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Phase 1 - Brand Case Study DESN2375 Fashion Promotions 1
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define "brand", "marketing communication", "integrated marketing communication"
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Gucci's USP
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target audience and product range
evaluation "brand practices integrated marketing communication"
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marketing communications "advertising, sales promotions, digital marketing, publicity and selling techniques."
reference list and illustration list
phase two - IMC proposal
pop-up store at Beijing
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"brand"
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What is the first thing that springs to your mind when you see the word “brand”? There are numerous definitions n perceptions on this term. Take the definition from the book, Principles of Marketing, a brand is ‘A name, term, sign, symbol, design or a combination of these, that identifies the product or services of one seller or group of sellers and differentiates them from those of competitors’ (Kotler et al., 2000). The book, Marketing Fashion- strategy, branding, promotion, author talks about the definition of a brand. “The concrete features of a brand are its logo, strapline, slogan, actual products and physical retail environment. But brand is more than the sum of its parts – most of what constitutes a brand is intangible. (Posner, 2011) To my mind, a brand is a name that consist of products, histories, cultures and a lifestyle that allows people to relate to from purchasing their products or services.
“What you wear is how you present yourself to the world, especially today, when human contacts are so quick. Fashion is instant language.” —Miuccia Prada
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"marketing Fashion is a direct way to express yourself and communicate with people. Inside fashion, there are various ways to communicate, such as verbal, visual and written. Through the use of media, photographs, styling, illustrations, graphics, videos, web design, social media and music, people can perceive a special identity of a brand, a piece of garment or a style.
communication" “Marketing communications are the means by which firms attempt to inform, persuade, and remind consumers - directly or indirectly about the products and brands that they sell� (Kotler and Keller, 2015). I think fashion communication is a way of promotion that allows businesses to interact with its target customers. Brands can use the promotional mix to achieve its marketing communication objectives.Add a little bit of body text
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"IMC" Integrated marketing communications is the strategic coordination of marketing communication mix elements and channels of communication in order to provide an organisation with a clear, consistent and impactful message about its brand and corporate image across all customer contact points/media. (Joseph (2011)). The IMC consist of 4 main components: advertising, personal selling, public relations and sales promotions. Each of the component covers various methods to build the communication between the brand n its target customers.
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Unique Selling Proposition
"USP"
The Unique Selling Proposition (USP) explains the factor or consideration presented by a seller as the reason that one product or service is different from and better than that of the competition. (Staff, 2016). One of the main features of Gucci is the exquisite Italian craftsmanship and the attention to details.
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What differentiate themselves in the competitive luxury fashion market is the accessibility to shop they provide more than 3,000 products in store or online, available to customers and understand the stories behind their collection. This allows customer to connect with the brand and relate to the unique lifestyle of Gucci. Their iconic logo and pattern also provide a lot of value into characterizing the brand.
target audience Both male and female ages between 20- 50 are Gucci’s current target customers. Now they have introduced a new line of childrenswear, therefore their target audience group has become bigger. The type of customer that Gucci targets on, will be people who are at upper-middle to high income group, fashion followers, celebrities and especially art lovers.
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Many products from Gucci feature beautiful drawings of items like flower and animals. The way Gucci combines drawings with their iconic pattern on their products attracted many audiences who enjoy the blend of contemporary art and classic statement.
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Over the past 95 years, Gucci has established a huge range of products to not only provide a clear identity but also to allow connections between customers and their lifestyle. As mentioned above, there are over 3000 products across the Gucci website.
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product range
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Under womenswear, you can find items like: bags, shoes, fur and leather, t shirts, dresses, wallets, etc. For menswear: suits, belts, shoes, outerwear, bags, ties and scarf etc. Gucci’s new product line for childenswear includes clothing, bags, shoes and accessories like belts and hat.
