The paper deals with the promotional audit and analysis the component of promotional mix which has been used by Gucci to create a brand name in the market. Current communication channel which are used by Gucci has been identified and critically evaluated providing recommendation to Gucci for future growth and opportunity. The paper ends with a reflective statement stating the learning’s from the paper. Contents Executive Summary 2 Overview of the Brand-Gucci 4 Consumer profile 5 Outline of current communication channel 6 Review of competition 9 Critical evaluation of communication channels 11 Recommendations 13 Reflective Statement 14 Reference 17 Overview of the Brand-Gucci Gucci which was founded in 1921 in Florence, one of the leading luxury fashion brands. The brand manufactures designs and also distributes highly desirable goods like shoes, silk, timepiece, leather goods such as hand bags, luggage, small leather goods and also fine jewellery. Fragrance and the eyewear are distributed under the license of global leader in the eyewear and fragrance sector. Guccio Gucci had opened small leather good company and within few years the brand started to enjoy the success. With time Gucci became a public limited company in 1982 and was managed by son of Guccio Gucci. Gucci was re launched with a mix of innovation and tradition. The creative director of the brand infused the luxury brand with sense of provocation and daring that resonated the brand with the fashion world and also with the celebrities. Gucci received a global success and is known to be the most desirable luxury brand globally. Since 1921 to 2010, Gucci continues to strengthen the values and setting it apart from the competitors through which the brand is able to differentiate its products based on innovation, positioning, modernity, craftsmanship, and heritage along with sophistication (Gucci, n.d). The company first fragrance was launched in 1974, Gucci 1 and since then a series of fragrance has been launched including Gucci 3 and L'Arte di Gucci. The latest fragrance introduced being Flora in 20012 (Fragrantica, 2011). Gucci has different categories of fragrance both more men and women. The division of Gucci group with various other brands a have been highlighted in figure 1. Figure 1: Gucci Group Division (Source: PPR, 2012) Consumer profile Gucci is one of the well known luxury brands and among other product; the fragrance sector of Gucci is highly in demand by the customers and is one of the competitive market in the luxury sector. Gucci has targeted the fashion world along with the celebrities to purchase its perfumes. Gucci perfume ranges from both for men and women. Its latest campaign is based on Flora garden collection, a bouquet of scents which is inspired by the blooms of Gucci Flora pattern. Therefore the consumers purchasing the product are high class people belonging to the fashion world and the celebrities who can easily afford the brand’s product and create a reputation of class in the society. But with time it is not only the high class of the society who prefers the brand or are able to afford it, consumers are even ready to get little luxury. Consumers are more willing to pay a premium price on perfumes which tends to deliver luxury (Dickler, 2011). The latest campaign is a celebration of Gucci women personality. Abbey Lee Kershaw was the celebrity used to endorse the brand and it
Referral Fashion Promotion: Gucci Executive Summary The branded fragrance market is highly competitive and Gucci has well managed to survive in the competitive market by launching new products both for men and women. The launch of the product is well supported by campaigns which are endorsed by famous celebrities…
Gucci has been consistently sticking to its brand values of providing a unique experience to the target market whether through its store environment, marketing communications, pricing or distribution strategy.
Miss Dior is a perfume launched by the brand Christian Dior Perfume in 1947. This is categorized as a refreshing mossy and woody perfume. Though it is a very old brand it still endures as more and more people are being lured to it by its wonderful fragrance.
This study includes the analysis of the communication channels, mixes and ways the companies or brands in the perfume segment used and are using to retail their brand identity and position their products. The example of a very well-known luxurious brand has been used throughout the study to assess its communication channels.
The essay analyzes fashion and consuming. ‘Gen Y’ is also known as ‘Millennial’ and ‘Echo Boomers.’ This group is believed to be highly dependent on new media and digital technology along with intending to grab the concepts of such technologies within a short span of time in an effortless manner. They expect entertaining.
Generally, Gen Y group comprises of those people who were born in or after 1974. It is also observed that the children of Gen Y are quite familiar in accessing the new technologies such as mobile phones and computers among others. This behaviour of the Gen Y has made the companies to adopt innovative strategies related to technologically advanced performances in order to satisfy the demand of the market (NAS Recruitment Communications, 2006).
He incorporated the Italian and London atmosphere in his fashion designs.
Current marketing team. The present Gucci setup uses three fashion designers in its flagship label to fill the fashion outfit and accessories buyers of Europe, the United States and others (Molloy & Molloy, 1996) they are Alesandra Facchinetti, Frida Giannini and John Ray.
The case solely looks at how shareholder value is affected through the different strategic moves of the fashion leader Gucci. In its quest, to raise financing, Gucci has embarked in an initial public offering in 1995. One of its largest competitors, LVMH, has take advantage of this event by buying Gucci's shares and being the company's single stockholder.
From the article, it can be affirmed that the demographic and psychographic characteristics behavior imposes strong influences over the currently prevailing market trends from various dimensions, such as demand for products and promotional needs which further acts as the determining factors towards the accomplishment of the desired objectives.
According to the BusinessWeek magazine, Gucci house is ranked in position 46 and it takes the second position after LVMH as the largest and best selling fashion brand firm. The Gucci was also among the top 100 best business firm (Go 1993, p. 23). Gucci Fashion