GUCCI
table of contents ..................COMPANY OVERVIEW ...................PRODUCT
..................PROMOTION ..................PEOPLE
...................GUCCI EXPERIENCE VERDE ..................PLACE ...................GUCCI EXPERIENCE ROSSO ..................S.W.O.T. ANALYSIS ...................GUCCI EXPERIENCE ORO ...................TARGET CUSTOMER ...................PRICE
..................PHOTO SHOOT
COMPANY OVERVIEW
• ITALIAN LUXURY BRAND FOUNDED BY GUCCIO GUCCI IN 1920 • REINVENTING A MODERN APPROACH TO FASHION • ALESSANDRO MICHELE IS CREATIVE DIRECTOR
-MAIN OBJECTIVE IS INJECT BEAUTY BACK INTO FASHION
• GUCCI IS THE BIGGEST-SELLING ITALIAN BRAND IN THE WORLD WITH OVER 450 STORES
product
GUCCI EXPERIENCE IS A CURATED TRAVEL EXPERIENCE, COMPLETELY IMMERSING THE CUSTOMER IN THE WORLD OF GUCCI. CUSTOMERS WILL HAVE THE OPTION BETWEEN THREE DIFFERENT PACKAGES OFFERING DIFFERENT LOCATIONS AND AMENITIES, EACH HAND PICKED BY ALESSANDRO MICHELE.
gucci experience verde GUCCI EXPERIENCE VERDE IS THE ENTRY LEVEL PACKAGE. VERDE OFFERS FIRST CLASS TRAVEL TO NEW YORK CITY, LAS VEGAS, OR MIAMI. THE CUSTOMER WILL ENJOY A 5-STAR HOTEL SUITE FOR THE COMFORT AND AN EXOTIC RENTAL CAR OF CONVENIENCE. ALSO INCLUDED IN THE PACKAGE IS AN APPOINTMENT WITH A GUCCI STYLIST AT THE NEAREST GUCCI STORE IN CHOSEN CITY AND A TAKE-AWAY ITEM WITH A VALUE UP TO $1,000. THE TOTAL COST FOR GUCCI EXPERIENCE VERDE COMES IN AT $75,000.
gucci experience rosso GUCCI EXPERIENCE ROSSO IS THE MID-TIER PACKAGE. STEPPING UP FROM VERDE, ROSSO INCLUDES A CHARTERED PRIVATE JET TO EITHER LONDON, PARIS, TOKYO, OR HONG KONG, DEPENDING ON THE CUSTOMER’S PREFERENCE. THE ROSSO PACKAGE ALSO INCLUDES A PENTHOUSE SUITE AT A 5-STAR HOTEL AND THE OPTION OF EITHER AN EXOTIC CAR RENTAL OR A PRIVATE CAR WITH A CHAUFFEUR. THE MEETING WITH THE GUCCI STYLIST IS CARRIED OVER FROM THE VERDE PACKAGE, YET IS SUPPLEMENTED WITH $10,000 IN STORE CREDIT. GUCCI EXPERIENCE IS A TOTAL COST OF $150,000.
gucci experience oro THE HIGHEST TIER OF GUCCI EXPERIENCE IS ORO- ITALIAN FOR “GOLD.” THE PRIVATE JET AND 5-STAR PENTHOUSE SUITE ARE CARRIED OVER FROM THE ROSSO PACKAGE, ALTHOUGH GUCCI EXPERIENCE ORO IS ONLY AVAILABLE IN FLORENCE DURING FASHION WEEK. THE OPTION FOR AN EXOTIC CAR RENTAL IS DROPPED AND A CHAUFFEURED CAR WILL ACCOMPANY ALL OF THE CUSTOMERS NEEDS. ORO INCLUDES A MEETING WITH A GUCCI STYLIST AT A FLAGSHIP STORE AND $30,000 IN STORE CREDIT. CUSTOMERS WILL HAVE THE OPTION FOR CLOTHES AND ACCESSORIES TO BE WAITING FOR THEM IN THEIR HOTEL ROOM WHEN THEY ARRIVE. TOPPING OFF GUCCI EXPERIENCE ROSSO IS A PRIVATE DINNER WITH ALESSANDRO MICHELE. THE TOTAL COST OF GUCCI EXPERIENCE ORO IS $250,000.