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Apart from that, Gucci also provide a range of sophisticated jewellery (fine, fashion and sliver) and watches. Moreover, Gucci’s make up has been quite popular among the beauty industry. With beautiful Gucci logo featured in products like lipsticks and eyeshadow, attracted many beauty followers to try their products.
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marketing communication
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Gucci has always been an experimenter in advertising, in order to attract the new generation, they put a lot of focus and investment into building up the online platform and innovative advertisement. In their Fall Winter 2016 collection, they had a collaboration with different artists in Japan. They created a brand new sensational experience for target audience. The Gucci 4 Rooms represent 4 different themes.
Mr. who was one of the first artists to introduce manga and anime in the form of pop reference to enter the world of art. They created the Gucci Garden Room which consists of the house’s insects, plants, flower and featured Mr.’s olita-esque characters with accentuated big eyes and looks.
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The room provide audiences a blind of contemporary Japanese street style and muse of urban youth culture. (S, 2016) Many products are inspired by this room featured symbol of insects and floral imagery.
marketing communication
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Gucci is a historical and iconic brand, they have been recognized by the public with their classic inversely overlapping logo and pattern. However, in last year they introduced a brand new collection with eye-catching symbols and sharp colour. They reformed a new logo with 2 ‘G’s over lapping each other, this allows people to identify Gucci but also provide a refreshing image.
marketing communication
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Promoting House’s lifestyle has been one of the main goals to achieve. In order to communicate with the new generation, they put effort in improving their online platform. For social media, they have 11.6 million followers on Instagram, this allows their target customers to see not only the newest collection but also the inspirations and lifestyle for them to relate.
marketing communication
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Gucci set up a pop up store in Beijing which features an imaginary universe of flora and fauna. This allows target audience to experience the unique Gucci style in real life
marketing communication
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Gucci is a trend right now. Celebrity marketing is unquestionably one of the main reasons. Many celebrities display their Gucci items in their street style. Whether they are bags, shoes, accessories or clothing, the exposure to public increase massively. Publicity is vital and celebrity is probably one of the most direct way to increase it.
High-end brands like Gucci do not do sales promotion in order to avoid the chance of damaging the brand. The prices are standard for online store, official store and department store. However, they pull back the customer loyalty and differentiate themselves with excellent customer service. I visited Gucci store in Manchester Selfridges, they welcomed me with introducing their brand new items and offered me with a well-bounded gift catalog to bring home.
Inside the catalog, there are attractive and high quality pictures of their newest collection with a price list at the end for customer to order after reading such a breath-taking catalog. For their online store, free gift wrapping service and free shipping service are included with any purchase, these are some bonus points for customers. The online store is well structured, a huge range of products to choose from with clearly 21 stated price and details.
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Evaluation Gucci has a strong brand image that brings its target audience a unique lifestyle. Customers express themselves in purchasing and wearing their products. What makes Gucci stands out from the saturated luxury market is, the way they present their inspirations with exquisite embroidery and paintings on to quality fabrics. From the effort they put in to create a whole new communication experience and their investment in online platform, we can see how Gucci put the main focus in interacting with their target customers. Despite the fact that Gucci is a historical brand, they do not stay at the past but, instead they create new trends and blend the contemporary art with classic style.
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phase two
IMC Campaign proposal
To develop an Integrated Marketing Communication Campaign for Gucci’s Spring/Summer 2017 collection, we need to first, understand what is IMC.
“An integrated marketing campaign is the application of consistent brand messaging across both traditional (e.g. direct mail) and nontraditional (e.g. social media) marketing channels and using different promotional methods to reinforce each other.� (Woodland, 2015)
Gucci is an experimental brand in terms of fashion communication. They have used a lot of innovative ideas to attract target customers and to promote their products. In the S/S 17 ready-to-wear collection, Gucci brings audiences into a world of fairy-tale dream sequence. The catwalk show is setup in relentlessly pink colour with tufted banquette seating. (Foley, 2016) Walls which were clad in curtains made up of pink mirrored tiles linked together with metal rings. (vogue, 2016)
Identify your target audience
The usual Gucci target audience will be age around 25-40, middle to high-income group with income around ÂŁ35,000+ to be able to have spare money for luxury products from Gucci. Fashion lover and especially passionate in vintage and retro style, bright colour and pattern will be seen in their outfits.
