on 17thSeptember 2021].
• Gucci. (2021). [Online]. Available from: <https://www.gucci.com/us/en/>.
[Accessed on 15thSeptember 2021].
Thank you