GUCCI by Esinolg

GUCCI

CONTENTS 1. GUCCI STORY 2. MARKET POSITION 3. HISTORICAL EXCLUSIVITY AND INCLUSIVITY 4. TOWARDS INCLUSIVITY 5. IMPACT 6. IMPROVEMENT 7. COMPARE 8. CONCLUSION

GUCCI STORY Gucci is one of the most renowned and influential luxury Italian fashion brand in the world. Gucci was founded in 1921 when Guccio Gucci opened a leather goods company and small luggage store in his nativ Florence, Italy. Gucci is one of the worlds leading luxury brands. Gucci is part of the global luxury group Kering, which manages renowned Houses in fashion, leather goods, jewelry and eyewear. 528 Stores worldwide in 90 countries (2022) Value of the brand $18.1 billions

MARKET POSITION

EXCLUSIVITY

Prestige price

Heritage

Fashion forward

Affordability

HISTORICAL EXCLUSIVITY AND INCLUSIVITY

The brands past approach towards inclusivity and exclusivity in its products, marketing and customer engagement.

• Gucci seeks Inclusivity without risk luxury product features such as craftsmanship. • Gucci international marketing strategy focused on celebrity endorsement. Jackie kennerdy’s fond on Gucci bags has resulted on brand capitalization. It was called latter as “Jackie Bag” • Gucci attract current culture and champion’s inclusivity through social media and how Tik Tok . (Became the most luxury brand with 1.6 million followers) culture influence the brand through inclusivity. • Gucci became the hottest brand in year 2020 with online Fashion Retailer Lyst for successive quarters and 15.2% showed interest on luxury brand.

As per Hannah mariot former fashion editor of guardian said “ It isn’t about looking rich and it isn’t about looking like everyone else”, it’s about being yourself in radical way. Gucci generates 60% of French based luxury group global revenue for the 1st Century.

Gucci balaclava designs was criticized due to black face but brand responded it’s through an action plan by supporting Diversity and inclusion. Gucci inclusivity goes beyond supporting diversity and it come through its Digital strategy. The Mega trend is not Exclusivity now, Inclusivity of the brand is going to win today through Shops, Advertising, communication and people. Inclusivity helped Gucci to attract new generation consumers Gen-Z (Born 1997) as there spending power is high as 11% in 2020, 19% in 2021 and by 2035 it will be 40% acquiring the global luxury market.

Gucci varies from other luxury brands as they focus on self-expression and it shows through communication and its design. As per Gucci fashion is expressing individuals on themselves. Gucci was the 3rd most popular brand through social media sights such as Tick tok, Instar gram, You tube (After Louis Vuitton and channel) 55% person of Gucci sales was accounted by under 35 years generation and it has double its sales for last past 8 years.

Video games has impact on future generation and Gucci was the 1st brand to partner with Genies, that helps people create expressive and detailed avatars help to communicate in messaging Apps likes Whatsapp. ·Gucci has created 200 digital avatars based on real life collection and genies used those for their avatars which helped to engage with the brand. Brand launched Gucci arcade- where users can play and win Gucci badges and it added a augmented reality feature to Gucci Arcade called Gucci sneaker garage.

TOWARDS INCLUSIVITY

The Gucci x Dapper Dan Harlem collection . Highlights Gucci’s recognition and celebration of diverse cultural backgrounds.

Featuring Ellie Goldstein, British model with Down syndrome in Gucci Beauty’s “Unconventional Beauty” campaign in 2020.

Ophidia Tote Bag, where customers can select a base bag and then personalise it with interchangeable patches, decorative elements, and initials.

The Aira app, which offers assistance to blind and visually impaired individuals, to more retail locations in the US and Canada.

Gucci’s non-binary, gender-fluid collection - Gucci MX. The collection began from Fall/Winter 2020 and features pieces every season which don’t conform to one specific gender.

The 2020 collaboration with artists from around the world to bear on the G-Timeless automatic watch. The artists truly represent the global community.

IMPACT

After the CEO Marco Bizzari and creative director Alessandor Michelle took over in 2015, the sales growth was 60% with driving force with Kering. Gucci hopes to create system change by highly sophisticated products through disability inclusion that benefits all customers. Gucci repositioned with exuberant and offbeat aesthetic with aim of creating exclusive products, while creating a inclusive culture. It help the brand to acquire young consumers and made Gucci as a highly valued label at that time. They became first place in the Lyst index as most popular brand and as of last quarter of 2020 they maintain this position. Gucci brought the ready to wear concept to attract more customers through inclusivity.

Goût du jour (Taste of the day) they reflect on mass market trend which ‘Ready to wear” attracted more customers If the product works well they ‘push it’’, if not it automatically disappears. Gucci and Kering attracted the younger generation through inclusivity and empowerment. Gucci introduce from Mini-to Nano-bag trend by beating its competitors

Gucci has the highest range of fashion oriented articles, especially in shoes than its competitors

Gucci attracted customers around the world through its strong brand identity, creating a unique customer experience and investing digital marketing. Due to the inclusive nature and modern ideologies such as age, gender, diversity helps brand as a whole support, which helps Gucci to grab loyal customers and happy work place. Social media had a great impact on the brand growth through Tik Tok,Instargram etc. Inclusivity attracted New generation customers with higher spending power as in 2020 its 11%, 2021 its 19% and by 2035 it will be 40% of the global.