They are travelers and photographers, interested in shopping and socializing. Apart from their leisure activities, they usually work in professional or fashion industry like business women, blogger or stylist.
sen sat ion al
The IMC objectives for this campaign will be to influence target customers to encourage them to accept and adopt Gucci’s newest style and lifestyle thereby to buy our items from the Spring/Summer 2017 collection. To achieve this, we need to provide a sensational and innovative experience to attract our audience. As our target customer is getting younger, we need to create something that is up-to-date and unconventional.
uncon v e n t i o n a l
inn ova tive
establish IMC objectives
campaign
theme for
The theme for the Gucci Spring/Summer 2017 collection will be around fairytale with element of vintage, the use of colour will be dark red and pink. As the collection consists of different style of garments, some are retro based, some featured bright colour, some are simple, therefore customer can express themselves by mix and matching Gucci’s different items. Gucci is an experimenter in not only colour, material and cutting but also in the way they promote their products. Gucci’s target audiences are encouraged to try something new, walk out their comfort zone, put down the society views and norms to express themselves and be an experimenter. Fairytale is one of the most unrealistic thing and this allow people to think creatively in their own world. Everyone has their own fairytale, however not everyone is willing to express it out. The campaign will evoke audience’s personal fairytale and encourage them to express their unique identity.
creative brief work
In order to attract the audience to our ready-to-wear collection, we need to provide them with something that differentiate us from other luxury brands. As we all know catwalk shows are only open to celebrities, famous fashion bloggers, buyers, and the press. However, catwalk shows should be the place where people can experience the most of the feelings that the collection and designer wants to bring out. The set-up of the show, such as the place itself, the seats, runway, celling, background music and the way that garments are lively presented in front of the audience, these elements are vital for establishing Gucci’s style and trend for the year. Therefore, we could create some sensation pop-up store in main cities around the world. Those pop-up stores are no ordinary ones but in fact customers can experience a small part of the S/S 2017 catwalk show with actual decorations and settings and video of models walking from the runway. With a sensational experience, customer will be inspired and then we will provide them with the actual items from the show.
promotional tools
Advertising Advertising is probably the most important element for this campaign. Advertisements need to be display in fashion magazines, also in order to raise the awareness of our target audience, promotions need to be presented on the social media platform like Facebook, Instagram, Twitter and a promotional video on YouTube.
Public Relations Celebrity endorsement is a good way for direct promotions. By inviting celebrities to experience our pop-up store, this event will become a heated topic and attract people to go visit. Wherever there are celebrities, the press will be there as well. Therefore, the press will also help to introduce and remind the public of our event.
Sales promotion Despite the fact that luxury brands like Gucci do not lower the price to boost the sales, there are other ways to increase the incentive for target customers to purchase a product. For instance, goodies bag can be give away after a visit to our pop-up store. This will encourage people to share this event with friends and family, also share it on social media platform. Moreover, items that are only exclusive to pop-up store or a specific city can be made to stimulate the number of people to visit.
