Demographics and geographic

Gucci’s demographics have encountered many changes in recent years, as the creative director Alessandro Michelle leaned he collections towards a more universal consumer, where every fashion conscious individual would want to purchase or save up for a Gucci item. Moreover, the majority of Gucci campaigns promote age and race diversity and gender equality (Burzynsky 2018). In terms of locations, there are 487 stores around the world and the website does free shipping to many locations (O’Connell 2020).

Being classified a high end fashion brand, Gucci is threatened by strong competitors in the upper class market. Figure 4 shows a classification of designer brands, including Gucci, in terms of price and target market (Burzynsky 2018 ). Figure 4. Classification of designer brands

(ISSUU 2018)

Figure 5. Top most valuable luxury brands in the world 2019 (Ceoworld 2019)

As it can be seen, Gucci is situated on the prestige price side. However, brand diversity places Gucci towards mass market, allowing the brand to enter new markets.

Gucci is also one of the most 10 valuable luxury brands in the world for 2019, according to CEOWORLD Magazine as it is illustrated in Figure 5 above. As it can been observed, Gucci is positioned on the fourth place, having more than 25 billion $ sales in 2019 (CEOWORLD 2019).