GUCCI Emily Walker - 26029880
Gucci Ghost Denim Jacket
Primary image - Gucci store London
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S u m m a r y
This report shows analysis of the brand Gucci. The methodology that is used within this report was secondary and primary research; the secondary research included: books, blogs, magazine articles and newspaper articles. Whereas the primary research was complet-
ed by myself; in which was done by going into the Gucci shop and collecting first hand images and asking members of staff questions which are relevant to this report. The use of this type of methodology helps provide information on the brands target audience; the
target audience for Gucci is primarily upper class people, celebrities, fashionistas etc. Ages around 20-50 year’s old.
Gucci Ghost silk jacket
Introduction
Gucci was founded by Guccio Gucci in 1921, in Florence. However, during this time, it was not as high end in the 1920s as it was now in the 2000s; at that point it only sold leather goods and luggage, but their brand line continued to grow in which they were making bags, clothing, etc.
History Gucci was founded in 1921 by Guccio Gucci; born on 26th March 1881 – 2nd January 1953. The first Gucci shop opened in 1921 in Florence, when the store first opened it only supplied leather goods and luggage. By the 1930’s the brand received a high wave of international clientele from tourists in Florence; within this decade he created his iconic symbol – ‘The Horse bite.” Guccio Gucci came up with this unique symbol when a lot of his Italian clientele where local horse riders. They were de-
manding for Gucci to create horse riding gear; this then gave Gucci the idea for the Horse bit icon, which can be seen on their shoes, bags and jewellery. Guccio Gucci kept up with the equestrian theme through to the 1940’s; however, within this year in Florence there was a shortage on oversea supplies. Therefore, he began to test other types of materials e.g. jute, hemp and linen; the most successful was when he came across burnishing a cane in order to create a handle for his new bag
‘Bamboo Bag.’ The curve of the bag was inspiration off the shape of a horse’s saddle, which relates it back to the equestrian theme. The Bamboo bag became one of Gucci’s iconic products; in which was loved by many celebrities at the time and is still seen around in today’s fashion. Again in the 1950’s, Gucci found more inspiration from the equestrian theme; but this time it was for their signature trademark green-red-green web stripe, which he got inspired from a horse riding saddle girth. This be-
Gucci BAmboo bag
Gucci advertisement
came their signature trademark as it became a success straight away; this made Gucci a recognisable brand as customers recognized it from the green-red-green web stripe. During the 1950’s Guccio Gucci decided to start opening stores in New York and Milan as he wanted to start a ‘global presence’ for his company. However, on the 2nd January 1953; Guccio Gucci passed away at the age of 71 and his 4 sons Rodolfo, Vasco, Aldo and Ugo then took over the business. Products became quickly wellknown in the 1960’s due to its classic designs; and became a very known brand for celebrities.
For example, the Jackie O bag received this name when celebrity Jackie Kennedy carry one of Gucci shoulder bag and celebrities Liz Taylor and Samual Beckett where both seen with the unstructured Hobo Bag. Also during the mid 60s, Gucci’s signature double interlocking G logo was created, this became another visual insignia for Gucci making it very well-known for its consumers. Gucci continued to expand its stores; opening them in Palm Beach, Beverly Hills, London and Paris. By the 1970s it was still continuing their global expansion; and decided to try and expand its stores towards the Far East: Tokyo, Hong Kong. At this stage Gucci had cre-
ated its first ‘Ready-to-wear’ collection which included Buttoned fur trim coats and Printed shorts which has GG prints and buttons. During this time Gucci became more and more famous and known for its legendary Italian quality and its craftsmanship; A lot of Gucci’s main iconic designs were changed into new colours or new shapes, and rather having the Gucci logo as a buckle it was re-invented to being burnt through the suede or mike baby crocodile coats – at this point they began to use a lot more luxurious materials.
Primary image, Gucci store London
During 1981, Gucci’s first runway show was staged in Florence. And by 1982; the brand became a PLC (public limited company) in which Rodolfo, Guccio Gucci’s son passed leadership of the company onto his son, and held 50% of the companies share. In 1994 Tom Ford became creative director of the company; and suffuse the brand with provocation and daring, this then resonated the fashion world and many celebrities. For example: one of Ford’s glamourous visions was a cut-out, silk jersey dress with metallic details. In 1995; Domenico De Sole was appointed CEO of the company, and Gucci was then transformed into a highly successful PLC. During this year Gucci was names “European Company of the year 1998” By the European Business Press Federation; this was given to Gucci for its financial and economic performance, their management quality and their strategic vision. And by 1999 Gucci was transformed into a multi-brand luxury group, when they entered into an alliance with Pinault-printemps-Redoute.