Personal Selling face to face selling will be carried out at the popup store, after the experience, target customers will be served with a goody bag and a staff to introduce the newest collection. Customer can buy and ‘try’ on at our 3D virtual fitting room.
timetable of activities and critical thinking Pop-up store will be placed in big shopping malls at welldeveloped cities like London, Dubai, Hong Kong, Tokyo, Shanghai, Rome etc. Advertisements need to be display a week before the event, the store will last for 2 weeks just to be exclusive and boost the number of visitors within this period of time. the time will follow each city’s normal shopping time period. The set-up of actual catwalk inside a mall will be quite difficult, the cost of production and what items to be placed at the store well need to be discussed.
reference list Insights, B. (2013) Having it their way: The big opportunity in personalized products. Available at: http://www.forbes.com/sites/baininsights/2013/11/05/havingittheirwaythebigopportunityin personalizedproducts/#f495ed370363 (Accessed: 28 November 2016). Krieg, G. (2016) How did trump win? Here are 24 theories. Available at: http://edition.cnn.com/2016/11/10/politics/whydonaldtrumpwon/ (Accessed: 28 November 2016). Mine, P. of (2015) Personalization industry and trends. Available at: http://www.presentsofminefranchise.com/personalizationindustryandtrends/ (Accessed: 28 November 2016). Roderick, L. (2015) Personalisation: A shortterm fad or longterm engagement strategy? Available at: https://www.marketingweek.com/2015/11/10/personalisationashorttermfadorlongterm engagementstrategy/ (Accessed: 28 November 2016). S, G.G. (2016) An installation for digital project Gucci 4 rooms by Mr. Featuring his mangainspired art and Gucci symbols. Available at: https://www.gucci.com/uk/en_gb/st/stories/article/agenda_2016_issue05_4rooms_guccigarden (Accessed: 2 December 2016). Scott, P. (2016) US election 2016: Voter turnout fell to 58 per cent this year, estimates show. Available at: http://www.telegraph.co.uk/news/2016/11/14/uselection2016voterturnoutfellto58 percentthisyearest/ (Accessed: 28 November 2016). Subramanian, C. (2016) US election: Why does the US have such low voter turnout? Available at: http://www.bbc.co.uk/news/electionus201637634526 (Accessed: 28 November 2016). Watson, A. (2016) Amy Watson. Available at: http://www.brainsins.com/en/blog/ecommercetrend alert2016personalizedproducts/4102 (Accessed: 28 November 2016). Wurtzel, N. (2007) Personalized gift products can make a great new business by Nancy Wurtzel: The Sideroad. Available at: http://www.sideroad.com/Entrepreneur/personalized_products.html (Accessed: 28 November 2016). Damarwala, S. (2014) Gucci’s store window is as interesting as its collection | Grazia India. Available at: http://www.grazia.co.in/fashion/gucci’sstorewindowisasinterestingasitscollection (Accessed: 6 December 2016). emilycramp (2016) Gucci customer profile. Available at: https://emilycramp.wordpress.com/2016/03/17/guccicustomerprofile(Accessed: 3 December 2016). Foley, B. (2016) Gucci RTW spring 2017. Available at: http://wwd.com/runway/springreadytowear 2017/milan/gucci/review/ (Accessed: 3 December 2016). Gerth, D. (2003) Unit 12: Public relations, sales promotion, & personal selling. Available at: http://ww2.nscc.edu/gerth_d/MKT2220000/Lecture_Notes/unit12.htm (Accessed: 5 December 2016). grazia (no date) Available at: hTtp://www.grazia.co.in/var/grazia/storage/images/media2/images/guccipopupstoreatifcmall 2/1595531engGB/guccipopupstoreatifcmall2_gallery_large.jpg (Accessed: 6 December 2016).
gucci (2016) ‘From the top: A view of the popup #GucciGarden installation at the Beijing SKP store until Nov. 13’, Twitter, 10 November. Available at: https://twitter.com/gucci/status/796646159980838912 (Accessed: 5 December 2016). Michele, A. (2016) Gucci runway women cruise 2017. Available at: https://www.gucci.com/uk/en_gb/lo/runway/women/cruise2017crunwaywomencruise2017 (Accessed: 6 December 2016). Nast, C. (2016) Gucci spring/summer 2017 RTW front row. Available at: http://www.vogue.co.uk/shows/springsummer2017readytowear/gucci/frontrow/ (Accessed: 6 December 2016). vogue (2016) Gucci spring/summer 2017 readytowear show report. Available at: http://www.vogue.co.uk/shows/springsummer2017readytowear/gucci/ (Accessed: 3 December 2016). Woodland, M. (2015) Available at: https://www.linkedin.com/pulse/benefitshavingintegrated marketingcampaignmarcwoodland (Accessed: 3 December 2016).
