SHANSHAN CHEN LXFM 749 - FINAL PROJECT Spring 2021
A relaunch of the Gucci Pet Line
Intro
CONTENTS Research Methodology Key Findings Objectives Strategy
Financials
Research Methodology
SECONDARY RESEARCH Company overview
Gen-Z / Millennial Luxury Consumers
Industry research Luxury pet market Target customer research
Luxury Industry Practitioner
PRIMARY RESEARCH Target consumer interviews
Industry expert
UX Researcher at Chewy
KEY FINDINGS
Key Findings
1 Gucci have their unique inclusive community culture.
Key Findings
2 Gen-Z and millennial consumers are looking for uniqueness and personalization, and the same goes for their pets.
Trend：Millennials Millennials 31%
Builder 4% Gen-Z 11%
Baby Boomers 29%
Gen-X 26% US Share of Pet Owners 2020
Key Findings
Industrial upgrading： Utility |
Appearance+utility
3 While luxury brands dabble in the pet market, their promotion and distribution are lacking.
Key Findings
Pet Market
2020
$216B
2021
$232B
Revenue：Less than 1% Apparel 21%
Perfume & cosmetics 22%
Leather 22%
Watches 12% Shoes 9% Jewelry 8% Other(Eyewear, Accessories, etc.) 6%
Value Share of Luxury Brands by Product Category 2020
Key Findings
Strengths: Unique system involving animals
Key Findings
4 Find a balance between the younger generation and traditional consumers.
Risks: • Losing traditional luxury consumers
49%
Gucci
51%
64%
Loewe
36%
100%
Saint Laurent
78%
Prada
- Classics
22% - Fashion oriented
Revenue by Product Category 2019
Consequence: •Improper strategy led to a sequential slowdown in performance
2020
$90.3 million
-23%
Key Findings
5
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The of ine consumption experience remains important for luxury consumers, though the pandemic has accelerated the shift to e-commerce.
TARGET CONSUMER
CUSTOMER SEGMENTS
TRAVELS WITH OWNER
DOG WITH FAMILY
BOARD DOG
Closest con dant
Part of the family
Animal/Security
Millennials / Gen Z
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Fashionable and unique supplies
Gen X
Functional supplies
Boomer +
Limited supplies
PRIMARY CONSUMER “My dog is my closest con dant.” Kelly Jenner - 19 - New York, the United States
- Undergraduate student - She is sensitive and lonely and wants to
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be recognized and noticed by others.
SECONDARY CONSUMER “My dog is my family member.” Garance Doré - 46
- Corsica, France
- Journalist - She is a traditional luxury consumer who pays for designers. Consumption of luxury is not to
show off, it is part of lifestyle.
OBJECTIVES
Objectives
Broaden categories Integrating new consumers
Increase revenue
STRATEGY
POSITION
PRODUCT & PRICE
✴ Pet accessories and collars
GG Marmont Cat Collar (S/M)
$ 360
Green and Red Web Dog Carrier (S/M/L)
$ 460
GG Marmont Dog Collar (S/M/L)
$ 460
Buckle with accessories
Buckle with leash
PRODUCT & PRICE
Double Chain Necklace $ 800
✴ Pet accessories and collars Pearl Necklace $ 1000
Double G Pendant $ 380
Lion Head Pendant with Cross $ 800
Coin Tag
$ 380
PRODUCT & PRICE
✴ Pet Fashion
Pet Hoodie
SIZE: S/M/L/XL/XXL $ 540
Pet Sweater
SIZE: S/M/L/XL/XXL $ 800
PRODUCT & PRICE
✴ Pet life ✴ Pet travel
Pet Carrier
$ 2450 (Cat)-S $2900-3200 (Dog)-S/M
GG Jacquard Dog Bed (S/M)
$ 1000-1300
PRODUCT & PRICE Limited edition 1
✴ Mini Furniture
Pet GG Jacquard Armchair
W12” x L13” x H24" A limited supply of 15 pieces Available on the of cial website only Estimated delivery time: 3 months
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$ 2500
PRODUCT & PRICE Limited edition 2
✴ Haute Dog Couture
Pet 100th Anniversary Cape Set
A limited supply of 5 sets Available on the of cial website only Estimated delivery time: 3 months
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$ 5000
Timeline
INITIATIVES
DISTRIBUTION PLAN
VISUAL MERCHANDISING
IMC PLAN
DISTRIBUTION 483 directly operated stores worldwide
22 agships (Limited) 100 directly stores (Limited)
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Of cial website online (All line) China Tmall agship (All line)
VISUAL MERCHANDISING Dubai Mall Flagship
Pet Necklace Accessories Display
Pet Pendant Accessories Display
IMC Plan
PUBLIC RELATIONS
DIGITAL
PUBLICATION
Public relations -Event
10/4/2021 World Animal Day Gucci Garden
• A small indoor party • A small animal charity
fundraising event
Public relations-In uencer marketing #GUCCIFURRY SNEHA SHRESTHA Young Nepalese artist / Blending Nepali Sanskrit with American graf ti
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A large-scale mural on New York's Lafayette Street
Public relations-In uencer marketing
#GUCCIFURRY @FRANKENSTEIN Independent Comic Magazine
A comic celebrating Gucci's pets, in Frankenstein magazine.
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Based on magazine’s dog mascot Frank .
Public relations-Online PR
Announce the relaunch Ensure that editorial
Organized online discussions
Digital Marketing - Social media
@GucciPet
#GucciPetPal
Digital Marketing - Website
Immersive experience Easily contact customer service Green and Red Web Dog Carrier
Customer Service
Digital Marketing - Email marketing
Communicate with traditional luxury customers Build brand awareness
Stimulate purchases
Pet Sweater
S/M/L/XL/XXL $ 800 It's time to dress up your pet and go out to meet friends.
Digital Marketing - Searching marketing
Attract accurate and ef cient traf c Attract valuable potential customers
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Fight against piracy
Traditional publication
Fashion magazines & lifestyle magazines
Timeline
Budget
Digital marketing 40% Public relations 30%
Traditional publication 30%
FINANCIALS
Sales
0.09%
Gucci total revenue $8928.7M Pet line revenue $8.3M
Demand plan
FINANCIALS
Q&A