By the 2000’s Gucci was named as “The most desirable luxury brand in the world.” (Nielsen company, 2007) and achieved global success. The brand was able to create compelling collections; this was able to happen thought the research of Gucci’s rich heritage, fashion allure, and craftsmanship. The collection was able to be successfully completed by infusing the past history of Gucci into their future designs – this was able to reach commercial and critical success. In 2010; the company was founded into a worldwide eco-friendly programme, this was because Gucci wanted to reduce the impact they had on the environment. In which they released their first children’s collection, they were able to keep up with their reputa-
tion of relevance and quality by the collection being made in Italy. In 2015, a new CEO was appointed: Marco Bizzarri who then made Alessandro Michele as the new Creative Director for Gucci – this means he has all responsibility for Gucci’s new up and coming collections and how the brands image looks. Allessandro’s collections where a mix between contemporary and historical references: Chinese landscapes where shown on 18th century tapestries or Punk Rock with Renaissance.
Methodology The methodology that is used within this report was secondary and primary research; the secondary research included: books, blogs, magazine articles and newspaper articles. Whereas the primary research was completed by myself; in which was done by going into the Gucci shop and collecting first hand images and asking members of staff questions
which are relevant to this report. The use of this type of methodology helps provide information on the brands target audience; the target audience for Gucci is primarily upper class people, celebrities, fashionistas etc. Ages around 20-50 year’s old.
Primary image, Selfridges Londone
“Quality is remembered long after the price is forgotton” - Aldo Gucci Doyle.C (2011) defines the term ‘Brand Identity’ As a group of various elements of a brand that can be seen externally. This is a type of communication between the brand and the consumers as it is how the brand shows itself the public; this includes the design, logotype, symbol, colours or name – by a brand using any of these. The consumer will be able to distinguish and identify the brand. The brand name originates from Guccio Gucci name and the font the brand currently uses is Goldenbook Bold, it is a glyphic serif font designed by Mark Simonson; the font itself is copyrighted so nobody else is able to use the font an another product etc. Therefore, consumers are able to easily identify the Gucci name due to the font of their brand name. In 1930; Gucci created his first iconic symbol – “The Horse Bite” where he got inspiration from his clientele in Italy being local horse riders. And in the 1960’s Gucci’s interlocking double G logo came about; it was inspired by Guccio Gucci’s initials, in order to present the quality associated with the brands designer. However; since the 1960’s Gucci has had a variety of different and new types of logo’s and symbols: Gucci Bamboo, Gucci Piston Lock, Gucci crest, Gucci Lady Lock.
Gucci store London
Brand Identity
Primary image - Gucci store London
During the 1930’s Gucci’s main clientele where international, who where tourists in Florence. However; his Italian clientele where local equestrian riders, in which they were very into Gucci but unfortunately Gucci did not sell horse riding gear. By the 1960’s the brands consumers differed to being more well-known for Celebrities; this influenced more names for certain products that where made e.g. Gucci’s Jackie O bag was known as this when Jackie Kennedy was seen with one of the brands shoulder bags. Liz Taylor and Samuel Beckett where two other celebrities who were both also seen with Gucci’s unstructured Hobo bag. Currently, a high percentage of Gucci’s clientele is celebrities, fashionista’s etc. However, Gucci has recently brought out a pair of trainers
which look a lot like Adidas’s Stan Smith trainers but with a twist of Gucci’s designs. This indicates that Gucci may be trying to pull in younger consumers to purchase their products, as Stan Smith Adidas trainers as normally worn by teenagers and the younger generation.
Primary image - Gucci store London / Selfridges
Brand Consumers
Gucci advertisement
Market Position Primary image - Gucci store London
Brand positioning focuses on a particular place in which the consumer should think that the brand falls into e.g. the market segment. And how the brand competes with their competitors. Gucci shares a particular market with a variety of different high fashion brands; their main competitors are: Prada, Dior,
Louis Vuitton, Chanel etc. All these companies are sometimes compared due to the similar clothing designs and styles they all produce for their consumers. However, with Gucci’s iconic designs from the past; for example, the bamboo bag and the horse shoe bite icon they will
always be referred to as Gucci and this is there unique selling point, their icon symbols and references. And their emotional selling point is that they make their consumers feel Stylish and classy with the use of their designs.