illustration list 1. vouge.com (2016) Gucci spring/summer 2017 readytowear show report. Available at: http://www.vogue.co.uk/shows/springsummer2017readytowear/gucci/ (Accessed: 2 December 2016). 2. tumblr.com (no date) This magic purse is shitty. Available at: http://badlydrawnguccirohan.tumblr.com (Accessed: 2 December 2016) 3. vouge.com (2016) Gucci spring/summer 2017 readytowear show report. Available at: http://www.vogue.co.uk/shows/springsummer2017readytowear/gucci/ (Accessed: 2 December 2016). 4. tumblr.com (no date) This magic purse is shitty. Available at: http://badlydrawnguccirohan.tumblr.com (Accessed: 2 December 2016) 5. S, G.G. (2016) Gucci official site United Kingdom. Available at: https://www.gucci.com/uk/en_gb/st/stories#2016_issue05_Fall_Winter (Accessed: 2 December 2016). 6. S, G.G. (2016) Gucci official site United Kingdom. Available at: https://www.gucci.com/uk/en_gb/st/stories#2016_issue05_Fall_Winter (Accessed: 2 December 2016). 7. S, G.G. (2016) Gucci official site United Kingdom. Available at: https://www.gucci.com/uk/en_gb/st/stories#2016_issue05_Fall_Winter (Accessed: 2 December 2016). 8. S, G.G. (2016) Gucci official site United Kingdom. Available at: https://www.gucci.com/uk/en_gb/st/stories#2016_issue05_Fall_Winter (Accessed: 2 December 2016). 9. S, G.G. (2016b) Gucci official site United Kingdom. Available at: https://www.gucci.com/uk/en_gb/st/stories#2015_issue03_springsummer (Accessed: 2 December 2016). 10. S, G.G. (2016b) Gucci official site United Kingdom. Available at: https://www.gucci.com/uk/en_gb/st/stories#2015_issue03_springsummer (Accessed: 2 December 2016). 11. S, G.G. (2016b) Gucci official site United Kingdom. Available at: https://www.gucci.com/uk/en_gb/st/stories#2015_issue03_springsummer (Accessed: 2 December 2016). 12. S, G.G. (2016b) Symbols from artist trouble Andrew’s world create a new silver jewelry collection. Available at: https://www.gucci.com/uk/en_gb/st/stories/article/fall_winter_2016_gucci_ghost_jewelry (Accessed: 2 December 2016). 13. S, G.G. (2016) Gucci official site United Kingdom. Available at: https://www.gucci.com/uk/en_gb/st/stories#2016_issue05_Fall_Winter (Accessed: 2 December 2016). 14. https://www.gucci.com/uk/en_gb/ca/jewelrywatches/finejewellery/forwomencjewelrywatches finejewelrywomen 15. S, G.G. (2016c) Gucci rose quartz, magnetic color shadow Quad. Available at: https://www.gucci.com/uk/en_gb/pr/beauty/eyes/quadeyeshadow/rosequartzmagneticcolorshadow quadp3678679PQU15702? position=4&listName=ProductGridComponent&categoryPath=Beauty/Eyes/Eyeshadows (Accessed: 2 December 2016).