TARGET CUSTOMER
DEMOGRAPHICS • UPPER CLASS INDIVIDUALS WHO ARE IN THEIR MID 20’S TO LATE 30’S, REGARDLESS OF THEIR GENDER • EXTREMELY WEALTHY AND HAVE A HIGH PURCHASING LIMIT
PSYCHOGRAPHICS • HIGH CLASS PEOPLE WITH HIGH INCOME AND WHO ARE WELL-EDUCATED • FASHION-FORWARD
AND
UNDER-
STAND THE QUALITY AS WELL AS THE REPUTATION THAT GUCCI HAS CREATED FOR ITSELF • TYPICALLY PEOPLE WHO LIKE TO SHOW OFF THE BRAND FOR ITS GLAMOUR AND STATUS
price
GUCCI EXPERIENCE VERDE - $75,000 (ENTRY LEVEL) GUCCI EXPERIENCE ROSSO - $150,000 (MID-TIER) GUCCI EXPERIENCE ORO - $250,000 (TOP-TIER)
promotion
GUCCI EXPERIENCE WILL BE ADVERTISED FOUR DIFFERENT WAYS. THE FIRST WILL BE THROUGH AN EMAIL BLAST TO SUBSCRIBING CUSTOMERS ALERTING THEM TO THE PROGRAM. THE EMAIL WILL INTRODUCE GUCCI EXPERIENCE AND HAVE A LINK TO THE GUCCI WEBSITE WHERE CUSTOMERS CAN FIND OUT MORE INFORMATION. THE NEXT WILL BE THROUGH SOCIAL MEDIA, PRIMARILY INSTAGRAM, WHERE GUCCI WILL SHOWCASE PHOTOS FROM THE GUCCI EXPERIENCE AD CAMPAIGN. CUSTOMERS CAN TRACK THE CAMPAIGN USING THE HASHTAGS #GUCCIEXPERIENCE, #VERDE, #ROSSO, AND #ORO. GUCCI WILL ALSO ADVERTISE THROUGH IT’S SELECTED BRAND AMBASSADOR, SCOTT DISICK, BY UTILIZING HIS INSTAGRAM AND TWITTER ACCOUNTS. THE FINAL WAVE OF PROMOTION FOR GUCCI EXPERIENCE WILL BE THROUGH ADS IN LUXURY TRAVEL AND LIFESTYLE MAGAZINES. THESE MAGAZINES WILL INCLUDE PUBLICATIONS SUCH AS CONDÉ NAST TRAVEL, LUXURY TRAVEL MAGAZINE, DEPARTURES, ROBB REPORT, TRAVEL AND LEISURE, AS WELL AS DUPONT REGISTRY AND YACHTING MAGAZINE.
email blast
social media
social media
lifestyle magazine
in store signage
public signage
people GUCCI WILL SELECT SCOTT DISICK AS THE BRAND AMBASSADOR FOR GUCCI EXPERIENCE. DISICK IS KNOWN FOR HIS LUXURY LIFESTYLE AND FASHION FORWARDNESS. DISICK WILL BE COMPENSATED WITH THE GUCCI EXPERIENCE ROSSO PACKAGE. IN EXCHANGE, HE WILL BE EXPECTED TO POST TEN PHOTOS OF HIS EXPERIENCE TO HIS 20 MILLION INSTAGRAM FOLLOWERS AND TEN POSTS TO HIS TWITTER ACCOUNT OF 6.8 MILLION FOLLOWERS, AS WELL AS USE THE HASHTAG #GUCCIEXPERIENCE FOR BOTH. IN ADDITION, AT LEAST HALF OF THE PHOTOS POSTED BY DISICK MUST BE OF HIMSELF WEARING OR FEATURING GUCCI PRODUCT.