IMPROVMENT

How can Gucci improve their inclusivity? Implement more languages to their official website for international costumers

Establish a Gucci school and offer free educational programs for all ages, genders and nationalities

COMPARE

Exclusivity vs. Inclusivity in Gucci Gucci's commitment to inclusivity shines through collaborations with diverse artists like Dapper Dan, celebrating Harlem's cultural heritage. This ethos extends further by embracing models of different body types and cultural backgrounds in their campaigns, fostering a sense of belonging for varied identities within fashion. On the flip side, exclusivity embodies rarity, luxury, and an aspirational allure. Gucci expertly navigates this landscape, maintaining an aura of exclusivity through limited-edition collections. For example, their exclusive launches like the Gucci x Balenciaga collaboration, blending luxury aesthetics and fashion innovation while retaining an air of exclusivity through its limited availability. Gucci's adeptness in balancing both paradigms underscores their approach. While celebrating inclusivity by embracing diversity, the brand strategically preserves an aura of exclusivity, manifesting in limited offerings that resonate with a select audience. This intricate harmony enables Gucci to cater to diverse clients .

CONCLUSION

COMPARE

COMPARE As internet and social media came into our lives, the world had a rapid change. Informations, countries, cultures became acsessebel to the whole world. People had an easy acsess to diverse cultures, music, movies, which they didnt or rarely now in the past. So people got know each othe more than ever, also they accepted more each others culture, music, disablities, strenght and also weackness because people always are afraid of unknown.. Also travelling became more and more popular since Instagram, Facebook, Tiktok had an huge influence while sharing photos around the world. This trend was also a huge impact for inclusivity. We became trough this more more open minded. Beeing inclusive is in our opinion crucial for the high end fashion brands because they have to go with the time. But keeping their exclusivity in some cases is thoughtless. Because customers from luxury brands want to buy a feeling mostly.The feeling of beeing exclusive and special. So beeing accessible to everyone would destroye this. Nevertheless beeing inclusive in nationalities, age, gender, disabilities, bodytypes is unthinkable.

REFERENCES www.gucci.com www.forbes.com/companies/gucci/?sh=5966dc2b317e www.statista.com/statistics/980720/gucci-brand-value-worldwide/ (Thsu) Fashion Network(3rd April 2021)Gucci stays relevant thanks to bold on-trend offering:https://ww.fashionnetwork.com/news/Gucci-staysrelevant-thanks-to-bold-on-trendoffering,1292191.html[Accessed on 21st November 2023]. Forbes(16th November 2017) Gucci's Cracked The Luxury Code With Millennials, Thanks To Its Dream Team Of Bizzarri And Michele:https://www.forbes.com/sites/pamdanziger/2017/11/ 16/guccis-cracked-the-luxury-code-with-millennials-thanksto-its-dream-team-of-bizzarri-and-michele/? sh=4c6de2831523[Accessed on 21st November 2023]. https://www.g-co.agency/insights/gucci-advertising-strategycase-study Fashion forward(1st march 2022)Fashion forward:https://www.contagious.com/iq/article/fashionforward-G [Accessed on 21st November 2023].

REFERENCES Contagious(1st March 2022)Fashion forward:https://www.contagious.com/iq/article/fashionforward-gucci [assessed on 22nd November 2023] Harper’s BAZAAR. (2023). Ellie Goldstein: ‘Don’t ridicule people like me – take a risk’. [online] Available at: https://www.harpersbazaar.com/uk/fashion/fashionnews/a42845628/ellie-goldstein-model-interview/. ‌The Business of Fashion. (n.d.). What Gucci Learned From Dapper Dan and Its Blackface Crisis. [online] Available at: https://www.businessoffashion.com/articles/luxury/guccidapper-dan-cultural-crisis-inclusivity-diversity/. ‌Nast, C. (2023). The Vogue Business Fall-Winter 2023 size inclusivity report. [online] Vogue France. Available at: https://www.vogue.fr/fashion/article/fashion-week-fallwinter-2023-2024-size-inclusivity-report [Accessed 23 Nov. 2023]. ‌PurseBlog. (2018). Introducing Gucci DIY: You Can Now Customize A Gucci Bag. [online] Available at: https://www.purseblog.com/gucci/gucci-diy/ [Accessed 23 Nov. 2023].

REFERENCES WHEATCROFT, E. (2021). GUCCI MX - A GENDER NEUTRAL COLLECTION - Visual Fashion Communications. [online] Visual Fashion Communications. Available at: https://blog.yorksj.ac.uk/ethanwheatcroft/2021/03/23/genderf luidity/. ‌the Guardian. (2020). Parr’s makeup ad for Gucci has a brush with controversy. [online] Available at: https://www.theguardian.com/fashion/2020/mar/22/guccimakeup-campaign-mascara-parr-brush-controversy-danimiller-beauty. ‌Nast, C. (2017). Beth Ditto’s Custom Gucci Suit Proves High Fashion Is Meant for Everyone. [online] Vogue. Available at: https://www.vogue.com/article/beth-ditto-gucci-at-resort2018-custom-suit. ‌maz_adm_2018 (2020). GUCCI LAUNCHES A NEW COLLABORATIVE PROJECT BASED AROUND THE GTIMELESS WATCH. [online] Numéro Netherlands. Available at: https://www.numeromag.nl/gucci-launches-newcollaborative-project-based-around-g-timeless-watch/ [Accessed 23 Nov. 2023].