16.https://www.gucci.com/uk/en_gb/ca/jewelrywatches/finejewellery/forwomencjewelrywatchesfinejewelry women 17. S, G.G. (2016c) Gucci rose quartz, magnetic color shadow Quad. Available at: https://www.gucci.com/uk/en_gb/pr/beauty/eyes/quadeyeshadow/rosequartzmagneticcolorshadowquadp 3678679PQU15702?position=4&listName=ProductGridComponent&categoryPath=Beauty/Eyes/Eyeshadows (Accessed: 2 December 2016). 18. S, G.G. (2016b) Symbols from artist trouble Andrew’s world create a new silver jewelry collection. Available at: https://www.gucci.com/uk/en_gb/st/stories/article/fall_winter_2016_gucci_ghost_jewelry (Accessed: 2 December 2016). 19. S, G.G. (2016d) Pearl studs, spikes and handpainted snakes revealed on this season’s shoes. Available at: https://www.gucci.com/uk/en_gb/st/stories/article/agenda_2016_issue03_heels_work (Accessed: 2 December 2016). 20. S, G.G. (2016) Gucci official site United Kingdom. Available at: https://www.gucci.com/uk/en_gb/st/stories#2016_issue05_Fall_Winter (Accessed: 2 December 2016). 21. S, G.G. (2016c) Gucci official site United Kingdom. Available at: https://www.gucci.com/uk/en_gb/st/stories#2016_issue06_gucci4rooms (Accessed: 2 December 2016). 22. S, G.G. (2016a) An installation for digital project Gucci 4 rooms by Mr. Featuring his mangainspired art and Gucci symbols. Available at: https://www.gucci.com/uk/en_gb/st/stories/article/agenda_2016_issue05_4rooms_guccigarden (Accessed: 2 December 2016). 23. S, G.G. (2016a) An installation for digital project Gucci 4 rooms by Mr. Featuring his mangainspired art and Gucci symbols. Available at: https://www.gucci.com/uk/en_gb/st/stories/article/agenda_2016_issue05_4rooms_guccigarden (Accessed: 2 December 2016). 24. S, G.G. (2016a) An installation for digital project Gucci 4 rooms by Mr. Featuring his mangainspired art and Gucci symbols. Available at: https://www.gucci.com/uk/en_gb/st/stories/article/agenda_2016_issue05_4rooms_guccigarden (Accessed: 2 December 2016). 25. S, G.G. (2016a) An installation for digital project Gucci 4 rooms by Mr. Featuring his mangainspired art and Gucci symbols. Available at: https://www.gucci.com/uk/en_gb/st/stories/article/agenda_2016_issue05_4rooms_guccigarden (Accessed: 2 December 2016). 6. S, G.G. (2016a) An installation for digital project Gucci 4 rooms by Mr. Featuring his mangainspired art and Gucci symbols. Available at: https://www.gucci.com/uk/en_gb/st/stories/article/agenda_2016_issue05_4rooms_guccigarden (Accessed: 2 December 2016). 27. S, G.G. (2016a) An installation for digital project Gucci 4 rooms by Mr. Featuring his mangainspired art and Gucci symbols. Available at: https://www.gucci.com/uk/en_gb/st/stories/article/agenda_2016_issue05_4rooms_guccigarden (Accessed: 2 December 2016). 28. S, G.G. (2016a) An installation for digital project Gucci 4 rooms by Mr. Featuring his mangainspired art and Gucci symbols. Available at: https://www.gucci.com/uk/en_gb/st/stories/article/agenda_2016_issue05_4rooms_guccigarden (Accessed: 2 December 2016). 29. facebook.com (2016) Gucci A wide leather belt with the GGs studded in pearls. Available at: https://www.facebook.com/GUCCI/photos/a.81172311012.111384.44596321012/10154511752956013/? type=3&theater (Accessed: 2 December 2016). 30. instagram.com (no date) Gucci (@gucci) • Instagram photos and videos. Available at: https://www.instagram.com/gucci/ (Accessed: 2 December 2016). 31. facebook.com (2016b) Gucci from the top: A view of the popup Gucci garden.. Available at: https://www.facebook.com/GUCCI/photos/a.81172311012.111384.44596321012/10154499587286013/? type=3&theater (Accessed: 2 December 2016). 32. LoveCouture (2016) Rihanna in Gucci in NYC | Tom + Lorenzo. Available at: http://tomandlorenzo.com/2016/05/rihannaingucciinnycstreetstylefashiondior/ (Accessed: 2 December 2016). 33. S, G.G. (2016b) Gucci official site United Kingdom. Available at: https://www.gucci.com/uk/en_gb/st/stories#2015_issue03_springsummer (Accessed: 2 December 2016). 34. S, G.G. (2016b) Gucci official site United Kingdom. Available at: https://www.gucci.com/uk/en_gb/st/stories#2015_issue03_springsummer (Accessed: 2 December 2016).