brand ambassador
place GUCCI EXPERIENCE IS A CURATED TRAVEL EXPERIENCE FOCUSED AROUND THE WORLD OF GUCCI. EACH GUCCI EXPERIENCE PROVIDES TRAVEL TO LOCATIONS WITH GUCCI STORES. THE LOCATIONS WERE HAND PICKED BY ALESSANDRO MICHELE TO PROVIDE THE
CUSTOMER A VARIETY OF OPTIONS AND ADVENTURES. FOR EXAMPLE, GUCCI EXPERIENCE VERDE OFFERS THE CUSTOMER THE CHOICE OF THREE DIFFERENT LOCATIONS; NEW YORK, LAS VEGAS, AND MIAMI. NEW YORK WAS CHOSEN DUE TO IT’S TOURIST ATTRACTIONS AND WORLD CLASS ENTERTAINMENT. LAS VEGAS WAS SELECTED TO SERVE THE CUSTOMER WHO WANTS A BIT OF EXCITEMENT – ALLOWING
THEM THE OPPORTUNITY TO CATCH A SHOW OR TEST THEIR LUCK ON THE CASINO FLOOR. MIAMI WAS ALSO INCLUDED TO CATER TO THOSE LOOKING FOR A MORE TROPICAL, RELAXING EXPERIENCE.
EACH GUCCI EXPERIENCE INCLUDES AN APPOINTMENT WITH A GUCCI STYLIST AT A BRAND STORE. UPON ENTERING THE STORE, THE CUSTOMER WILL BE GREETED BY NAME AND TAKEN TO A PRIVATE AREA TO DISCUSS THEIR NEEDS AND DESIRES, AND PROVIDE AN
OPPORTUNITY FOR ANY OF THE CUSTOMER’S MEASUREMENTS TO BE TAKEN. A PRIVATE FITTING ROOM WILL BE RESERVED AND ADORNED WITH THE CUSTOMER’S TITLE AND SURNAME. WATER, CHAMPAGNE, AND HORS D’OEUVRES WILL ALSO BE SERVED.
s.w.o.t. analysis STRENGTHS
WEAKNESSES
OFFERING A MORE LUXURIOUS AND FASHION ORIENTED TRAVEL EXPERIENCE THAN WHAT IS ON THE MARKET. CUSTOMERS HAVE THE OPPORTUNITY TO IMMERSE THEMSELVES IN THE WORLD OF GUCCI IN A WAY THAT WAS PREVIOUSLY UNAVAILABLE.
THE HIGH PRICE POINT OF GUCCI EXPERIENCE LIMITS THE PROJECT TO A SLIM MARKET, MAKING IT ULTRA EXCLUSIVE FOR THOSE WHO TYPICALLY HAVE A HIGH SOCIAL STATUS.
s.w.o.t. analysis OPPORTUNITIES
THREATS
POSITIONS THE BRAND IN THE CONSUMER’S MIND AS MORE THAN JUST A FASHION COMPANY, AND TURNS GUCCI INTO A LIFESTYLE AND EXPERIENCE BRAND. GUCCI EXPERIENCE ALSO REACHES A CUSTOMER WHO IS BOTH FASHION AND TRAVEL ORIENTED, A MARKET THAT WAS PREVIOUSLY UNTAPPED.
DUE TO THE HIGH COST, THE THREAT OF BEING PRICED OUT OF THE MARKET IS A VERY REAL POSSIBILITY. OTHER LUXURY COMPANIES COULD LAUNCH A SIMILAR PROGRAM WHILE KEEPING THE COST LOWER. THAT BEING SAID, THEY MAY NOT BE ABLE TO OFFER THE SAME CALIBER OF EXPERIENCE AT A LOWER PRICE.
photo shoot