Brand Report

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Gucci Autumn/Winter 2018

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I N D E X

Th e Ho us e of G u c ci

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Bran d M is s ion

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Bran d Identity

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Ess en c e

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Va lues

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Pers on al ity

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A ctions & be h av iors

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Bran d Im age

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Bran d Pos ition in g

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Con clus ion

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Biblio graph y

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Image ref eren c es

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Gucci Guilty 2017

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T H E

H O U S E

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G U C C I

The House of Gucci is an Italian fashion brand and leather goods label. It is part of the Gucci Group, which is owned by French company PPR. Gucci was founded

by Guccio Gucci in Florence in 1921 and became one of the world’s leading luxury fashion brands during the Twentieth Century. The company has 376 directly operated stores and 8 249 employees (PPR, 2012). Since 2006 Frida Giannini has been the creative director of Gucci (Gucci, 2012). Gucci has been the most popular luxury brand of all since Alessandro Michele and Marco Bizzarri came to the house.

So what makes them success in rebuilding their empire?

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B R A N D

M I S S I O N

“To be a world leader in apparel and accessories that owns a portfolio of powerful luxury and sport and lifestyle brands.”

Obviously today Gucci has already claimed to be one of the world leader luxury brand in the world. Without any doubt, Gucci taking the top spot in Lyst Index “Hottest Brand” ranking for 2017 and still remaining until this year. Gucci describe themselves as cool and responsible, and value themselves on their craftsmanship three concepts are linked; Taking up responsibility can as well be cool. For Gucci, Corporate Social Responsibility is an important part of their global strategy. They work with a holistic, yet realistic approach. They state that it is their duty to use their position as a luxury brand to pioneer and promote sustainability.

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R A N D

Gucci Pre-Fall 2106

I D E N T I T Y

HY P E

L U X U RY E S S E N C E

Y O UT H E T H IC S 4

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V A L U E S

The Gucci values are deeply embedded within ethics and in fact, the company began to work on a sustainability strategy in 2004. Quality remains the main priority, but they began to elaborate upon this. Sustainability for people and the environment became part of the quality concept. Gucci state that their sustainability strategy is supported by their stakeholders.

During The 2017 Kering Talk, Marco Bizzarri stated that Gucci is committed to a culture of purpose, considering a positive environment and social impact as a core value. The brand operates in a transparent, ethical manner and encourages its supply chain to adopt similarly responsible business practices.

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P E R S O N A L I T I E S

Since the world becoming more evolve and we are now living in the world of internet, Gucci has started #TFWGucci campaign since last year which is a meme-inspired campaign to promote a new collection of luxury watches.

This is another level of engagement because it shows that they really understand the culture and language of the youth and also appreciate emerge artists, writer, and designer by credited, paid, and celebrated while the campaign’s run.

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A C T I O N S After they claimed themselves as one of the brands that take sustainability and transparency at heart, Gucci launched “Gucci Equilibrium” which is an online platform “designed to connect people, planet, and purpose”. It is not just about their Mission & Vision anymore, they are taking actions and show the world to better understand their brand values. This website is for their employees to complement a new company-wide program that will allow every member of staff to dedicate one percent of their working time to volunteering in local communities.

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& B E H A V I O R S

Gucci Spring/Summer 2018

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I M A G E

A survey was conducted for Parsons student through google platform in order to get their perception towards Gucci. The results have shown that they think Gucci is for young adult - adult but surprisingly no one thought about elderly which in my opinion I think that elderly could be another customer target because Gucci present themselves as “youth” as well as luxurious and elderly nowadays are most likely to reach out to something that makes them feel younger and fresh. Apparently, they thought that Gucci isn’t for everybody and also expensive but of course stylish. However, Gucci’s customer target group is upper - upper middle class and couldn’t be lower than the middle class. Certainly, they think that Gucci represents luxurious, trendy, young and hype. Surprisingly, there’s the word “hippie & weird” appear at the same time. People tend to think that Gucci carried bags, accessories, ready-to-wear, and shoes but further than that they actually huge in fragrances and beauty line as same as sportswear line. When you talk about where do you see Gucci’s products? The majority of people said that they mostly see Gucci’s product on celebrities or influencers and none say outlet. And of course if they want to look up for new products update, 40% says they will go to Instagram, 30% says website, and 20% says facebook. They are most likely to shop from Gucci on special occasions even though 14% says they shop once a week. When it comes to purchasing, most of them go to a selected brand store channel more than Gucci website even though their site is actually attractive and easy to access. The most iconic piece in their mind is definitely the GG belt and the brand that represents similar aspect as Gucci are YSL and LV.

