MARKET POSITION
Gucci is known for producing high-quality, durable leather goods. This may help attract people who are not looking for items not necessarily because of the brand itself, but because they will last. That, in turn, may help justify higher prices to some of the more casual consumers. They are capturing the attention of people who want to experience this type of luxury, but still not alienate the middle and lower income segments of their target audience. In conclusion, while the brand has not specifically changed its segmentation process, it has shifted its target to a younger customer base, which depends on the brand’s reputation to keep its old customers loyal. It has achieved great success by increasing its online presence and through bold new design choices, positioning itself to keep the attention of this fast-growing demographic.
POSITIONING MAP
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