Target market

Initially, Gucci’s target consumers included upper class individuals such as celebrities, fashonistas and the wealthy looking for luxury, aimless price items, however the target market has been expanded to middle and upper-middle class. Gucci’s current consumers include both male and female individuals aged between 20-50 and moreover, a new target has been developed with the children’s collection (Guccippr.blogspot.com 2015).

In terms of online audience, millennials represent the largest class of visitors to luxury fashion websites. As illustrated in Figure 3 (Hitwise 2017), Gucci captured the attention of the upper class millennials comparing to 35+ aged audience and succeed keeping a young and edgy approach to high fashion. To go more in depth, Gucci skews the younger generation of millennials first as shown in Figure 4 (Hitwise 2017), with ages between 18-24.

Figure 3. Website visits comparing Luxury Millennials to over 35s

Figure 4. Gucci customers age comparison