Gucci Spring/Summer 2017

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Gucci Spring/Summer 2017

Gucci Spring/Summer 2018

10 Gucci Fall/Winter 2016

Gucci Spring/Summer 2017

HIGH PRICE

MASS MARKET

LUXURY MARKET

B R A N D

LOW PRICE

Gucci Pre-Fall 2015

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P O

Lady Dior

GG Belt

Balenciaga Triple S

S I T I O N I N G

LV Neverfull MM

Gucci’s main competitors are Balenciaga, Dior, and Prada.

These brands are the most similar to Gucci as they have the similar product offer and they are popular fashion brands with similar target consumers. Balenciaga and Gucci have been rivals this past year. Balenciaga’s prices slightly lower than Gucci, however, they still offer similar aspects. Balenciaga has the titled logo printed onto most bags and clothing whilst: Gucci uses its GG logo. This is both their unique selling point. I think Chanel and Louis Vuitton are higher up in terms of price and exclusivity even though LV sells similar leather goods.

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C O N C L U S I O N

From this brand report had illustrated brand languages and culture through primary research by conducted the online survey and secondary research from reliable websites as well as user-generated contents. Gucci is one of the genuine yet stylish brands that truly committed to their social responsibilities and ethicals.

Their variety of products line is a wide range and also could expand more in beauty line and sportswear. Also from the survey research could suggest that reaching out and pay more attention to the senior adult market group may expand their vision in “youth at heart”, not only early adult. An additional recommend point for Gucci is they have already done great in building their relationship with people’s today and communicate the same language, but they could be very exclusive and seamlessly in their retail services as well as the offline channel.

Gucci Smokey Pencil

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Gucci Pre-Fall 2017

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B I B L I O G R A P H Y 1.WWD Staff. “Gucci: A History Lesson,” WWD Milestones, issue 02/23 (2011): https://wwd. com/fashion-news/designer-luxury/history-lesson-3512770/.

2.”About Gucci,” : https://www.gucci.com/us/en/st/about-gucci.

3.”The Year In Fashion 2017,” lyst.com (2017): https://www.lyst.com/year-in-fashion-2017/.

4.”2017 KERING TALK FEATURING MARCO BIZZARRI AS GUEST OF HONOUR AT LONDON COLLEGE OF FASHION,” kering.com, press section, (2017): http://www.kering.com/ en/press-releases/2017_kering_talk_featuring_marco_bizzarri_as_guest_of_honour_at_london_college_of.

5.Kyle Chayka. ”#TFWGucci The Artworks,” (2017): http://digital.gucci.com/tfwgucci/p/1.

6.“Gucci Equilibrium,” (2017): http://equilibrium.gucci.com.

I M A G E

R E F E R E N C E S

1.Cover (front) https://www.streeters.com/news/gucci-autumn-winter-2018-collectors-campaign 2.House of Gucci https://www.wonderlandmagazine.com/2017/03/06/gucci-guilty-absolute/ 3.Brand Identity, Essence http://www.chichandbagashow.com/post-7976.html 4.Brand Identity, Values https://www.gucci.com/us/en/st/stories/gucci-equilibrium/article/culture-of-purpose 5.Brand Identity, Personality http://digital.gucci.com/tfwgucci/p/1 15

6.Brand Identity, Actions & Behaviors http://equilibrium.gucci.com 7.Brand Image https://www.designscene.net/2017/02/video-gucci-spring-summer-2017-eyewear-collection-petra-collins.html https://fashionista.com/2017/12/gucci-spring-2018-ad-campaign https://www.spottedfashion.com/2017/01/11/gucci-springsummer-2017-ad-campaign/ https://vmagazine.com/article/nice-ads-gucci-fall-2016/ https://luxexpose.com/gucci-spring-summer-2018-eyewear-campaign/luxexpose-gucci-ss18-eyewear-3/ https://www.spottedfashion.com/2017/01/11/gucci-springsummer-2017-ad-campaign/ 8.Brand Positioning https://www.businessoffashion.com/articles/bof-exclusive/bof-exclusive-alessandro-micheles-first-gucci-campaign GG Belt: http://www.selfridges.com/US/en/cat/gucci-double-g-leather-belt_141-77035800400593AP00T/ LV Neverfull MM: https://eu.louisvuitton.com/eng-e1/products/neverfull-mm-monogram-007653 Lady Dior: https://www.dior.com/en_us/products/couture-M0566ONGE_M900_TU-lady-diorlambskin-tote-bag Balenciaga Triple S: https://stockx.com/balenciaga-triple-s-triple-black 9.Conclusion https://www.gucci.com/us/en/st/stories/article-category-beauty/article/cruise_2017_spring_summer_beauty_color_collection https://bagaholicboy.com/2017/04/pre-fall-2017-gucci-ad-campaign/ 10.Cover (back) https://metalmagazine.eu/en/post/article/gucci-fall-slash-winter-2018-the-fun-and-quirky-side-ofcollecting

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Gucci Autumn/Winter 2018