Gucci Guiilty advertisement
Communication
Mix
One of Gucci’s marketing strategy’s is the use of celebrity endorsements within their advertising campaigns. These campaigns allow Gucci to appeal to a mass market. This next quote from Ally Pyle’s article for Vogue gives an example of one of Gucci’s endorsement strategy. “RIHANNA, having given a stellar performance at Gucci’s UNICEF fundraiser during New York Fashion Week in February, will be furthering her relationship with the fashion house by starring in the labels first ad campaign for the children’s charity.” (Pyle, 2008) This shows that Gucci using celebrity endorsed advertising combined with charity work; this will make Gucci’s brand image increase significantly. Gucci also uses the SWOT analysis strategy in order to see what their strengths, weaknesses, opportunities and what their threats are. Its strengths are: it is a very popular brand among its clients, it has been consistent with providing its products to the clients with the use of different suppliers. Their weaknesses are, with a wide range of different products available, it may cause issues for the brand,
and also as the brand lengthens their business activities then they will have to invest a lot of money over the activities. The opportunities Gucci has been that they are able to give a big amount
Black and white Gucci Graffiti jacket
of attention into the emerging and high end lux ury markets; also they are able to start their business in a high market growth within Asia. However; they do still face threats within the market, such as other competitors are seen within the international market showing their latest designs of dresses and clothing and their techniques. Another one of Gucci’s marketing strategy’s is the use of social media in order to promote their products. This next quote from Mark J. Miller’s article for Brandchannel gives an example of ways Gucci is using social media to endorse its products. “One brand that is hitting it out of the park in China is Gucci, which released a special Tian print for the market earlier this year and was just named the top brand in social media in a new study on “China Luxury, Beauty and Fashion Insight.” (J.Miller, 2016) This shows Gucci using social media in order to get very more well known in China; as they did a study within China and released it online.
Primary image - Selfridges London
Bibliography Gucci Ghost Denim Jacket - https://media.gucci.com/style/DarkGray_Center_0_0_240 0x2400/1470852023/447587_XR343_9134_004_100_0000_Light-GucciGhost-denim-jacket.jpg GG Marmont leather backpack - https://uk.pinterest.com/pin/568298046712518508/ Gucci Ghost silk jacket - https://media.gucci.com/style/DarkGray_Center_0_0_240 0x2400/1472153408/448544_ZHX82_1227_004_100_0000_Light-GucciGhost-silk-bomber.jpg Gucci advertisement - http://img20.360buyimg.com/vc/jfs/t517/144/397669167/61581/84af407d/546421c1N3a192bc3.jpg Bamboo bag - https://s-media-cache-ak0.pinimg.com/564x/09/c8/58/09c858562708e7198231ccfe7bbcf32c.jpg Gucci Advertisement - http://butterboom.com/wp-content/uploads/2013/02/Gucci_LBB_SP_Logo_NiceTote.jpg Gucci quilty - http://65.media.tumblr.com/69f27b2035c096609126c667ed802730/tumblr_npi7uczBc11s013zho5_1280.jpg Black and white graffiti jacket - https://cdnd.lystit.com/photos/5082-2015/06/09/kenzo-white-graffiti-print-denim-jacket-product-3-979714668-normal.jpeg Aldo Gucci quote - https://apinkmacaron.wordpress.com/2014/05/12/quality-is-remembered-long-after-theprice-is-forgotten-aldo-gucci/ “The most desirable luxury brand in the world.” (Nielsen company, 2007) Doyle.C (2011) defines the term ‘Brand Identity’ As a group of various elements of a brand that can be seen externally. “RIHANNA, having given a stellar performance at Gucci’s UNICEF fundraiser during New York Fashion Week in February, will be furthering her relationship with the fashion house by starring in the labels first ad campaign for the children’s charity.” (Pyle, 2008) - http://www.vogue.co.uk/article/rihanna-stars-in-guccis-unicef-ads “One brand that is hitting it out of the park in China is Gucci, which released a special Tian print for the market earlier this year and was just named the top brand in social media in a new study on “China Luxury, Beauty and Fashion Insight.” (J.Miller, 2016) - http://www.brandchannel.com/2016/09/02/gucci-090216