35. Nast, C. (2016) Gucci spring/summer 2017 RTW collection. Available at: http://www.vogue.co.uk/shows/springsummer2017readytowear/gucci/collection/ (Accessed: 5 December 2016). 36. Nast, C. (2016) Gucci spring/summer 2017 RTW collection. Available at: http://www.vogue.co.uk/shows/springsummer2017readytowear/gucci/collection/ (Accessed: 5 December 2016). 37.vogue (2016) Available at: http://www.vogue.co.uk/shows/springsummer2017readyto wear/gucci/details/ (Accessed: 5 December 2016). 38.vogue (2016) Available at: http://www.vogue.co.uk/shows/springsummer2017readyto wear/gucci/details/ (Accessed: 5 December 2016). 39. Nast, C. (2016) Gucci spring/summer 2017 RTW collection. Available at: http://www.vogue.co.uk/shows/springsummer2017readytowear/gucci/collection/ (Accessed: 5 December 2016). 40. Vogue (2016) Available at: http://www.vogue.co.uk/shows/springsummer2017readyto wear/gucci/backstage/ (Accessed: 5 December 2016). 41.Nast, C. (2016) Gucci spring/summer 2017 RTW collection. Available at: http://www.vogue.co.uk/shows/springsummer2017readytowear/gucci/collection/ (Accessed: 5 December 2016). 42. Nast, C. (2016) Gucci spring/summer 2017 RTW collection. Available at: http://www.vogue.co.uk/shows/springsummer2017readytowear/gucci/collection/ (Accessed: 5 December 2016). 43. Nast, C. (2016) Gucci spring/summer 2017 RTW collection. Available at: http://www.vogue.co.uk/shows/springsummer2017readytowear/gucci/collection/ (Accessed: 5 December 2016). 44.gucci (2016) ‘From the top: A view of the popup #GucciGarden installation at the Beijing SKP store until Nov. 13’, Twitter, 10 November. Available at: https://twitter.com/gucci/status/796646159980838912 (Accessed: 5 December 2016). 45. Damarwala, S. (2014) Gucci’s store window is as interesting as its collection | Grazia India. Available at: http://www.grazia.co.in/fashion/gucci’sstorewindowisasinterestingasitscollection (Accessed: 6 December 2016). 46.Nast, C. (2016) Gucci spring/summer 2017 RTW collection. Available at: http://www.vogue.co.uk/shows/springsummer2017readytowear/gucci/collection/ (Accessed: 5 December 2016). 47.Nast, C. (2016) Gucci spring/summer 2017 RTW collection. Available at: http://www.vogue.co.uk/shows/springsummer2017readytowear/gucci/collection/ (Accessed: 5 December 2016).
customer profile
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shopping, socialising, traveling, photography art 3
bright colours and prints retro/vintage feel 1
wealthy, high profile, fashion conscious
Figure 1,2,3,4,5 available at Gucci.com Michele, A. (2016) Gucci runway women cruise 2017. Available at: https://www.gucci.com/uk/en_gb/lo/runway /women/cruise2017crunwaywomen cruise2017 (Accessed: 5 December 2016).
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businesswoman, blogger or stylist income £35,000+
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age group around 25-40
"The common element sending a single message amid the wide variety of its products, actions & communications." - Kapferer (2007)
brand identity
SENDER Physique
Personality Retro, vintage feeling, use of bright colour
Relationship
Culture
good quality attracting design pay attention on details distinctive identity
Exquisite 3 Italian leather 3 skill, use pattern to3 present environemnt3 3
1 1
Reflection
Self-image
fashion lover willing to try confident
sel-expression, experimenter,artistic,
RECEIVER
INTERNALISATION
EXTERNALISATION
Iconic red-green-red colour and reversely overlap GG logo
IMC Campaign Gucci Spring/Summer 2017 RTW
relentless pink colour
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fairy-tale dream 5
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IMC Campaign Target Audience
IMC objectives
Gucci Spring/Summer 2017 RTW
25 - 40
up-to-date
ÂŁ35,000+ Fashion Lover Travelers
unconventional
Businesswomen 7
IMC Campaign Theme for campaign
Gucci Spring/Summer 2017 RTW
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Creative brief work 10
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11 pop-up store in Beijing
IMC Campaign
Advertising
Gucci Spring/Summer 2017 RTW
Personal Selling Public Relations
12 pop-up
store in Hong Kong
Sales promotion 13
Figure list: 1. Nast, C. (2016) Gucci spring/summer 2017 RTW collection. Available at: http://www.vogue.co.uk/shows/springsummer2017readytowear/gucci/collection/ (Accessed: 5 December 2016). 2. Nast, C. (2016) Gucci spring/summer 2017 RTW collection. Available at: http://www.vogue.co.uk/shows/springsummer2017readytowear/gucci/collection/ (Accessed: 5 December 2016). 3.vogue (2016) Available at: http://www.vogue.co.uk/shows/springsummer2017 readytowear/gucci/details/ (Accessed: 5 December 2016). 4.vogue (2016) Available at: http://www.vogue.co.uk/shows/springsummer2017 readytowear/gucci/details/ (Accessed: 5 December 2016). 5. Nast, C. (2016) Gucci spring/summer 2017 RTW collection. Available at: http://www.vogue.co.uk/shows/springsummer2017readytowear/gucci/collection/ (Accessed: 5 December 2016). 6. Vogue (2016) Available at: http://www.vogue.co.uk/shows/springsummer2017 readytowear/gucci/backstage/ (Accessed: 5 December 2016). 7.Nast, C. (2016) Gucci spring/summer 2017 RTW collection. Available at: http://www.vogue.co.uk/shows/springsummer2017readytowear/gucci/collection/ (Accessed: 5 December 2016). 8.Nast, C. (2016) Gucci spring/summer 2017 RTW collection. Available at: http://www.vogue.co.uk/shows/springsummer2017readytowear/gucci/collection/ (Accessed: 5 December 2016). 9. Nast, C. (2016) Gucci spring/summer 2017 RTW collection. Available at: http://www.vogue.co.uk/shows/springsummer2017readytowear/gucci/collection/ (Accessed: 5 December 2016). 10. Nast, C. (2016) Gucci spring/summer 2017 RTW collection. Available at: http://www.vogue.co.uk/shows/springsummer2017readytowear/gucci/collection/ (Accessed: 5 December 2016). 11.gucci (2016) ‘From the top: A view of the popup #GucciGarden installation at the Beijing SKP store until Nov. 13’, Twitter, 10 November. Available at: https://twitter.com/gucci/status/796646159980838912 (Accessed: 5 December 2016). 12. Damarwala, S. (2014) Gucci’s store window is as interesting as its collection | Grazia India. Available at: http://www.grazia.co.in/fashion/gucci’sstorewindowis asinterestingasitscollection (Accessed: 6 December 2016). 13. Nast, C. (2016) Gucci spring/summer 2017 RTW collection. Available at: http://www.vogue.co.uk/shows/springsummer2017readytowear/gucci/collection/ (Accessed: 5 December 2016).